How Searcher Behaviour, Intentions, and Expectations Work in Google’s World with David Amerland 11 January 2022 at 17 H CEST (Paris)
In this clip, David Amerland talks about the things we need when we create content that truly resonates with our audience. He explains that when we create content, it needs to engage people on an emotional level. This means that the content needs to respond to their needs in a way that makes sense to them. And that requires understanding their needs, their state of mind and the triggers that will drive them. Studies show that content written with empathy resonates better with the audience and David suggests that a data-driven approach is possible here.
00:00 Creating emotional touch points
00:40 Content that resonates at the emotional level
00:50 Writing content with empathy
01:38 Expertise, knowledge and understanding
Transcript from: What Do We Need To Create Content That Truly Resonates?
Right. So let’s approach the problem this way. If you were to create content, what would you need? How would you make it work best for you? And again, in the new way that the web is shaping up, what are we seeing? We’re seeing that anything which resonates to the person individually (which creates those emotional touch points) is most likely to move them because it most likely reflects the intentions that led them to a particular place, which is most likely to lead to a behavior which we want to see. In most cases, a purchase decision or the consumption of a particular piece of information. So if we were to create content that does that, it needs to resonate with that person at the emotional level with them.
It means that it needs to address their particular needs in a particular way. We have studies that show that content that is written with empathy, (and we’re using a word now, which again is very vaguely defined) resonates better with them, gets shared a lot more and leads more to behavior, which is desirable for the website in question. So in order to understand this better, we need to say, “Okay, what is empathy?” And if we just brush away all the misconceptions about it, essentially empathy is a mechanism in the brain that allows us to project ourselves in the shoes of the person we’re targeting with our content and understand their behavior better, understand their motivation better, which gives us a handle on their intent, which allows us also to feel their emotional points.
So what do we need to do that? We need knowledge. We need some kind of expertise. We need an idea of who they are. We need an idea of where they possibly are. And then we begin to understand the “how” of their situation. So if we have all those things, (it’s just information, basically data) then we can create content that is empathy-driven, which then resonates with the audience.