B2B Brands: How to Build Empathy in Your Content Marketing

By Kaitlyn Bernauer

4 min read

Without empathy, content creation can fall flat on its face. Understanding the mindset of your target audience is an invaluable tool for developing meaningful content. The COVID-19 pandemic made empathetic customer experiences all the more crucial. Considering others’ feelings is something that’s drilled in from the time we’re children, but harnessing it as marketers takes some additional thought.

While business-to-consumer (B2C) companies have excelled at empathetic content for a while now; business-to-business (B2B) organizations have lagged. These tips can help you incorporate empathy into your content marketing strategy.

3 Steps to Create Empathetic B2B Content Marketing

B2B marketing often involves a longer sales cycle and more complex decision-making processes. However, your potential customers still have plenty in common with B2C consumers. Namely, they’re human. B2B buyers don’t turn off their emotional responses, and learning how to strengthen relatability and resonance with them is a powerful tool in your digital marketing strategy.

Step 1: Look Beyond the Logic

Content marketers know that B2B decision-makers need more logical proof than B2C buyers. Still, this doesn’t mean that this is the only aspect you should play into. While proving ROI is powerful, so is understanding your audience’s roles and needs. Demographics and customer personas help, but talking to your existing clients can help you develop an even deeper understanding of your audience. Offering personalized case data, customizability, and content that meets them where they are in the customer cycle is critical.

two hands with a heart in between

Step 2: Help Them Succeed

You likely already know the importance of showcasing how your product or service is helpful. Empathetic content marketing lets you take this to another level by highlighting your commitment to your clients’ success. Sharing stories and case studies that demonstrate your ability to help your customers achieve a goal, going beyond buzzwords to prove your knowledge of the industry, and personalizing recommendations based on use cases are all ways to move past the basics and build trust.

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Step 3: Humanize the Journey

Consider how your content and messaging should shift depending on where the buyer is within the customer cycle. Are they recognizing and searching for a solution to a pain point? Have they found a potential answer and are comparing products? Trends show decision-makers are waiting longer and researching more before reaching out to a sales team. Rather than assuming everyone will follow the same process, find ways to engage and adapt content across different channels and formats. Give them the information and insights they need to move further down the funnel with or without a two-way conversation.

Bonus: Tips to Get Started

There are numerous approaches to connecting more with B2B decision-makers, but these ideas can help you start creating a more empathetic digital marketing strategy.

  • Adapt and Repurpose Content: Getting more in tune with your customers doesn’t mean starting from scratch. Freshen up existing articles and research with new insights, advice, or infographics.
  • Create a Community: Find ways to let B2B buyers connect, network, and feel supported. Workshops, a podcast, webinars, or an industry-specific social media group can all achieve this.
  • Think Ahead: Our world continues to change rapidly. Put time and effort into research on changing behaviors and trends. Then, develop content that reflects it.

    gentleman pointing at rejecter screen

There’s no time like the present to start providing your audience with more empathetic and relevant content. For tailored help unifying your digital marketing strategy, consider contacting the experts at Front Porch Solutions. Our team understands the challenges of the B2B world and can help you start connecting and converting more leads. Get in touch today to get started.

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