This doesn’t mean just throwing content at them.
It means creating content that they truly value -- content that serves their needs and addresses their biggest pain points.
And this type of content is much easier to create when it's informed and driven by empathy.
As Dr. Brené Brown notes, “Empathy is feeling with people.”
When you put yourself in your audience’s shoes, it becomes easier to acknowledge their struggles and think critically about the best solutions.
That's why empathetic content marketing is such a powerful strategy for businesses -- both B2B and B2C.
Not sure what that looks like? Let's walk through nine brands that nail empathetic content marketing in multiple mediums.
9 Genius Examples of Empathetic Content Marketing in Action
Content Type: Video
With the tagline, “Fresh, handmade cosmetics,” LUSH is a beauty brand that is all about natural products. As such, we see their radical transparency showcased in their How It’s Made video series, wherein they go behind the scenes of some of their most popular products.
Each episode features actual Lush employees in the “kitchen,” narrating the step-by-step process of how the products are made.
Lush (pun intended) visuals showcase just how natural the ingredients are.
You see mounds of fresh lemons, tea infusions, and salt swirled together to become the product you know and love.
It’s equal parts interesting and educational.