14 Ways to Show Empathy in Marketing Content

Empathetic marketing is ethical marketing (unless you're a psychopath). 🤡

There's no place that empathy doesn't belong along the B2B SaaS customer journey, from brand awareness to retention.

We know that, right? But how do we actually do it? How can we translate empathy from a shared feeling into an actionable way of creating content?

I asked this question to marketing and empathy experts who practice it every day, and I collected some great real-life examples from companies like Lunchbox, Notion, Slack, ClickUp, Xero, Intercom, and Descript that are putting empathy into action.

1. Talk (and listen) to real people
2. Ask questions
3. Echo the answers you hear
4. Immerse yourself in buyer communities
5. Develop (and actually use) marketing personas
6. Tell fictional stories that star your ideal users
7. Tell real stories that star your customers (in their own words)
8. Get personal with names and faces
9. Talk to your users as real people
10. Normalize human emotion
11. Practice extreme honesty
12. Accept users’ perceptions as their reality
13. Guide readers to the right next step
14. Give more than you take

Details, examples, and more info here: https://www.laurenlang.com/blog/14-ways-to-show-empathy-in-b2b-saas-content-marketing