How to create empathetic content - CMWorld 2020

Audio Transcript Auto-generated

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  And now let's think about okay, what can we do

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  in our content to make it more empathetic to push

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  this really forward?

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  And the first thing is, we want our audience to

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  feel now.

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  We've heard that before, but what you want to start

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  thinking about is how do I let my audience know

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  that they are heard right?

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  I hear this all the time that Brian I don't

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  have. I'm working with some big fortune 100 brands on

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  creating virtual events.

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  Right? That's one of the big things I'm doing now

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  is I'm building virtual event strategy and, like, we don't

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  really have the time to reply and answer every question.

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  And I always fired back and say You don't have

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  to reply to everything.

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  You don't have to answer every single question.

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  But what you do have to dio what you have

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  to start thinking about is what you need to acknowledge

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  and let them know that their voices heard either.

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  Hey, letting people know podcasters to this great like thanks

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  everybody who emailed I had hundreds of emails.

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  I'm gonna read three of them, right?

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  It's letting people know.

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  I heard all of your emails and here are the

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  three years they didn't read all 100.

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  And I think that's something that we often overlook is

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  that we get way.

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  Make the excuse like I don't have time for that.

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  And I think if we really want to create that

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  empathy, remember, empathy requires us to be able to be

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  in someone else's feet in your shoes, like put on

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  their shoes and feel what they feel.

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  Understand who they are, The things that impact them, why

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  they do what they do and and making sure that

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  we let them know that they are heard is a

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  big piece of this and something that is essential when

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  it comes to understanding that empathy.

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  The other one is what I started off to talk

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  with, right that intimacy.

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  How do I create an intimate experience?

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  Part of that is by putting a human face on

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  it right, making sure that your blogged has someone's picture

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  on it.

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  And that person, right?

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  Like I love seeing bloggers that are on live video

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  because I get to know them through live video, and

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  then when I'm reading the blogged, I can hear their

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  voice, and I understand who they are.

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  I trust them at a deeper level.

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  Okay, Trust right.

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  Okay, that's perfect.

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  Segue Trust.

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  It's almost like I built this myself.

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  Uh, trust is another one, right?

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  Like, how do we building trust through our empathetic content?

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  And I, like this is like my soapbox.

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  This is where I give a keynote around the world

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  called digital Empathy.

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  Right? How do we How do we think about the

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  fact that we don't?

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  We can't be more empathetic by unplugging or using digital

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  or social media less.

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  It's about understanding how we prioritize each and where it

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  fits. And a lot of that prioritization has to come

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  through authenticity, vulnerability, simplicity and then making it relatable.

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  Think about that as why do we connect with the

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  radio deejay?

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  Because we all could picture ourselves being a D J,

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  right? Why?

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  What is that simplicity?

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  Really think about the simple simplicity on tick tock is

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  Hey, I like that song.

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  You click on the song, you hold down the button

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  and you're creating video, right?

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  How do we make that same connection?

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  How do we make that same really deep trust with

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  our audience?

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  And then, of course, authenticity.

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  is one that you know for me.

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  Is everything right?

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  Like it's How do we admit when we're wrong?

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  How do we talk about what we don't know?

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  How do we share our vulnerabilities and kind of break

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  down that wall?

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  And I think that's where we have to think about

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  this when it comes to connection, right?

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  And one of the talks I give is called Shrink

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  the distance.

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  How do we shrink the distance between ourselves and our

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  community? The audience?

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  How do we not let the screens that we're using

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  disrupt this experience that we're creating?

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  And I think this is one that we all kind

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  of have toe figure out ourselves and so connection, I

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  thought was really valuable because when you know, if those

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  that saw the Charlie D'Amelio um, collaboration with Dunkin Donuts,

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  it was amazing.

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  I went toe Dunkin Donuts twice when it was going

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  on, and they had stickers outside the window.

