Data Driven Content Marketing

Ben RussellLinkedIn APAC Insights

Billy SountornsornLinkedIn APAC Insights

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1,700+Shares

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Moving from Information to Insights to guide your content strategy

Measure | Influence, Benchmark, Grow

Create Relevant Content | Preferences, Trends

Know Your Audience | Relevance, Context, Mindset

Clear Path to Success

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Know Your Audience

Speak to the dog, in the language of the dog, about what’s in the

heart of the dog.– Roy Williams

the key ingredient to a better content experience is relevance

andcontextmatters

matchyourmessagetomindset

Create Relevant Content

65%Increased amount of time spent consuming professionally relevant content over the past year

N=6,058;dataweightedtoreflectactiveLinkedInmembers.A1.Inatypicalworkweek(MondaythroughSunday),howmanytotalhoursdoyouthinkyouspentconsumingthefollowingtypesofcontent?A3.Duringthepastyear,hastheamountoftimethatyouspendonconsumingprofessionallyrelevantcontentdecreased,increasedorstayedthesame?

41% 30% 29%

Professionally relevant content News Entertainment

N=6,058;dataweightedtoreflectactiveLinkedInmembers.A1.Inatypicalworkweek(MondaythroughSunday),howmanytotalhoursdoyouthinkyouspentconsumingthefollowingtypesofcontent?A3.Duringthepastyear,hastheamountoftimethatyouspendonconsumingprofessionallyrelevantcontentdecreased,increasedorstayedthesame?

Transformation

Accomplishment

43%Mobile

EnhancesKnowledge

StrengthensNetworks

BoostsPersonas

77%

Keep up with industry news

70%

Discover new ideas within industry

63%

Build relationships

44%

Spark conversations

56%

Build professional reputation

40%

Improve current job skills

N=4,332;dataweightedtoreflectactiveLinkedInmembers.B4.Whichofthefollowingstatementsdoyouagreewith,whenitcomestoconsumingprofessionallyrelevantcontentonLinkedIn?Shareresultsbasedonlyonmemberswhosharedcontent.Allmembershadahistoryofclickingoncontent.

64% 63% 40%

Increasedvisibility

Enhanced professional reputation

Positioned asThought Leader

N=3,978;dataweightedtoreflectactiveLinkedInmembers.C8A-B.Whichofthefollowingstatementsdoyouagreewith,whenitcomestosharingprofessionallyrelevantcontentyoufindonLinkedIn?

42% 43%

57%

35%

14%8%

Listentoyourkeyaudiences,onLinkedIn

©2013 LinkedIn Corporation. All Rights Reserved.

TrendingTopics(Last30Days)

WhathaveMassAffluentProfessionalsinIndiabeenconsumingandsharing?

CloudComputing

Entrepreneurship

Sourcing

HumanResources

Leadership

PopularArticlesonLeadership

• HungerWillDestroyYourFearofFailure:LinkedIn Influencer

• TheBestLeadersAreHumbleLeaders:Harvard Business

Review

• HumilitymakesCEOsfromIndiastandout:The Times of India

• The5SignsofaBadLeader:LinkedIn Influencer

InternalLinkedInData–basedonsharingactivityovera30dayperiod

Make your content mobile friendly

Checklist to LinkedIn Success

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Content must present new knowledge or aid decision making2

Make it spark conversation3

Make it share worthy so it benefits members’ network4

Ensure content enhances their professional brand5

Feed members’ desire for professional accomplishment6

Measure

That which is measured, improves–Pearson’sLaw

TheContentMarketingScoreQuantify and benchmark your content influence on

LinkedIn

Active Target Audience

Content Marketing Engagement

C-SuiteProfessionals

Like,share,comment,follow,click

Content Marketing ScoreUniqueMembersEngaged= =xMultiplier 750ActiveTargetAudience

NumberofC-SuiteProfessionalsengagingwithcontent–May,

2014

NumberofC-SuiteProfessionals

accessingLinkedIn–May,2014

May,2014

BlackrockFranklinTempletonPrudentialCapGeminiJPMorganCitiAmExKotakDeutscheBankMorganStanley

Brand X

750 2of10

C-SuiteProfessionalsonLinkedIn–May,2014C

on

ten

tM

ark

eti

ng

Sco

re

Dummy Data

Example Competitive Set

BlackrockFranklinTempletonPrudentialCapGeminiJPMorganCitiAmExKotakDeutscheBankMorganStanley

Brand X

346

5of10

MassAffluentinIndiaonLinkedIn–May,2014C

on

ten

tM

ark

eti

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Sco

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Dummy Data

Example Competitive Set

Reach Frequency Engagement

HowdoIachievebest in class influence?

Client

UniqueUsersR... UniqueEnga...StatusUpdatesper...

PeerGroupAverage

PeerGroupLeader

Reach Frequency Engagement

Dummy Data

LinkedIn’s Content Marketing Score is your brand’s measure of influence when it comes to professional content

LinkedIn’s Trending Content harnesses big data to help youunderstand content trends among your target audience

Professionals look for content that drives professional success, and are seeking financial and industry news and information

LinkedIn is trusted and is the preferred platform for professional content consumption and sharing

Leveraging Data for Success inFinancial Services Content Marketing

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