contart24 Archives - Baird Media https://baird.media/tag/contart24/ The Podcast People Fri, 25 Apr 2025 11:24:38 +0000 en-ZA hourly 1 https://wordpress.org/?v=6.9.4 https://baird.media/wp-content/uploads/2023/11/cropped-cropped-cropped-BairdMedia-_-Brand-Manual-1_BM-_-ROUND-ICON-_-WHITE-32x32.png contart24 Archives - Baird Media https://baird.media/tag/contart24/ 32 32 Why Do You Need Content Marketing? https://baird.media/why-do-you-need-content-marketing/?utm_source=rss&utm_medium=rss&utm_campaign=why-do-you-need-content-marketing Mon, 22 May 2023 04:00:02 +0000 https://baird.media/?p=53273 If you are having some doubts about whether content marketing is the right approach, you need to ask yourself two questions. What are those questions? This article explains it in detail.

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Baird Media Blog Article Why do need content marketing
  • Blog, Content Marketing

Why Do You Need Content Marketing?

If you are having some doubts about whether content marketing is the right approach, you need to ask yourself two questions. What are those questions? This article explains it in detail.

This is an extract from the book Purposefully Repurposed for Profit by Hendrik Baird. 

 

Do You Need Content Marketing?

If you are having some doubts about whether content marketing is the right approach, ask yourself two questions.

The first is if you want to generate new customers.

The second question is whether you want to have a relationship with people who are already your customers.

A ‘yes’ answer to either (or both) of these questions will clearly indicate the need for a content marketing strategy.

 

Generating New Customers

If somebody has never heard of your business, they will have no reason to visit your website.

They will not have any motivation to follow your social media accounts, listen to your podcast, or subscribe to your email newsletters.

They will have no motivation to invest their attention and time into reading a 1,200-word blog article explaining exactly how wonderful and necessary your product is.

They don’t know your product, not yet having bought it, nor do they even know that they may need it.

Content marketing will speak directly to a problem they have and provide them with solutions. It is a way to show them that you are an expert in your specific field.

They may not (yet) care about your product, but they have a problem for which they need a solution.

Whether it is to be tax compliant or how to keep pests out of a vegetable garden, once somebody has a problem, they will start looking for solutions.

If your content speaks directly to how to become tax compliant or get rid of those pesky bugs eating your crop of kale, the chances of getting value out of the solutions you provide may just catch their attention.

How exactly to do that, we will discuss later. 

Once they have interacted with your content, they might try to apply the solutions themselves.

If they succeed, then well done, as you have provided a solution.

Now you have some measure of credibility in their mind, and they might just return to other content to help solve similar problems they may have, such as how to make a cash flow projection or when the ideal time is to plant certain crops.

If you provide a link to products that might help them solve their problem without much hassle, the chances of them clicking through to your website to engage your accounting services or buy seeds from your nursery increases exponentially.

 

Building Relationships with Existing Customers

One of the best ways to market your product is through word-of-mouth.

It takes one satisfied customer to talk about your product, and so they become a part of your sales team.

And the best part?

You won’t have to pay them for it.

They will do it absolutely free of charge if they are thrilled with your product. 

In other words, they will become your brand ambassadors.

This is free marketing for you, and it’s the best kind.

Let’s imagine you have 1,000 satisfied customers.

If each of them were to tell just one person about your product, you don’t have to pay social media to boost posts, you save money from not having to buy Google ads, and you don’t have to place adverts in the press or pay a marketer. 

By engaging with a satisfied customer through content, such as in a newsletter, they will do the hard lifting for you.

They are happy with your product and remain happy by engaging with your content, which continues to solve their problems in an entertaining way.

They will return again and again while spreading the word far and wide. Your job is to publish the kind of content they want to consume and build on the relationship you already have with them. 

 

Benefits of Content Marketing

If you are still unsure about the value of content marketing, then these benefits should be the final convincer.

 

Benefit: Google likes content

The Google bots are searching the web every second of every day, and all they are looking for is great content.

The better the content, the higher your website’s ranking on the search results will be.

Google is obsessed with providing search experiences that deliver exactly what a user is looking for.

There is simply no better way than providing high-quality content to give that experience.

