As we make our way over the peak of the coronavirus outbreak, people have begun to ask some important questions.
What will the world look like after this?
Will we be more hedonistic, living for the moment? Or will months of social distancing result in a generation of more cautious people?
Might the current crisis encourage us to care a bit more about others? To see the world from their perspective?
Many businesses are using the lockdown period to assess their best route out of the crisis. And my suggestion to those who do a little self reflection during this period of isolation is to focus on one word: empathy.
Those who see it as their most important tool will be best-placed to succeed in the post-coronavirus world. Whatever it ends up looking like.
Why marketing needs empathy
Empathy was important for brands before the coronavirus outbreak, of course. But they didn’t use it enough. Far too often, companies cast themselves as the protagonist of the story instead of supporting those they served.
They assumed they knew their customers and what they wanted. So they played the role of a travelling salesman from the 1950s. Interrupting our conversations, they implored us to step right up, click here, and buy now.
But it didn’t work very well, because we didn’t like being sold to in this pushy way. In fact, we didn’t like feeling we were being sold to at all.
Instead, we wanted a conversation. We wanted to go on a few dates before brands started asking us about wedding venues.
We wished companies would really listen to us and make our lives easier.
Forward-thinking brands got this. They realised that if they created helpful, free content that enabled their prospects and customers feel more knowledgeable, then they’d gain their trust.
In his book This is Marketing, Seth Godin states that marketing is the generous act of helping someone solve a problem.
And there will be plenty of problems to solve in the post-coronavirus world.
Create content that helps people
The other side of the coronavirus outbreak is still a bit of an unknown. But it seems likely that this helpful, free content will still be the best way to connect with people. The best way to help them solve their problems.
After all, it’s already proving to be the case during the worldwide lockdown. Whether it’s videos explaining how to make bread or articles with tips for homeschooling your kids, you’ve probably consumed helpful content during these last few weeks.
But what’s in it for the creators of this content?
Well, it helps brands to position themselves as an authority in their respective fields. If you’ve read some of their articles and have felt like they’ve genuinely improved some small part of your life, then you’ll probably trust them a bit more.
And this trust is key to convincing people to buy your product or service. It might not be immediate, because marketing doesn’t work that way. But by creating engaging content, you give yourself a much better chance of turning your readers into customers further down the line.
What’s more, people are choosing to consume your content. You’re not playing the travelling salesman. Unlike direct advertising, you’re not interrupting anybody or pushing anything on them.
That’s the beauty of content marketing.
Marketing in the post-coronavirus world
Telling a compelling story that connects with your audience is immune to the measures governments have put in place to tackle the virus. All you need is a website, an understanding of what matters most to your customers and prospects, and a talented writer who gets marketing.
That’s why content is likely to play a pivotal role when it comes to marketing in the post-coronavirus world. It allows you to connect with your customers even if you’re at a distance.
And I’m not talking about some generic newsletter here that begins with “we know what you’re going through” or “in these uncertain times”.
People have received enough of those.
I’m talking about seriously understanding what matters to those who you’d love to be your customers. And then creating engaging content that they’ll look forward to receiving. Content that educates and entertains them. Content that makes them more knowledgeable. Content that they’ll want to share with their friends and colleagues because doing so reflects well on them.
Imagine two companies are aiming to win your custom in a few months’ time.
One of them has done some market research to understand the challenges you face in the post-coronavirus world. Armed with these insights, they create content that will help you to solve some of these challenges. They speak to you like you’re sat opposite them in the living room. And they don’t push their products on you.
The other company doesn’t do any research because they think they already know what you want - a product like theirs. And so they follow you around the internet, interrupting you with special offers and “buy now” buttons.
Which company would you be more likely to build a relationship with?
Our prospects and customers are going to be facing new challenges in the next few months.
Let’s use content to help them to face these challenges.
Let’s show a bit more empathy.
I work with brands to create helpful content that engages their audience and builds trust and authority over time.
Find out more about my services, here.
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