Plenty of marketers constantly talk about the great benefits of content marketing, however, the goal of any content marketing campaign is to create a strong connection between the brand and its target audience. Simply creating content for the sake of creating it is not going to work.
Instead, companies should be creating content that the consumers will truly value because it will be addressing the biggest pain points of the target audience.
When these types of content marketing campaigns are driven by empathy, they become a lot easier to develop.
Whenever a company is able to put itself in the shoes of the target audience, it becomes incredibly easy to acknowledge the audience’s struggles and think about the best possible solutions for them. This is precisely why empathetic marketing strategies are so beneficial for businesses.
The goal of all security solutions from Microsoft is to keep their consumers’ data as safe as possible. This means that another goal of the company is to educate the target audience and explain why its solutions are important for them.
Although data security is not the most interesting topic, Microsoft managed to create a brand new interactive website which clearly explained data security to the target audience.
The website “Anatomy of a Data Breach” provided information for the consumers with this topic through a very relevant perspective.
The company created a website where consumers could see through hackers’ eyes. They were guided through every stage of a data breach and could learn how data gets stolen. Although consumers already know that data breaches are an issue, they don’t always know how they can happen, and when Microsoft made an engaging story with real data, it managed to bring the problem to life in a very accessible way.
The beauty brand that creates natural products decided to create a video series going behind the scenes and showing consumers how some of the company’s most popular products are made. In the video series, every episode featured a different employee from the company in the so-called “Lush Kitchen”. The employees narrated every step of the process of product creation, and with the help of visuals, Lush managed to showcase the natural ingredients in every product.
Between shots of fresh fruits, piles of salt, and tea infusions, consumers could get a good visual impression of how their favorite products were created. This campaign was as educational as it was interesting and clearly showed how the company cares about using organic and ethically sourced ingredients for its products.
The target audience of this brand is looking to buy beauty products that are natural, which is why the company decided to feature colorful and close-up shots of the different ingredients that are used in the brand’s products, to clearly drive the point home.
By taking the consumers inside the company’s factory and showing them every part of the process, as well as a human face to go along with the message, the brand made sure that consumers understood what they were buying.