There is so much going on in everyone’s life all over the world that setting the right tone in content right now, is really difficult.

When Covid-19 became a global issue way back in February, it didn’t feel right to send “marketing” messages at all and it has taken a while to adapt and re-think communication strategies.

The dictionary definition of empathy is as follows:

“the ability to understand and share the feelings of another”

Empathy is different from sympathy when you feel pity for what the other person is going through. Empathy is about putting yourself in their shoes.

People are looking for information, and depending on your industry, there may be several content opportunities for you to dig into. Consider how your content could really make an impact on someone’s day during this time of extreme uncertainty.  Here’s some content appropriate ideas to pursue in these strange times.

Understand your audience

Always first and foremost understand your readers and how your product or service fits into this new world.

Think less promotional, more educational

Instead of promoting something that may or may not be available right now – send out useful content. Make someone’s day better by giving them something to create, learn or just to smile about.  Examples of this include:

  • Restaurants and cafés sharing their “secret” recipes.  This continues communication and builds brand loyalty.
  • A scarf retailer is sharing how to turn a scarf into a face mask
  • Social campaigns by influencers include #dressupFriday

Share your personal stories and experiences

Human stories and real life experiences of lockdown will always show relevance and empathy, so share your “we’re all in this together” stories.

Creating content with empathy helps you and your readers

Good engaging content should leave an impression and make you think.  Our relationships with people, our shared experiences, and our connections are what drive us, and in times like this, that doesn’t change. Let it be what helps you bond with your audience.