Google tends to send more traffic to websites than to social media pages.

Great content will dramatically boost traffic to a website filled with valuable information, and this is the most effective way to get organic traffic.

 

Benefit: Content marketing results in more sales

What is the point of more traffic to your website if it doesn’t result in more sales?

Most people won’t buy the first time they hear about a business.

They have to go through a buying process before they fork over their hard-earned cash.

It all starts with the awareness stage when they realize they have a need to be fulfilled.

Next, the consideration stage follows, during which time they consider the various options available to them.

Finally, they make a decision during the last stage, choosing an option best suited to their needs.

This process is helped through content marketing in that it brings a potential customer one step closer to making a purchase and, since they already have a relationship with your brand through your content, it leads them to choose you above your competitors.

 

Benefit: It puts sales on autopilot

You could go the old route of the salesman traveling from town to town, knocking on doors, trying to sell a vacuum cleaner (or whatever).

The chances of getting a result are very small, and you’d have to knock on many doors in many towns and cities to fulfill your sales quota.

Or, using the content marketing route, you can simply wait for when the customer is ready for your product—after they have engaged with your content a few times.

This is no longer a cold sale, which is very difficult.

Your customer has already warmed up to you and so is more easily converted.

Instead of you pushing your (unknown) product to them, you pull them to you when they are ready.

 

Benefit: You control the conversation

Let’s imagine somebody is in the market to buy new living room furniture.

This is usually a pricey item, and very few people will just walk into a shop and buy the first product the salesman shows them.

It usually takes a lot of research before a customer decides on the color, fabric, and style.

Your content marketing will become part of their research, giving you time to educate them about the value of a high-quality, durable item before they make up their mind what to buy.

Content marketing helps you to control the conversation, informing the customer of what they need before they even know it themselves.

 

Benefit: It’s much less annoying than traditional advertising methods

How would you feel if you were interrupted in the middle of the day by someone trying to sell you something you don’t really need?

You’re browsing the web and an ad pops up, and all you want to do is close it as quickly as possible.

I mentioned ad blockers earlier.

Did you know that almost half of internet users have activated ad blockers?

Marketing is much more effective when you build a relationship with a potential customer through your inspirational, educational, informative, and entertaining content.

 

Benefit: Your brand awareness is amplified

Let’s return to our accountant who has written a really informative article on how to deal with the tax man.

It ranks on page one of Google search results under “how to pay less tax.”

Tens of thousands of people search that exact phrase every day.

The accountant’s article is read by these people, and they get practical advice on how to claim for expenses they didn’t even know they could claim for.

I’m sure you will agree that this accountant has an advantage over her competitors, and her brand will tend to stick in the minds of those who have read it 100% more than somebody whose ad was blocked and not even seen in the first place.

 

Benefit: It gives your brand credibility

Even if just a quarter of the tens of thousands of people who saw your article on page one of Google results click on your article, and even if only a quarter of those actually read it, that still leaves several thousand people who have benefitted from your in-depth advice.

For them, you have become a credible source of information, and you are seen as a thought leader, someone that can be trusted.

Many of them will convert into customers, and most will talk about it with their family, colleagues, and friends, bringing you added word-of-mouth value.

 

Benefit: It compounds return on investment (ROI)

The hour it took the accountant to write the article has already had a great return.

Now she follows it up with a second article, in which she points out which investments bring the highest returns.

Her brand is again seen by tens of thousands of people who searched for this type of information, dramatically increasing visits to her business’s website.

From there, they click links to other pages on the website, and soon her investment of a few hours is rewarded by a lot of money being spent as new customers engage her services.

Benefit: It grows your social media following

Once a customer has found the content on your website, they might choose to follow you on social media so that they will be kept informed when you publish more useful information.

If it is engaging enough, they will most likely share the social media post with someone they know.

This has the potential of increasing your social media following over time.

 

Benefit: It drives people to your website’s product pages

When you regularly publish quality content, more members of your audience are driven to visit your products pages, both directly and indirectly.

By including links on your content pages, they can click on them and directly get to where you want them to go.

When you write superior content, other websites will link back to that content, creating an indirect drive back to your content.

