8 Genius Examples of Empathetic Content Marketing in Action
Successful content marketing is about creating a connection between your audience and your brand.
This doesn’t mean just throwing content at your audience. It means truly valued creating content -- content that serves needs and addresses the 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 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.
Want to learn and apply content marketing to your business? Check out HubSpot Academy's free content marketing training resource page. But first, let's walk through eight brands that nail empathetic content marketing across various media.
8 Clever Examples of Empathetic Content Marketing in Action
1. LUSH
Content Type: Video
With the tagline, “Fresh, handmade cosmetics,” LUSH is a beauty brand that is all about natural products. As such, we see its radical transparency showcased in the "How It’s Made" video series, where LUSH goes 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 visuals (pun intended) 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.
How it shows empathy:
LUSH customers want to buy beauty products that are truly natural. They care about using fresh, organic, and ethically sourced ingredients -- hence why the videos feature colorful, close-up shots of those organic lemons and sea salt to drive that point home. Taking customers inside the factory and showing them every part of the process -- with a human face -- assures them that they can consume these products with peace of mind.
2. LinkedIn
Content Type : Ebook
LinkedIn Marketing Solutions is all about mobilizing marketers to grow their audience, create more effective content, and, ultimately, achieve their goals. Naturally, LinkedIn wants its audience to leverage this service to achieve those goals. While it produces plenty of content related to the benefits of LinkedIn, the team has made a significant push into content that educates all levels of marketer on a variety of topics (as you can see on its blog).
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How it shows empathy:
One immensely effective empathy marketing tactic is education. LinkedIn wants to empower its audience to do work better (and use its product to do so), and this
Through offerings like this, customers learn that they can rely on LinkedIn as a trusted source to guide them in the right direction, and LinkedIn can continue to provide solutions through its product offerings. It’s a win-win all around.
3. The Home Depot
Content Type : Infographic
The Home Depot is a home and garden supply store that caters to all types of builders and DIY-ers -- whether you're a construction worker building a gazebo or a homemaker experimenting with gardening. In other words, their content must cater to various demographics.
As Home Depot is all about the DIY, its marketing focuses on what its supplies can help you do -- not just what the supplies are. This "Grow a Living Salad Bowl" infographic teaches consumers to grow their own salads, offering information on how to do it, which vegetables grow best, and what supplies they need -- all with minimal branding.
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