That is the reason why Content Marketing based on empathy is a powerful strategy for B2B as well as B2C companies. If you are not an SEO copywriting specialist, you can outsource content writing. And if you are still not assured about its relevance, let’s take a look at content marketing campaigns that are based on empathy from different angles.

#1  Lush

Type of content: Video

With the motto: Fresh and Handmade cosmetics, Lush is a cosmetic brand being famous for their natural-origin products. Honestly, we can clearly see this fact in the series “How’s it made” (produced by Discovery Channel).

In the series, viewers are allowed to take a look backstage and witness their renowned manufacturing process. Each episode specifically describes a real activity of Lush employees in the “kitchen”, demonstrating step-by-step how they make a single product.
The viewers can experience the real “Lush” – the freshness of every ingredient: a basket of fresh lemons, a pack of tea leaves, and pure salt; all of them blend with each other. Those images are not only interesting but also highly educational.

How this content expresses empathy

Customers always want to purchase products that have natural origins. They concerned about the fresh, organic ingredients in the cosmetics, and Lush has a clear understanding of this matter. Those colorful, close-up, and specifically described videos certainly dispelled the worries of prissy customers.

Taking them to the factory and letting them watch every procedure, with real faces and real action, is the most solid insurance for the customers to continue purchasing products made by Lush.

#2  Linkedin

Type of content: eBook

The solution for marketing LinkedIn is to persuade marketers to develop different targeting audiences and to create effective content by exploiting LinkedIn to reach their final aims. The developers of LinkedIn have created a lot of content that belongs to a diversity of topics on the blog so they are able to serve all types of marketers.
“Native Advertising: What It Is. How to Do It” is a 27-page e-book that provides a lot of useful information regarding this subject; it has become one of LinkedIn special service for enterprise marketing.

The e-book contains tips, statistical figures, in-depth analysis of many methods of natural marketing, as well as their strategies and benefits.

How this content expresses empathy

One of the most effective topics of content marketing is education. LinkedIn offers customers the right to improve their business by themselves (with tools and methodology provided by the company).

Through this kind of service, customers know that they can trust LinkedIn as a reliable guide, and LinkedIn can continue to supply appropriate solutions by selling their products. It is a move that will bring benefits to both sides.

#3  The Home Depot

Type of content: Infographic

Home Depot is a trademark in the field of housing, gardening products, and service, serving all types of customers, from construction workers to amateur gardeners. In other words, their targeted customers belong to a wide range of the demographics.

Aiming for handmade, craft commodities, Home Depot marketing focuses on what their products help you to do (not simply what they have). The “Growing a Living Salad Bowl “ infographic instructs consumers to plant their own vegetables, and provides information about methods, the most suitable time for veggies to grow, and the necessary equipment. At the same time, the brand element is minimized.

How this content expresses its empathy

Customers always want to build a vegetable garden by themselves for their family, but they require help in terms of information, and they need to be encouraged. Infographic has great effects on urging customers to start gardening.

4. Dove

Type of content: Instagram post

Dove is a very successful beauty brand when it comes to creating a positive, friendly, and love-filled atmosphere for their fans on social media networks. Most of the Dove posts on Instagram are for the purpose of motivating girls and women to pay more love to themselves; their messages and interactions are also created to inspire people to follow this idea.

Not only do they share wonderful messages, but also these posts usually assign some “exercises” for the viewers to practice loving themselves: tagging a friend or writing a short diary paragraph. Dove is using Instagram as a free but powerful online marketing tool while giving inspiration to their customers for action at the same time.

How this content expresses empathy

Dove posts and articles remind the customers about their values continuously; it’s also a method to recognize the good characteristics of themselves as well as the people around them. This is not only a tactic from Dove to build relationships but also a proven means to bring merits and happiness to people.

A study from the University of Carnegie Mellon (2013) showed that self-confidence helps you work more efficiently under stressful conditions. This is an honest and scientific approach to pouring liveliness into people’s daily lives.