As we saw earlier, search engines such as Google really like content.

When other people have links on their websites to your content, these are called backlinks.

Google sees backlinks as a vote of confidence in your content, a kind of testimonial that the article you wrote is a valuable resource.

The more backlinks you have, the more likely it becomes that you will rank on page one of search results.

This creates a much higher probability rate that someone will buy from you.

 

Benefit: Answer questions before they are asked

Customer service teams have to answer the same questions from customers almost every day.

You can be one step ahead by creating content around the most frequently asked questions, which means customers can have their queries resolved long before they make the decision to buy. 

When looking at these benefits, it is easy to see why content marketing is the route to follow.

It will be worth your while to develop a good content marketing strategy and start producing quality content for your brand.

The great thing about content marketing is that it will work no matter what industry you are in.

 

Read The Book

Hendrik Baird wrote “Purposefully Repurposed for Profit” as a guide for podcasters who are not getting the full content marketing value out of their podcasts. This book shows you in detail how to repurpose the podcast to receive the above benefits for your business.

Get the book PURPOSEFULLY REPURPOSED FOR PROFIT today.

 

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]]> How to Use Data to Drive Your Content Marketing Campaigns https://baird.media/how-to-use-data-to-drive-your-content-marketing-campaigns/?utm_source=rss&utm_medium=rss&utm_campaign=how-to-use-data-to-drive-your-content-marketing-campaigns Mon, 12 Dec 2022 04:00:15 +0000 https://baird.media/?p=53507 What role does data play in deciding what content is best suited to your intended audience? Help your creative team create the right podcasts to repurpose for success using data.

The post How to Use Data to Drive Your Content Marketing Campaigns appeared first on Baird Media.

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Baird Media Blog Article How to use data to drive content marketing campaigns
  • Blog, Content Marketing

How to Use Data to Drive Your Content Marketing Campaigns

What role does data play in deciding what content is best suited to your intended audience? Help your creative team create the right podcasts to repurpose for success using data.

Content marketing is to all intents and purposes become the holy grail of any marketing campaign.

When people start creating content for marketing purposes, it is usual that they turn to creative people to help them create podcasts, blog articles, graphics, and all the other bits and pieces that form the core of content marketing.

What they often neglect is looking at the data to inform them as to what content is best suited to their intended audience. 

 

Data is Important

It must be stressed that as much as the content needs to be expertly produced, the value of data must be acknowledged.

It is data that should both inform what kind of content needs to be created, as well as measuring the effectiveness of the content once it has been distributed.

The data therefore should serve both as signposts as to what content is required and how engaging it is to the audience.

 

Data Must Guide Content Creation

Before you even begin the process of creating content, you have to spend time analyzing the data that will inform what content has the potential to bring the best returns.

Let’s look at the various pieces of data you need to gather and understand before you start.

 

Who is the Target Audience?

The quickest way to waste your time and energy when creating content is to make assumptions as to who your audience is.

There are three sources of data which you can use to determine your audience.

These are Google Analytics, your CRM, and your sales teams. 

 

Google Analytics

There is much you can learn by studying Google Analytics.

You will learn the exact audience demographics by investigating for instance your website metrics.

These include clicks, contact requests, the number of pages visited, bounce rates, etc.

 

CRM

Your Customer Relationship Management (CRM) is a potential goldmine of information.

It should contain information about every inbound lead and every customer.

A detailed CRM will reveal why a customer reached out and which content drove them to take action.

Customers can provide a wealth of information when they interact with your business, such as location, age, gender, etc.

Perhaps they completed surveys or signed up for certain services.

Use this information to create a customer profile or buyer persona. You can add extra information to the buyer persona by conducting experiments, running surveys, and doing case studies and research.

 

Sales Teams

If you have a sales team, it would be insightful to get anecdotal guidance from them about what audiences respond well to in their interactions with them.

Perhaps they can draw on their experience during outbound calls or demos.

Their insights into the pain points they encounter will be valuable and can guide content ideas.

 

Evaluate Your Current Performance

If you have already created content, it is always a good idea to go back to it and assess what has been working so far and what has been less than successful.

Your first port of call should be the analytics available within your website.

