The article emphasizes the importance of empathy in creating effective support content for businesses. It highlights two types of empathy: cognitive and emotional. Cognitive empathy involves understanding how customers feel, while emotional empathy involves feeling the pain customers are experiencing. The article suggests that businesses can build cognitive empathy by surrounding themselves with customer information, staying on top of their product's evolution, and immersing themselves in the world without their product. Emotional empathy is achieved by experiencing the complexity of a problem, not ignoring broken windows or limitations, and knowing what to write when creating help content. By combining both types of empathy, businesses can create support content that resonates with customers and addresses their needs effectively.