#5  Extra

Type of content: Interactive website

We have encountered numerous chewing gum advertisements that are based on the motif: a sweet, romantic date. Extra also develop their content depending on this idea. They realized that gum is a part of daily life; it seems to be a common product, but its widespread existence allows it to witness numerous moments in human life.

Therefore, the purpose of “#givextragetextra” content marketing campaigns is to celebrate those moments – an exciting fishing trip or meeting with friends by using artistic drawings.

This interactive website recommends users upload pictures of memorable moments in their daily lives, and these images will be transformed into sketches. They even get a chance to appear on the packaging of Extra products.

How this content expresses empathy

Gum is usually tied to the idea of increasing intimacy; it keeps the breath fresh so that people can get close to each other. In the age of technology, daily moments of intimacy are usually ignored; this campaign helped users to treasure and passionately celebrate those wonderful moments with their families. Extra is helping its customers to live a more fulfilled life.

#6 Microsoft

Type of content: Interactive Infographic

Security solutions from Microsoft keep the users’ data safe. The next goal is to educate the users and explain to them why this Microsoft product plays an important role.  However, data confidentiality is probably not an attractive topic to the majority of the audience, not to mention numerous brands that have been talking about this issue on a daily basis.

Microsoft made a turning point – an interactive website called Anatomy of a Data Breach. This website explains problems related to data breaching via a new and entertaining perspective: data-invasion cases in real life.

The audience can take the role of hackers; they are guided through steps used to invade the database, as well as the exact method to steal the information from it. Via the statistics shown on the website, the message of the brand becomes extremely apparent.

How this content expresses empathy

We all know that data breaching is a serious threat, but not everyone has a precise understanding of its causes. Using an infographic that contains interesting stories and visual data, Microsoft made the problems interactive and accessible more than ever. Through this method of interaction, customers realize their shortcomings and what they should do to protect themselves.

#7 Michael’s

Type of content: Blog

Michael’s is a long-established brand supplying handmade or job-teaching tools and commodities, but what makes them able to fully integrate into the world of the audience is a blog named The Glue String which has a variety of content.

Some articles such as “12 Ways to Store Washi Tapes” seem a little silly. However, they offer what handicraft lovers consider the most intimate aspects of life.

How this content expresses empathy

Crafting is an interesting hobby, but almost everyone occasionally gets confused when dealing with it. Giving away free tutorials and tips can greatly assist the audience in improving their results and reducing possible headaches. Besides, followers are eager to share those articles, helping Michael to approach more people.

8. JetBlue

Type of content: Video

Jetblue is a brand that is well-known for its remarkably humorous and unique customer service. This American low-cost carrier often aims to promote the world on planes and in airports.
With a great sense of humor, Video Flight Etiquette talks about issues that anyone can encounter when they travel: too excited to travel by airplane, the person next to you is too talkative, etc. Using a “contrastive” tutorial of  “How NOT to”, they have expressed the voice of their brand.

How this content expresses empathy

Many situations that may happen on your flight can turn your trip into a nightmare. Those short films offer some ways that can help you to “rescue” those difficulties with insight and educational comprehension.

9. J.Crew

Type of content: Instruction through visual effects

J.Crew is a trendy fashion brand that always conducts marketing in regard to people’s lifestyles and their fashion within that context.

The above article is a perfect demonstration of the idea. The design is the main part of their job and it’s totally natural if it is shown to the public. Through these designs, J.Crew presents tips for usage, illustrations, annotation, and finally the direction of their products.
How this content expresses empathy.

Customers want to express their styles and personalities through fashion. The brand offered more options, and more styles to the customers through its own products.

Are you ready to follow this direction?

No matter which fields you are working in, from writing digital product reviews to conducting marketing for a big company or selling goods as a small vendor, you need to remember: When you create the content, prioritize your customers’ wishes, requirements, and expectation over yourself is a smart way to develop your brand.

By doing so, you give out a message to your customers that you truly care about them, above all else. Customers will want to work with (B2B) or support (B2C) the companies and characters that they adore thanks to these content marketing campaigns. Take a hint of this matter!