I love and am always reading up on content marketing (or pretty much anything else to do with marketing) and I started to notice a common theme. There is a common theme for which all of your content should be based on and that is:
Yup, that’s it. What is it? Empathy is about vicariously understanding your audience and working hard to serve their needs.
“Seeing the world through the eyes of others gives you a competitive advantage because so few businesses have a disciplined method for doing so.” – Brian Solis
Ain’t that the truth! Preach on Brian!
So the next time you revise your customer journey map make sure its based on empathy journey mapping and I believe you will start seeing the results within a couple of months. Empathy isn’t cheap in this age of content shock. If you provide it to your audience in an honest way you will become more valuable that you ever thought.
Manpreet Jassal (@mjassal)