Have a look at the data you can glean as to which of your blog articles have done the best in terms of number of clicks.

Also look at sessions, unique sessions, session duration, pages per session, time on page and bounce rates to get a bigger picture.

Google Analytics is your friend and you should make sure you get as much data from this source as well.

If you have a podcast, then look at the number of listens and the average duration of listening time for each episode to give you a clearer understanding of where engagement is highest.

Do the same on social media.

Have a look at your followers and connections, see who has interacted with your posts, check out their profiles, and investigate your paid campaigns to glean as much information as you can. 

You will soon start forming an idea of which pieces of content have been getting the most traction.

You will never be everything to everyone and you cannot please all the people all the time.

Every consumer has different preferences which guide their buying behavior.

This also means every single person has a different path to purchase.

When you can start tracking buyer journeys, you are increasing your chances of converting them into paying customers.

This can be done by having a much more targeted approach with your content.

By analyzing the data, you will be able to develop a snapshot of the buying habits of your customers.

As soon as you have a clearer understanding of the media channels that are performing the best, you can start replicating those to increase your conversion rates.

 

Develop a Clear Content Strategy

One of the biggest challenges you will have is making sense of the data.

To make sense of it, you will have to become a sort of Sherlock Holmes, analyzing the clues and making educated deductions.

Follow the evidence as far as it takes you, looking at each key performance indicator (KPI).

Sometimes you will only get hints, while at other times the facts will be glaringly obvious. 

You might for instance find that high pages per session seem to indicate a positive KPI, but when you look at the time spent on those pages, you may find the session duration is very short.

You may deduce that the users are scanning the pages but not finding what they are looking for. 

Perhaps the bounce rate on certain website pages are very high, which could give you a clue that the landing page or the FAQ pages aren’t covering the right topics. 

Take as much time as you need to dig as deeply into the data as you can.

Sometimes you will strike the pot of gold; at other times you might be like a dog barking at a tree in which there is no cat. 

Always remember that quality beats quantity every time.

Don’t try to Band-Aid a problem you identify when investigating data by throwing more content at it.

One high quality piece of content is always preferable to a myriad of low quality ones.

 

Know Your Keywords

To rank on page one of Google results is never a fluke.

It only happens because keywords have been meticulously researched.

This is true for both articles you write for your blog pages and your website landing pages.

When you look at your own search behavior, you will notice that you most likely type in a question in the Google search bar.

It therefore follows that your content should be answers to questions, influencing your keyword choice. 

There are several online tools you can use to research keywords.

Keywords Everywhere is a useful browser plugin, but there are many others that you can consider, both free and paid for.

When deciding on which keywords to use, consider the following:

  • Search volume: This shows you how many monthly searches there are for any specific keyword, whether they are long-tail or short-tail keywords. Short-tail-keywords are one or two words that people use for general search queries, while long-tail keywords consist of three to five, or even more, words.
    • Difficulty: Each keyword will have a score that predicts how difficult it is to rank. The Quality Score will be based on location, search network, and search query. In essence, this score will tell you how well your keywords compare to those used by your competitors. 

Ideally, you want to use keywords with a monthly search volume of 50 or more, and that have a mid-to-low difficulty score.

The rule of thumb is to have the difficulty score 10 points or lower than your domain authority score.

It will make more sense to use many keywords with lower monthly search volumes and lower difficulty scores than just using one highly competitive keyword that you will not stand a chance ranking for. 

Why?

Because if you are regularly ranking for keywords with low search volume, the chances are you will also rank for variations of those keywords.

This gives you a higher probability of increased total search volumes when you are targeting a specific topic.

Also take into account that when you regularly rank well for a keyword, even if it is low-volume, it will reverberate across your search presence.

As soon as people can find your content on search, it means that there is a higher chance that those who are searching for those keywords will see your content.

Once that happens, your content becomes shareable on social media and linkable in other people’s content.

You need these kinds of backlinks as it increases your page authority and therefore your domain authority.

This will have a direct and positive influence on your overall search performance.

