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Empathy Is Key To Good Content Campaigns

Empathy is the answer for brands looking to cut through the content clutter, according to David Marine, Vice President of Brand Engagement at Coldwell Banker Real Estate. It’s about “being able to say you’ve walked a mile in users’ shoes,” Marine told attendees of MediaPost’s Content Marketing Insider Summit, on Friday. It’s about “telling a story about human relationships … even between brands and people.” Fortunately for Coldwell Banker, “Buying a home is an extremely emotional experience,” said Marine. In practice, this translated to Coldwell Banker Home Field Advantage -- a partnership between Coldwell Banker and Major League Baseball, which gave fans a closer look at pro players’ new homes, and the experience of moving with their families.

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