The vital component that all successful content marketers need

What’s the secret to creating content that resonates with your customers? Mixing it up with a dollop of empathy.

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The changing, competitive and often complex world of content marketing could use some simplification.

That’s why it was refreshing to be asked the following question: What one thing has been instrumental to your content marketing success?

My gut reaction, of course, is there isn’t just one thing. There are many, and they vary depending on the industry, products/services, audience, maturity of the company’s marketing, resources, time-frame and so on. I recently posted about an array digital marketing skills.

There is one element, though, that stands out: empathy.

If there has been one thing instrumental to my content marketing success, it’s making a daily effort to think from the audience’s perspective.

So often content marketers forgo asking basic questions about their audiences in favor of doing what’s cool, reacting to competitors or self-promoting. Always ask: What do my audience members care about? What are their pain points and goals?

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