Your keywords should be built into all of your content, such as:

  • Title tags: Keywords should be used in title tags. The earlier you use them, the better.
  • Subheadings: Find a way to naturally integrate your keywords into at least one of your subheadings.
  • Opening paragraph: Your keywords should show up early in your content. This ensures that you are getting down to the business at hand in as quick a way as possible.
  • URLs: While you want to keep your URL structure as clean and concise as possible, build your keywords into it whenever you can.
    • Images: Add your keywords into image files names and image alt text whenever possible.

 

Develop Content Briefs

Take each of your researched keywords and use them to find the top-ranking websites, then do an analysis of what content has already been created for each keyword.

By doing this, you will be able to get some guidance on what you need to do to also rank for that keyword. These include:

  • Average word count: Look at different content pieces that rank for each keyword and do a word count for each and calculate an average. This will guide you as to the length your content should be;

 

  • Main questions that need answering: Remember that people usually type in questions when they search? If you can identify the questions, this will clearly guide you towards the answers you need to supply;

 

  • Secondary keywords: Apart from the main keywords, you need to decide which other keywords are most appropriate, so that you can include them in the text body;

 

  • Major topics: Your content brief must include the major topics that you will need to cover and discuss in detail;

 

  • Meta description: This is the text snippet that will appear on the search result or on social media when a link is shared. Have a look at the meta descriptions of other content and develop one that will guide the content creation in the development brief.

Most people leave SEO until after they have created the content.

By doing your research first, you will be able to stop guessing what works and what does not.

Develop content ideas based on a thorough understanding of what content already works and capitalize on that.

 

Create the Content

The process outlined above is in essence reverse engineered content creation.

You can only really start creating content when you have done your research. The engaging content you create will then be able to include logical funnels that cash in on relevant content of high quality. 

Demonstrate your thought leadership with high-impact and high-value content.

As data precedes any content creation, you will be able to generate results that are long-lasting.

Remember too that evergreen content has a much longer shelf life than content that is time-bound.

You want to create content that will still be relevant in the months and years to come.

Content marketing is a long-term marketing strategy, so ensure your content is not only based on data, but that is of such a quality that it will generate lasting results.

 

Measure Again

It can take three months or more for your content to ‘mature’ into its ranking.

Don’t start tracking success too quickly.

Give the content time before you start tracking the metrics.

A podcast episode will build up listeners over time, so if you are looking for short-term results, you may be bitterly disappointed. 

Define the metrics you are using to measure performance carefully and be precise when measuring it.

You need to understand why some content has strong numbers and why others are weak. You want to repeat your successes and stay away from mistakes.

In the long-term, you will be able to refine your content creation, as long as it is based on trackable data.

 

No More Working In the Dark

Once you start using data to drive decision-making concerning content, you will be able to know clearly where you want to be and be able to chart a course to get to your destination.

You will no longer be guessing in the dark, but your decisions will be based on measurable metrics that will guide you along your journey.

The content marketing journey will never end, and you will be assured of the milestones and ultimate destinations as long as your decisions are firmly based on data.

 

Podcasts Don’t Make Themselves - But We Can Help

Your voice is your brand. Your podcast should sound like it.
We help creators, coaches, and businesses make shows that stand out – for the right reasons.
Book a free consultation and let’s build something powerful.

👉 Book a Session

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]]> Why AI is Becoming an Important Content Creation Tool  https://baird.media/why-ai-is-becoming-an-important-content-creation-tool/?utm_source=rss&utm_medium=rss&utm_campaign=why-ai-is-becoming-an-important-content-creation-tool Mon, 21 Nov 2022 04:00:53 +0000 https://baird.media/?p=49358 As AI tools are developed and improved, content creators will increasingly benefit from using them. You can take the tedium out of the content curation process by using AI.

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Baird Media Blog Article Why AI is becoming an important content marketing tool
  • Blog, Content Marketing

Why AI is Becoming an Important Content Creation Tool 

As AI tools are developed and improved, content creators will increasingly benefit from using them. You can take the tedium out of the content curation process by using AI.

The Rise of the Machines

I’m sure you are as wary of “the rise of the machines” as I am.

When someone mentions Artificial Intelligence (AI), I immediately think of HAL in Stanley Kubrick’s movie 2001: A Space Odyssey. 

