Taking the customer's perspective is important for effective content marketing. Research shows that customers develop greater liking and willingness to endorse brands that demonstrate understanding of their experiences. To do this, marketers should conduct research to truly understand customer goals and challenges. Content should communicate this understanding through examples, questions, and use of "you" to connect with the customer perspective. Understanding the customer perspective leads to more favorable responses.

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7
JAN 2015
Take Your Customer’s Perspective and Achieve
Better Results from Content Marketing
" by boydde | # posted in: Content Marketing, Digital Marketing, Promotion | $ 0
Want your content to enhance customers’ attitude toward your brand and their willingness to endorse it? If so, make
sure you write content from your customers’ perspective. This recommendation is based on recent research
appearing in the Journal of Personality and Social Psychology*. The study examined how people react when they know
someone understands their experiences and has taken them into account when interacting with them. According to
the findings from several experiments, people develop a greater sense of liking for another and are more willing to
endorse them when they believe the person truly understands them.
Here are some important implications of these findings for content marketing:
Know your customers’ experience before writing content.
It will take more than simply saying you understand your customers’ perspective in order for them to respond
favorably toward your brand. The research suggests that only when a customer believes they are actually understood
will they show greater liking and express endorsement. This means you must do marketing research and truly
understand your customers’ goals and the obstacles preventing them from achieving them. Only then will your
content actually convince customers that you understand their perspective.
Let customers know you understand their perspective in your content.
Find ways to communicate your understanding of customers in your content. For example, you can describe your
experience with customers like them. Another way is to use questions that signal your connection with the customer’s
experience like “What’s more aggravating than a shoe that breaks down on you when you need it most?” Also, use of
the pronoun “you” can help to establish a connection with your customer and communicate your focus on their
perspective.
These are just a few ideas. What do you think?
Please share this information with a friend or colleague who will find it helpful!
* Goldstein, Noah J., Stephanie I. Vezich, and Jenessa R. Shapiro (2014), “Perceived Perspective Taking: When Others
Walk in Our Shoes,” Journal of Personality & Social Psychology, 106(6), 941-960.
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