How To Get People To Engage With Your Content

Engage with content

So you know who your customer is. You've spent hours researching who they are, what drives them to action, and how you need to communicate with them.

You've also started creating fantastic content just for them. You've developed a method of building your content engine and you're publishing regular blog content or social posts.

But no one is engaging with your content...or maybe you get a few likes, a share or two, but it's not converting them into customers. So what gives? You thought if you wrote great content for the exact right people, they would come.

Unfortunately, that's rarely the case. Gosh, I wish it were. That would make it so easy, right?

The thing is, people aren’t looking for you. They don’t know you exist. They don’t know your technology exists and that it can radically change their lives.

They are busy, working, playing, living that they don’t have time to stop and find you. You need to do the work to get in front of them. Start conversations. Be in their life.


Glad you asked…

1. Find where and how your customer consumes content

You can’t just throw content out in cyberspace and expect your customer to stumble on it. Far too many people and far too many companies are doing that and that’s why there is SO MUCH NOISE online.

Instead, be targeted. Find where your customer consumes content and the types of content they consume (text, audio, video, etc) and create that kind of content for them.

A problem I see often is that a company will be on ALL the social media platforms because they take every avenue possible to find their customer. The problem is, your customer likely doesn’t have time to be on every social media channel. Their attention is focused on one or two. Find those one or two, deliver great content on those channels, and you’ll be much more likely to reach your customer.

Be willing to consider not so common social media channels as well, channels with a smaller reach, but if that’s where your customer is, that’s where you need to be. For health tech, channels like Quora, Reddit and even Wikipedia (not technically social media but still a distribution channel) can be incredibly effective.

2. Actively engage…as a human, not as a brand

People buy from people, not from brands. Engage with your customers on a human level with conversations. Don’t speak at them, speak with them.

This means that if your brand is too stuffy, too high and mighty, too corporate, you’ll have a hard time getting them to engage. Even if you have the most B2B product in the world, the people buying your product are still just that…people.

On all the channels you are on, begin by starting conversations. Pose questions, interact with your customer. Look for ways your team can leverage their social profiles to interact with your customers on a human level (not to mention this will get you around algorithm changes that limit how much brand pages are seen).

3. Work with influencers/KOLs on those channels

Once you’ve narrowed down the channels your customer is on and have started to engage on those channels, find influencers or key opinion leaders (KOLs) to develop relationships with so they can start having conversations about your technology with the people they interact with on a daily basis.

If you’ve been hanging out on social media at all over the past five or so years, you’ve probably seen and maybe even rolled your eyes at all those “sponsored” posts. While influencer marketing can get annoying and take the authenticity out of conversational marketing, it can also be done correctly to build your company’s industry authority and trust with consumers.

I think the companies that have the hardest time with this are the big brands. The sponsored posts I’ve seen from them feel really inauthentic and stuffy. However, when companies work with influencers who really do use and love their product, their campaigns are much more powerful and effective.

Are you a health tech company that sells your technology in the B2B space to providers or payers? You don’t have to completely shut the door on influencer marketing either. Key opinion leaders in your industry are your influencers. These people could be scientists, doctors, engineers, etc. They often have name recognition in the industry. How to get them to work with you? Spark conversations, share thoughtful content, and engage with them.

Two of the best places to do this are on Quora and LinkedIn. Now, you don’t want to engage on these platforms as a brand (see above). Instead, the leadership on your team should be creating and sharing helpful content, answering questions, commenting on posts, and keeping their profiles up to date.

While this is a lot of work for anyone in your company’s leadership, the outcomes are two-fold:

  1. You get SEO value in the form of brand mentions, links, and keywords in the content they post.

  2. Your brand awareness skyrockets. It’s much much easier for a person to talk about their brand than the brand itself. When your leadership team engage with your customers, with influencers, and with KOLs, the impact is much more powerful than just posting content on your brand page on Quora or LinkedIn.

As with any strategy, there are a few things you should avoid as well.

  1. Avoid hard sells. Save that for the sales call. On Quora and LinkedIn, only link back to your website or talk about your health tech company if it flows seamlessly into the conversation.

  2. Don’t just post brand content. Leadership should be real and authentic and post content that they care about or about things they’ve learned in their day.

Essentially it comes down to this: be kind, be helpful, be human. Enter into conversations and have meaningful things to say. Engage with people and they will engage with you.

How do you engage with your customers? Please share with me in the comments so we can all learn from you too!

And as always, if you have any questions, please ask them here. I read and respond to every question.





Would you rather go to the dentist than plan content? Never again with my self-multiplying content cheatsheet!


Whitney is a consultant, speaker, and writer on a mission to help life-saving, life-changing technology break through the noise and achieve mass user adoption. Learn more about her here.