How to create empathetic content

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

in our content to make it more empathetic to push

this really forward?

And the first thing is, we want our audience to

feel now.

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

thinking about is how do I let my audience know

that they are heard right?

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

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

creating virtual events.

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

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

really have the time to reply and answer every question.

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

to reply to everything.

You don't have to answer every single question.

But what you do have to dio what you have

to start thinking about is what you need to acknowledge

and let them know that their voices heard either.

Hey, letting people know podcasters to this great like thanks

everybody who emailed I had hundreds of emails.

I'm gonna read three of them, right?

It's letting people know.

I heard all of your emails and here are the

three years they didn't read all 100.

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

that we get way.

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

And I think if we really want to create that

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

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

their shoes and feel what they feel.

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

they do what they do and and making sure that

we let them know that they are heard is a

big piece of this and something that is essential when

it comes to understanding that empathy.

The other one is what I started off to talk

with, right that intimacy.

How do I create an intimate experience?

Part of that is by putting a human face on

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

on it.

And that person, right?

Like I love seeing bloggers that are on live video

because I get to know them through live video, and

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

voice, and I understand who they are.

I trust them at a deeper level.

Okay, Trust right.

Okay, that's perfect.

Segue Trust.

It's almost like I built this myself.

Uh, trust is another one, right?

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

And I, like this is like my soapbox.

This is where I give a keynote around the world

called digital Empathy.

Right? How do we How do we think about the

fact that we don't?

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

or social media less.

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

fits. And a lot of that prioritization has to come

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

Think about that as why do we connect with the

radio deejay?

Because we all could picture ourselves being a D J,

right? Why?

What is that simplicity?

Really think about the simple simplicity on tick tock is

Hey, I like that song.

You click on the song, you hold down the button

and you're creating video, right?

How do we make that same connection?

How do we make that same really deep trust with

our audience?

And then, of course, authenticity.

is one that you know for me.

Is everything right?

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

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

How do we share our vulnerabilities and kind of break

down that wall?

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

this when it comes to connection, right?

And one of the talks I give is called Shrink

the distance.

How do we shrink the distance between ourselves and our

community? The audience?

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

disrupt this experience that we're creating?

And I think this is one that we all kind

of have toe figure out ourselves and so connection, I

thought was really valuable because when you know, if those

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

it was amazing.

I went toe Dunkin Donuts twice when it was going

on, and they had stickers outside the window.

But Charlie was drinking these her caramel latte, caramel ice

coffee with extra sugar, whole milk on a regular on

tick tock.

And then they combine and they collaborated.

And when I look at the partnerships, the influencer connections

on tick tock.

They're not campaigns.

Their collaborations.

They're really that connection, right?

Like how doe I build a collaboration with this influencer

with these people.

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

it really connects with that community.

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

Like you don't have to.

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

as creators, but we will curate.

We will take something that someone else has done.

Or like I love taking like my favorite block post.

And then when I posted, I put my own opinion

above it, and I share the block post.

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

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

also get to support and celebrate those that air in

my community and collaborate.

And of course, I mentioned Relatability Relatability.

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

world on stage.

I believe relatability is the future of marketing, right?

How do we relate with our audience?

How do we shrink that distance?

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

empathy and feeling, and then I think this is why

Where I think we have to take it a step

further. Right?

We're in 22,020.

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

especially the US We have the elections coming up, A

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

we empowering our audience to not only be our fans

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

Be good people, right?

Like, what about my shirt says.

And so I think when we think about empowering, how

do we become the gateway for people to do things

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

All those creators, I was listening.

I was talking thio They never thought they would post

on social media creates.

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

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

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

that gateway.

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

And we can also make this empowering piece there through

educating and creativity.

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

end this presentation on his attention, right?

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

firmly believe that we are greater than me.

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

to think about right together we can change the world.

But when we think about this empathetic content conversation, what

we need to shift our perspective on is how do

we look at attention, right?

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

customers, our community.

But how do we activate our current people that we

have attention, Right?

How do we capture that new attention?

How do we inspire people to get us MAWR intention

and then even more so how do we get that

empowered attention?

Which is where I think we turn fans into influencers,

influencers in the brand ambassadors or even employees into that

same piece.

And so this is where I think we have to

go if we really want to understand that power and

importance of empathy and empathetic content.

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

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

social media under I social fans with a Z or

Zed on all of your favorite social networks.

Check out my podcast.

Press the damn button is the interview podcast.

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

have pressed in their lives that have allowed them to

get to where they're at.

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

give you 30 or 45 minutes of content on a

wide range of topics.

So thank you.

Content marketing world.

Thank you guys so much for showing up and being

a part of my session.

I wish you guys all the best.

Remember, Together we can change the world.

We are greater than me.

We have to put that empathetic content hat on.

We have to think about what is our role in

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

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

better marketers.

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

businesses together.

Cheers, my friends

How to create empathetic content - CMWorld 2020

Audio TranscriptAuto-generated