You Are Your Reader: Transforming Content Marketing Through Empathy
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Have you ever considered that the people who read your content are, in essence, an extension of yourself? This realization can transform your approach to content creation—and thus your content itself. Let's explore how understanding and embracing this concept can take your content from good to extraordinary.
The philosophical spark: We’re all connected
I’m no philosopher, but a recent conversation about the interconnectedness of life sparked an epiphany: If we're all part of each other, metaphysically speaking, then everyone we interact with is inherently important. If we’re all part of each other, we should strive to understand and serve one another better.
The key point is this: As entrepreneurs, marketers, and content creators, we serve our prospects and other readers through content.
From philosophical to practical: Serving readers through content
This quest for understanding and serving prospects and readers sounds noble in theory, but it’s a practical strategy in content marketing. It’s about understanding, reaching out, resolving pains, and touching hearts.
As content producers, serving obetter means creating content designed to serve.
Yes, we have to sell. And small selling motions are okay, like that button on your website that says “learn more” or “buy now.”
But the content you create—even ad content—should be designed to serve. Service is where content marketing magic happens. When content transcends its commercial shell and becomes a vessel of service, that's when it resonates with readers.
Serving your readers means serving yourself
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Let’s look further.
Who are you serving? Your reader. Your reader is part of you. Thus, you’re serving yourself.
It's a loop of reciprocity, like Zig Ziglar once said:
If you help enough people get what they want, you will get what you want.
Serve your readers well, and you’ll also serve your purpose and goals. Understanding this relationship is key to creating effective and meaningful content.
The reader's perspective: What does your reader want?
Now, let’s get down to business. What do you want as a reader? What do you want when you:
Click on an Instagram ad?
Download an ebook?
Follow a link to a blog post?
Let me guess. I bet you want:
Solutions to your problem, big or small. It could be technical—like how to fix a code bug—or emotional—like how to feel less lonely.
Validation and understanding. You want to feel seen, heard, and understood, especially when dealing with challenging situations.
Inspiration and transformation. You want to envision a better future for yourself. You want to learn, be inspired, be motivated.
Ease and clarity. You want information that’s easy to scan, digest, and understand.
A sense of trust. You want to trust that the information you’re receiving is well-researched, true, and accurate.
Now let me ask: Is your content giving readers those things?
If not, a course correction is required—the sooner, the better.
I’m not talking about tweaking a few words here and there. I’m talking about creating content that harmonizes with your audience's wants and needs.
You are your reader: A step-by-step guide
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Understanding that you are your reader is powerful, but how do you translate this into creating content your audience craves? Let's break it down.
Step 1: Put on your reader’s hat
For a moment, forget everything you know about your product or service and let go of your perspective as owner or creator.
Imagine you're a prospect looking to advance a cause, grab an opportunity, or solve a problem. Ask yourself:
What use cases am I pursuing?
What pain points keep me up at night?
What’s stopping me from executing my use cases?
What triggers are causing me to look for content?
What KPIs do I need to hit?
What features and value propositions am I looking for?
Am I actively looking or casually browsing?
Answering those questions from your reader’s perspective is the first step to producing content that’s head and shoulders above the crowd.
Step 2: Ask the critical questions—just as your editor would
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Next, put on your editor’s hat and critically examine your content from the reader’s perspective. What’s the holistic content experience like? How does your content look, sound, feel, and function, all from the reader’s perspective?
>> What do you see as you take in your content?
There’s the design and visual appeal—is it pleasing to the eye?
There’s the initial look-through—does the content look inviting and easy to read? Or does it look dense like an old-school textbook?
If the design fails to please or the content looks unwelcoming and hard to read, readers may, at best, not get the most from your content or, at worst, hit the back button or “x” in the upper right corner and search for another solution.
>> What do you “hear” as you read?
By hear, I mean how the content sounds in your head as words and ideas rattle around.
Does the piece fulfill the promise it makes in its title or description?
Is the language and tone appropriate?
Is the content easy to read and understand?
Is it loaded with jargon or overly promotional?
Do the words and sentences flow together?
Are transitions between paragraphs and sections sharp and clean?
Do you stumble because you don’t understand what you just read?
If what the reader hears fails to please, trust gets nicked. The hope of a purchase sinks.
>> What do you feel as you read?
By feel, I mean what emotions does the content evoke?
Do you feel a rush of hope?
Do you feel validated and understood?
Do you feel trust in the content and its source?
Are you left wanting more?
Do you believe the source of the content?
Do you feel a burst of inspiration or motivation, as if your soul is saying, “YES! This just might work.”
If the reader is left unfulfilled or wanting more, they might not feel the urge to say YES to a purchase or to take the next step.
>> How does the content function?
Do all links, forms, and buttons work correctly?
Is there a clear call to action or set of next steps?
Does the content spark a desire to learn, change, or take action?
Is there one or more obvious ways for readers to contact you?
If your content fails to function correctly, that’s another shot in the foot.
Step 3: Analyze and adjust
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Take notes as you step through your content. Be brutally honest about what's working and not—and always from your reader's perspective. Highlight areas where you can:
Clarify confusing points and add actionable steps.
Inject more empathetic language.
Give concrete examples of how your product helps.
Demonstrate your expertise to build trust.
Evaluating your content from the reader’s perspective is an ongoing process. As your audience evolves and your offerings change, revisit the reader's perspective to keep your content on point.
Putting it all together: The power of reader-centric content
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By embracing the idea that you are your reader, you can create content that truly resonates. It's not just about what you want to say—it's about what your reader needs to hear.
When you serve your reader with valuable, empathetic content, you transcend the transaction and build relationships. And, as in all marketing, strong relationships are the key to success.
Remember, every word you write is an opportunity to connect, serve, and grow—both for your readers and your business.
Finally, creating great content and content experiences is my specialty. If you need help strengthening your existing content or creating new content from scratch, get in touch.
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Originally published on Forbes.com