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  But Charlie was drinking these her caramel latte, caramel ice

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  coffee with extra sugar, whole milk on a regular on

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  tick tock.

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  And then they combine and they collaborated.

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  And when I look at the partnerships, the influencer connections

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  on tick tock.

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  They're not campaigns.

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  Their collaborations.

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  They're really that connection, right?

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  Like how doe I build a collaboration with this influencer

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  with these people.

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  And I think that's an important piece of this, and

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  it really connects with that community.

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  And then, of course, that that one being curation, right?

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  Like you don't have to.

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  Most of the, you know, us don't think of ourselves

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  as creators, but we will curate.

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  We will take something that someone else has done.

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  Or like I love taking like my favorite block post.

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  And then when I posted, I put my own opinion

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  above it, and I share the block post.

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  Therefore, I don't have to write an entire new block

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  post. I still get to share my authority, but I

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  also get to support and celebrate those that air in

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  my community and collaborate.

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  And of course, I mentioned Relatability Relatability.

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  I mean, I said this last year, a content marking

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  world on stage.

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  I believe relatability is the future of marketing, right?

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  How do we relate with our audience?

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  How do we shrink that distance?

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  And that, to me, comes out in a connection trust,

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  empathy and feeling, and then I think this is why

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  Where I think we have to take it a step

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  further. Right?

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  We're in 22,020.

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  So many things going on in our world, of course,

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  especially the US We have the elections coming up, A

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  ZX. Well, we have to start thinking about how are

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  we empowering our audience to not only be our fans

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  and our marketers, but to be better people to what?

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  Be good people, right?

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  Like, what about my shirt says.

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  And so I think when we think about empowering, how

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  do we become the gateway for people to do things

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  they never thought they were going to do, like right?

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  All those creators, I was listening.

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  I was talking thio They never thought they would post

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  on social media creates.

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  And now they're, you know, millions of followers, a couple

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  of them in, like, 15 million, 18 million followers.

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  And they're doing so now because it was talk enable

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  that gateway.

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  It was a simplistic, um, you know, conversation.

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  And we can also make this empowering piece there through

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  educating and creativity.

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  And so, last but not least, where I want to

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  end this presentation on his attention, right?

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  Empathetic content is about content, community and connection, and I

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  firmly believe that we are greater than me.

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  And in that bigger picture, that's something we all have

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  to think about right together we can change the world.

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  But when we think about this empathetic content conversation, what

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  we need to shift our perspective on is how do

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  we look at attention, right?

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  It's not about getting just the attention of our new

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  customers, our community.

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  But how do we activate our current people that we

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  have attention, Right?

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  How do we capture that new attention?

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  How do we inspire people to get us MAWR intention

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  and then even more so how do we get that

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  empowered attention?

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  Which is where I think we turn fans into influencers,

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  influencers in the brand ambassadors or even employees into that

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  same piece.

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  And so this is where I think we have to

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  go if we really want to understand that power and

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  importance of empathy and empathetic content.

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  So with that, I hope you guys enjoyed my session.

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  My name's Brian fans that you can find me on

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  social media under I social fans with a Z or

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  Zed on all of your favorite social networks.

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  Check out my podcast.

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  Press the damn button is the interview podcast.

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  I do every week, uh, studying, understanding what buttons people

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  have pressed in their lives that have allowed them to

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  get to where they're at.

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  And then my weekly foam Oh, fans, is where I

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  give you 30 or 45 minutes of content on a

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  wide range of topics.

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  So thank you.

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  Content marketing world.

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  Thank you guys so much for showing up and being

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  a part of my session.

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  I wish you guys all the best.

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  Remember, Together we can change the world.

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  We are greater than me.

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  We have to put that empathetic content hat on.

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  We have to think about what is our role in

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  in all of these different facets and hopefully together we're

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  gonna make this a better place and we're gonna become

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  better marketers.

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  And let's say, let's face it, let's let's go our

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  businesses together.

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  Cheers, my friends