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Empathic Content Marketing: How to Use the Psychology of Caring to Amplify Results

Video Summary

As marketing departments across the country have become obsessed with building colossal tech stacks, it seems we’ve lost sight a bit of our real target. On the other side of this machine-driven interaction is not another machine, but a human. And humans, we know from our own experiences, don’t just make buying decisions based on facts (e.g. X and Y demographic characteristics make us want Z product). We also make purchases on feelings (e.g. “I feel like Z really gets me”). This doesn’t mean forsaking technology—quite the opposite. Empathic marketing is all about super-powering your data and automation strategy with messaging that speaks to your customer’s pain points. Tech tells you which customers might be predisposed to your product; empathy helps you figure out what they need to hear from you. In this session, you will: •get a crash course in the psychology of empathy—and how it applies to content •learn about the three stages of empathy (understanding pain, validating pain, proposing solutions to the pain) • gain practical tips for becoming a more empathic marketer

Speakers

I am an award-winning integrated digital marketing leader specializing in building brand and monetizing messaging across paid, earned, and owned channels.

That’s a mouthful of jargon, so let me put it another way: I help companies make money and improve reputation by getting the right messages to the right people in the right ways.

Mine isn’t your typical vice president of marketing resume, as I made a mid-career pivot from leading editorial at well-known magazines. But while I’m new-ish to “marketing,” the work is not new to me. In my previous career, I created brand messaging, interpreted analytics, developed audience, and strategized distribution—same as now. Plus, years of working in a financially challenged industry taught me to be obsessed with driving revenue. In magazines, that meant brand extensions and licensing; in marketing, it means all forms of customer acquisition.

So I’ve risen up the ladder quickly because I “get it.” But I still haven’t fully embraced the jargon because I think it separates us from our purpose—which is selling a thing (here: me) to a person (here: you ?).

In my current role at Monster—the site that invented online recruiting—I lead B2B and B2C multichannel marketing campaigns across SEO, social media, PR, paid media, and email. I’ve helped actualize real business results, which you can read about in my profile. I also developed a framework called "How? Now. Wow!" that won the Content Marketing Institute’s award for Best Content Program and got me nominated as a finalist for Content Marketer of the Year. Learn more in the clips.

Perhaps my greatest strength is identifying talent. I have an amazing team, and they'll tell you that I champion their ideas and successes. But don’t take my word for it—check out my recommendations.

In my spare time, I speak about marketing, write about marketing (favorite topic: empathy), and spend time with my family doing things that have nothing to do with marketing.

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