content-engagement

Content Engagement Signals

Content engagement signals span INBOUND and POSTBOUND categories in the taxonomy. They reveal brand awareness, category interest, and research activity. LinkedIn engagement = 30 points (Tier 2). Webinar attendance = 25 points. These are warm prospects who already know you.

Reference Files

• Read {SKILL_BASE}/resources/signal-taxonomy.md for INBOUND triggers 1-30 (content, events, social engagement)
• Read {SKILL_BASE}/resources/examples/signal-campaigns/gtm-plays.md for Play 11 (Inbound Followers)

Content Signal Types

First-Party (Your Content)

Signal	Points	Category
Webinar attendance	25	INBOUND - Category interest
Case study download	35	INBOUND - Research phase
Newsletter subscriber	15	INBOUND - Brand awareness
3+ blog posts read	20	INBOUND - Early research
Email click-through	15	POSTBOUND - Active interest
Aggressive email opens	10	POSTBOUND - Monitoring

Second-Party (Social Engagement)

Signal	Points	Category
Commented on your LinkedIn post	35	POSTBOUND - Active engagement
Liked your LinkedIn post	25	POSTBOUND - Passive engagement
Followed company LinkedIn page	15	INBOUND - Brand awareness
Community engagement (Slack/Discord)	30	INBOUND - Active interest
Engaged with employee personal page	20	POSTBOUND - Network awareness

Trigify Setup (LinkedIn Engagement Tracking)

1. Create account at trigify.io
2. Add LinkedIn URLs to monitor (your company page, executive profiles, competitor pages)
3. Configure signal types: Engagement, Social Signals, Job Changes
4. Set up Clay webhook:
   • Clay: Create table with webhook source, copy webhook URL
   • Trigify: Select data sources, enter Clay webhook URL, test connection
5. Trigify sends automatically on each new engagement event

What Trigify Captures

• Person: name, title, company, LinkedIn URL
• Engagement: post URL, type (like/comment), comment text
• Company data: size, industry, domain
• Signal type: engagement, job change, viral post

Pricing

• Plans based on tracked profiles and signal volume
• Free trial available
• Starts at $69/mo, scales to $549/mo for high volume

Play: Inbound Followers (Play 11)

1. Monitor new LinkedIn followers daily (Trigify or manual)
2. Filter to ICP via Clay enrichment
3. Personalized outreach within 24-48 hours

Template:

Hey {{first_name}}, thanks for the follow.
Noticed you are a {{title}} at {{company}}.
Most {{title}}s I talk to are dealing with {{common_problem}}.
Is that on your radar?

Play: Post Engagers

1. Track likes/comments on your high-performing posts (Trigify)
2. Commenters > Likers in intent (active vs passive)
3. Reference the post topic in outreach

Template:

Hey {{first_name}}, saw your comment on our post about {{topic}}.
Sounds like {{relevant_insight_from_comment}}.
We actually built [solution] for exactly that - want a closer look?

Key Rules

• Commenters are 2x more valuable than likers (active engagement vs passive)
• Webinar attendees > registrants (they actually showed up)
• Do NOT reference the exact signal ("I saw you liked my post") - reference the topic interest
• Stack content signals with website visits for compound scoring: blog visits (20pts) + LinkedIn engagement (30pts) + email click (15pts) = 65pts Warm
• Trigify is the primary tool for LinkedIn engagement tracking ($69-$549/mo)

Examples

Example 1: "Set up Trigify to track LinkedIn engagement" -> Create Trigify account, add company page + executive LinkedIn URLs, configure for likes/comments/follows, set up Clay webhook, filter to ICP contacts, route qualified engagers to SDR Slack channel

Example 2: "Someone commented on our LinkedIn post and they match ICP" -> 35pts signal (comment). Outreach within 24-48h. Reference the topic of the post and their comment insight. Warm touch, not a hard sell. Check for other signals to stack

Example 3: "Track who attends our webinars and follow up" -> 25pts per attendee. Enrich in Clay with company/title data, filter to ICP, send recording + relevant offer within 48h. SDR owns outreach. Registrants who did NOT attend get lighter nurture follow-up

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