HAL stands for Heuristically programmed ALgorithmic computer, a sentient artificial general intelligence computer in control of the systems of the Discovery One spacecraft.

We experience HAL as a camera lens with a red or yellow dot and a voice that speaks in a calm, soft, and conversational manner.

HAL only follows his mission parameters and the audience experiences him as a villain, but he actually is quite sympathetic. 

HAL’s most famous line from the movie is, “I’m sorry Dave, I’m afraid I can’t do that.”

This reminds me of the Little Britain series.

In one of the recurring sketches, Carol Beer, portrayed by David Walliams, is a perpetually disillusioned woman who, when typing information into her computer and discovering that the request cannot be met, answers with a deadpan, “Computer says no.” 

Today AI is becoming more commonplace and we easily ask Siri and Alexa quotations or give them commands.

Self-driving cars are becoming a reality and we regularly engage in conversation with online bots.

Even the recommendations we receive from Netflix as to what it thinks we will enjoy watching is a form of AI.

While AI such as ChatGPT has been hailed as revolutionary and world-changing, it does come with some drawbacks and risks.

It has been listed as one of the trends to watch in coming years, specifically when talking about content marketing, so we have to investigate what role it will play and how we can use it to our advantage.

 

What is AI and What Role Can It Play in Content Marketing?

AI is a broad term that covers many different technologies. There are four types of AI.

Reactive AI

This is the most basic type of AI.

It is programmed to provide output that is predictable based on the input received by it.

A reactive Ai will always respond the same way in identical situations and cannot learn new actions.

An example of a reactive AI is Deep Blue, the IBM supercomputer that can play chess and that beat chess grandmaster Garry Kasparov.

The Netflix recommendation machine and spam filters for email are also examples of reactive AI.

Limited Memory AI

An Ai with limited memory has the ability to learn from the past and can build experiential knowledge by observing actions or data.

It uses both its programming and data it has observed historically to make predictions and perform complex classification tasks.

A self-driving car for instance has the ability to understand and interpret incoming data such as the other cars’ speed and direction.

Their memory is, as the name suggests, limited, and is not saved in their long-term memory.

Theory of Mind AI

 When you have a conversation that is meaningful with a robot that is emotionally intelligent, it may look and sound like a conversation with another human being.

This kind of AI is not yet fully developed and remains some years in the future.

There have already been some examples of these kinds of robots, such as Sophia, an Ai that can recognize faces and respond to interactions with her own facial expressions.

Self-Aware AI

This kind of AI is self aware, not only of their emotions and intelligence, but also of the emotions of those around them.

This type of AI displays emotions and has desires and needs.

Self-aware AI is still in the realm of science fiction and the hardware and algorithms that will support it is yet to be developed.

The AI technologies that are at the moment available to us have many uses, from Grammarly offering recommendations to improve writing to Yoast that can help improve SEO.

Gmail uses AI to predict what word you will type next and your iPhone predicts appropriate responses to text messages. 

 

Using AI in Content Creation

It is the AI that has the ability to “read” and “write” human language that currently holds the most benefit in content creation.

They work with a technology called natural language processing (NLP) and, in the case of Siri and Alexa, with natural language generation (NLG).

The most advanced of these systems teach themselves to improve over time based on the inputs from the user. 

Current AI technologies can help the content creator in five ways.

  • It can automate small content initiatives;
  • It can get fresh topics and keywords;
  • It can gather user-generated content;
  • It can optimize content for SEO; and
  • It can improve content for landing pages and campaigns. 

If you are looking to create content, you can use AI to come up with a rough first draft.

It will still take a professional content writer to edit it and add the human touch before it can be published.

What is useful is the AI’s ability to analyze historical data to determine which posts had the highest engagement and make recommendations for content to capitalize on this data.

Finding fresh topics to write about can be a struggle.

An AI can generate countless topic ideas for content and find keywords to match in just a few seconds.

Having a great many topic ideas can enrich a content strategy and screen ideas that have the highest chance of engaging your audience.

Hubspot’s Blog Ideas Generator and Portents Idea Generator are examples of this. Number of ideas.

You type in your keywords and it gives you a list of ideas.

