Your Content Is Training People to Ignore You

Every time you publish forgettable content, you teach your audience to ignore you. Brooke Sellas explains why many brands don't have an engagement problem—they have a conversation problem. Too often, social media is treated like a broadcasting channel instead of what it was designed to be: a conversation channel. Drawing on a real-world example of an insurance company that transformed its social media engagement, Brooke shares how a simple shift from talking at customers to talking with them led to stronger engagement, deeper customer insights, and a more effective social media strategy. If you've ever said: ❌ "Our audience just doesn't engage." ❌ "Nobody comments on our posts." ❌ "Social media isn't driving business results." ...this episode may challenge a few assumptions. You'll also hear why cliché content doesn't just get ignored—it actively trains audiences to tune brands out, making it harder to build community, generate customer intelligence, and prove social media ROI. What You'll Learn 💡 Why social media should be treated as a conversation channel, not a broadcasting channel 💡 How cliché content teaches audiences to ignore your brand 💡 The difference between posting content and creating conversations 💡 How one simple shift transformed an insurance brand's engagement 💡 Why conversations are the foundation of customer intelligence and social media ROI 💡 What brands get wrong when they say, "Our audience doesn't engage" Chapters 00:00 Why social media isn't a billboard 01:55 The insurance company that changed everything 04:52 One key shift most brands never make 06:00 Why conversations drive business value 07:34 How to shift from broadcasting to conversing Resources Take the free Talk-Worthy Content Course: https://bsquared.media/courses/talk-w... Conversations That Connect: https://bsquared.media/conversations-... Catch up on the Social Penetration Theory series:    • The Real Reason Brand Content Isn’t Buildi...   What's Next? Next, Brooke explores the A in CARE: Acquisition. Learn how to identify pre-purchase signals hiding in everyday social conversations and how those signals can help brands uncover opportunities that are often missed.