You’re posting. You’re showing up. You’re ticking every box. But your engagement is still flat. Why? It’s time for a little tough love – your audience doesn’t care about you. Yet!
Good news is it’s fixable and I’m here to share the solution with you.
This article is inspired by the recent episode of the Social Media for B2B Growth Podcast hosted by Michelle J Raymond.
If you want to know all the details invest under 20 mins and listen or watch the episode.
1. Why your LinkedIn content isn’t landing
Here’s the brutal truth: most B2B content fails because it’s self-absorbed. There I said it!
It talks about the business, the product, the team, the awards, it’s full of corporate jargon. Pretty much everything except your target audience.
Your target audience is busy. Stressed. Overwhelmed. They don’t have time to decode a jargon-filled post. And they definitely don’t have the patience to engage with something that doesn’t help them in any way.
If your engagement is low, it’s not just the algorithm’s fault. Your post may not be shown to as many people but the lack of engagement can often be your audience giving you feedback that your content feels like a broadcast, not a conversation.
2. Empathy is your superpower
If self-absorption is the problem, empathy is the fix. Empathy means understanding what your audience’s day is really like. What challenges are they facing? What KPIs are they under pressure to hit? What do they need help with right now?
When you take the time to really think about that and create content that speaks to it, you immediately stand out.
Instead of talking at people, you’re now inviting them into a conversation. You make them feel seen and understood. And that’s where true connection (and engagement) starts.
3. The R.A.T.E Framework: Your content self-audit
Want to know if your content is on track? I created the R.A.T.E Framework to make it easy to check.
✅ R – Relevant Is this content helpful to your target audience? Does it meet them where they’re at?
✅ A – Authentic Does it sound like you (or your brand)? Is it easy to understand and free of unnecessary jargon?
✅ T – Thought Leadership Are you sharing your opinion or unique perspective? Are you guiding your audience based on your experience?
✅ E – Empathy Do you show that you understand what life is like for your audience?
Use this as a checklist on your last 5–10 posts. If most of them tick these boxes, you’re on the right track.
4. Real talk: Nobody wants to hear a pitch
Imagine meeting someone at a networking event who only talks about themselves. “I wrote a book. I went on a world tour. I’m amazing.” That’s the same energy a lot of LinkedIn content gives off, and why people scroll on by.
Instead, make your audience the hero. Make your content about them. Their wins, their struggles, their goals. When you do that, your posts will stop getting ignored and start getting results.
Final thoughts: Don’t blame the algorithm
If your reach is down, look at your content before blaming the algorithm. The good news is you can control what you post and simple tweaks using the R.A.T.E framework can make a huge difference.
Empathy always wins. When you lead with it, your content becomes magnetic because it’s relatable.
And if you need help making the switch, I offer a Power Hour session where I’ll audit your content and help you shift from “all about us” to “in service of our audience.” 😀
Because when your content connects, your business grows.
Cheers
PS Want to hear my LinkedIn updates first? Subscribe to b2bgrowthco.com/newsletter
Michelle J Raymond is the Founder of B2B Growth Co and has made her mark as the world’s leading authority on LinkedIn Company Pages, offering comprehensive strategies and training to brands eager to harness LinkedIn for business growth through thought leadership, content marketing or social selling techniques.
With 20+ years’ experience in B2B sales, and almost a decade of social selling on LinkedIn, Michelle stands out for her significant LinkedIn contributions as the co-author of two globally acclaimed books: “Business Gold,” the first book exclusively dedicated to LinkedIn Company Pages, and “The LinkedIn Branding Book,” and her insightful podcast Social Media for B2B Growth. Follow her YouTube channel @MichelleJRaymond for helpful how to’s.