A study has shown that 90% of shoppers make their purchasing decisions based on the insights they get from user-generated content (UGC).

You therefore want to incorporate posts that relate to your brand and customer comments made on social media into your marketing campaigns.

You will need Ai to help you identify and collect feedback customers have made about your products or services. 

Everybody is chasing a page one result on search engines and unfortunately this is becoming more of a challenge every year as the algorithms that determine search ranking get tweaked and changed.

This is where AI-powered SEO can be of assistance, improving your rankings and increasing organic traffic by showing you hidden opportunities.

These may include backlinks and related keywords.

If you are familiar with the WordPress plugin Yoast, you will know how powerful  good SEO AI can be. 

Content still is king and having interactive landing pages that improve marketing performance is the holy grail that drives customer engagement.

An AI algorithm can do an in-depth analysis of the content on a specific page and recommend improvements for design and wording. 

 

Benefits of AI Content Marketing

As AI tools are developed and improved, content creators will increasingly benefit from using them.

One of the biggest benefits is that it will take the tedium out of the content curation process.

It takes a lot of time to get the latest news and updates and AI can speed up this process by searching through blog posts and articles, using keywords and interests, to bring the right resources to the attention of the content creator.

AI can assist in the automation of certain processes.

It can process large chunks of information quickly and give insights, pulling together relevant information a content creator can use to strategize with and then act on. 

We are all looking to improve the experience of the user and it is here that AI can be particularly useful.

It can help to balance the many touchpoints that a customer has with a specific brand, improving the front-end experience so that each customer feels they are having a personalized experience.

If you haven’t yet started making deliberate use of AI, now may be the time to start doing so.

 

Podcasts Don’t Make Themselves - But We Can Help

Your voice is your brand. Your podcast should sound like it.
We help creators, coaches, and businesses make shows that stand out – for the right reasons.
Book a free consultation and let’s build something powerful.

👉 Book a Session

Curious? Let's Talk!
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]]> 5 Ways of Using Empathy in Content Marketing https://baird.media/five-ways-of-using-empathy-in-content-marketing/?utm_source=rss&utm_medium=rss&utm_campaign=five-ways-of-using-empathy-in-content-marketing Mon, 07 Nov 2022 04:00:39 +0000 https://baird.media/?p=53479 What is empathy and how you use it in your content marketing campaigns? Why do you even need to come across as empathetic? This article shines some light on the subject.

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Baird Media Blog Article 5 ways to use empathy in content marketing
  • Blog, Content Marketing

5 Ways of Using Empathy in Content Marketing

What is empathy and how you use it in your content marketing campaigns? Why do you even need to come across as empathetic? This article shines some light on the subject.

It’s the age old question: Are you feeling sorry for somebody or do you understand what they are going through? 

Using sympathy in your content marketing may possibly only alienate the person you are hoping to reach with your message.

What if you tried being empathetic instead?

 

What is Empathy?

There is a difference between sympathy and empathy.

Sympathy is when you feel sorry for somebody, perhaps such as when they have lost a loved one.

Empathy is when you understand what somebody is feeling, therefore you are feeling with them.

The moment you can put yourself in somebody else’s shoes is the moment you have empathy with them.

When you do this, you acknowledge their struggles and experience the same emotions as they do.

To have empathy is not only feeling with them, it is also when you have the ability to employ critical thinking to find the best  solutions to those problems. 

Empathy is therefore having the ability to understand what other people feel on an emotional level and not be able to see things from their point of view.

When you can imagine yourself in their place, you are being truly empathetic.

This requires a high level of emotional intelligence (EQ), which means that you are in tune with your own emotions and feelings.

When you are indifferent to the pain of others or even hostile, you are not showing empathy but you are being apathetic.

Apathy is the direct opposite of empathy, as it displays a lack of interest, concern, or enthusiasm for another.

 

What is Empathetic Content?

In short, empathetic content is content that elicits a sense of human connection. It is content that connects with people and that has the power to influence them.

It is the type of content that brings a client back again and again.

To understand what it is, we first have to understand what empathetic content is not.

Empathic content is not opinion pieces. It was in his commencement speech at San Francisco University High School that educator Bill Bullard dissected the relationship between opinion and empathy.

He wrote, “Opinion is really the lowest form of human knowledge; it requires no accountability, no understanding.

The highest form of knowledge, according to George Eliot, is empathy, for it requires us to suspend our egos and live in another’s world.

It requires profound, purpose‐larger‐than‐the‐self kind of understanding.” 

Opinions are easy to express and need foundation in fact; they are divisive and judgmental. Opinions are looking to win. 

Empathy, on the other hand, requires humility and understanding. It builds bridges and are heavily reliant on curiosity.

Ultimately, empathy does not want to take, instead it wants to give.

Content that is empathetic is therefore infused with a “magnetic human element”, conveying much more than information.

Content that has empathy has the ability to create an emotional  connection in that it establishes trust and rapport, developing a relationship between a brand and its customers.

It requires the creator of the content to first listen so as to be guided by human insight and not their own opinion of what needs to be said.

Social listening is one of the ways of doing this, as is reviewing website analytics. 

When a customer feels that a brand understands them, then the content creator is at the core of empathetic content.

As a customer navigates their buyer journey, the decisions they make will be guided mostly by their emotions.

It is only when the content can speak to those emotions that the content will be on the path to success.

So, how does one create content that is loaded with empathy?

 

5 Ways to Use Empathy in Content

1. Make It Less About You and More About Them

We all know that one person who can never stop talking about themselves.

They are not much different from the person pushing their products or services onto you and before you know it, you have their business card in your hand or your inbox is flooded with spam messages.

It’s like the person whom you meet who, two meets after you have introduced yourself, cannot remember your name.

Does this impress you?

Probably not.

Marketers tend to be very skilled at explaining their products or services, treating their audience like a lot of dumb people sitting in the dark waiting to slurp up whatever is served up to them.

It is only when the audience is treated as a participant in the interaction that empathy becomes part of the content process.

Content that resonates with the intended audience member will be engaging because the experience is centered around their motivations and needs.

It becomes less about your desire to promote your brand and more about serving their intent.

Put your customer first. Create content that will provide solutions to their problems.

Help them expand their knowledge.

 

2. Create Value and Not Volume

One piece of content that provides value will outperform 10 pieces of content that don’t say much.

You know the saying “less is more”, don’t you?

Content that is created intentionally and that has a clear focus will be much more engaging than fluff pieces created because you think you need a lot to impress.

Make your website easy to navigate.

Rather have one high quality download than a great many of lesser value.

Keep product descriptions precise, clear, and to the point.

Run effective promotions.

Apply this mindset across all of your content and you will soon see results.

 

3. Be as Inclusive as Possible

Tailoring your messaging to the individual is the key to developing content that creates the impression that you are speaking directly to the wants and needs of your intended audience.

The more you know about the people who visit your website or interact with you on social media, the more specifically you can speak to what is important to them.

The moment you start humanizing your content by using a conversational tone and you start to use language and imagery that is diverse enough to create a collective experience for similar individuals, is the moment your content will come across as human and not something created by AI.

 

4. KISS – Keep It Short and Simple

When your priority is the experience of the user, you will find the KISS principle will work to your advantage.

People have to deal with a huge amount of information every day and they tend to filter what they consume.

The more complicated you make it, the more difficult (and frustrating) it becomes to navigate it.

Keep the calls to action to the minimum, but ensure they are clear.

People are lazy to click and cannot be bothered to read long blocks of text.

Keep it short, simple, and to the point, and see the results in your conversion rates.

 

5. Take Action on Customer Feedback

Nobody is perfect and there is always room to learn, grow, and improve.

Keep your finger on the pulse by asking for feedback.

This shows your customers that you are listening and reinforces the trust that you are building with them through your content. 

Use the feedback you receive when planning your content going forward. 

 

Take-Aways

There is so much content available to potential customers today that you are going to have to go the extra mile to evoke feelings and emotions from your audience by being in tune with who they are and what they need and want.

Start to think like your customer and prioritize their needs over your sales messages.

Use the content to build trust and loyalty.

Tell a story that strikes a chord and show your customer that you not only care about them, but you understand them.

When what matters to them starts mattering to you, is the moment your content will become filled with empathy. 

 

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