Marketing Cloud: Winning Content Strategies Marketing Webinar
New Content Marketing Research and Resources [Webinar]
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Transcript of New Content Marketing Research and Resources [Webinar]
#mindsetdivide
THE MINDSET DIVIDE
SPOTLIGHT ON CONTENT
INTRODUCTION
In 2012 LinkedIn released The Mindset Divide, a groundbreaking
study that revealed the essential distinction between our personal
and professional selves.
In 2014, with content marketing now taking center stage, it is time
to look at how the mindset divide influences content engagement.
DIFFERENT MINDSETS MEAN DIFFERENT NEEDS
PERSONAL
NETWORKS
PROFESSIONAL
NETWORKS
Spend Time Invest Time
Socialize
Stay in touch
Be entertained
Kill time
Share content
MaintainProfessional identity
Make useful contacts
Stay in touch
Search foropportunities
Keep up to datefor career
Business / company /
finance news
Technology
Local, national, world news
and current events
Education
Personal finance and investments
ONLINE TOPICS OF INTEREST AMONG PROFESSIONALS
PERSONAL
CONTENT
PROFESSIONAL
CONTENT
Spend Time Invest Time
Entertainment / TV
DIFFERENT MINDSETS ALSO MEAN DIFFERENT
CONTENT PRIORITIES
Food & Dining
Travel & holidays
Sports
Health and Fitness
#mindsetdivide
PROFESSIONALS & PROFESSIONAL
CONTENT
IF YOU REMEMBER NOTHING ELSE…
PROFESSIONALS ARE GLUTTONS FOR CONTENT
PROFESSIONAL CONTENT IS ABOUT KNOWLEDGE AND
IMPROVEMENT
SOCIAL MEDIA HAS TRANSFORMED PROFESSIONAL
CONTENT CONSUMPTION
MINDSET DICTATES TRUST AND RESPONSE
PROFESSIONAL SHARING BOOSTS CONTENT’S VALUE
1
2
3
4
5
#mindsetdivide
PROFESSIONALS ARE GLUTTONS FOR
DIGITAL CONTENT
PROFESSIONALS INVEST MORE TIME CONSUMING
CONTENT AT HOME
AT HOME
76%
AT WORK
47%
DURING MY
DAILY COMMUTE
15%
WHILE TRAVELING
(E.G. PLANE, AIRPORT, TRAIN)
12%
AT SCHOOL
11%
PROFESSIONALS INVEST OVER 60% MORE TIME CONSUMING
PROFESSIONAL CONTENT AT HOME THAN AT WORK
#mindsetdivide
PROFESSIONAL CONTENT IS ABOUT
KNOWLEDGE AND IMPROVEMENT
PROFESSIONAL CONTENT IS ABOUT KNOWLEDGE
17%
15%
19%
24%
24%
30%
44%
50%
51%
56%
None of the above
Articles and/or opinion pieces by well-known personalities inthe public domain
Information about entrepreneurship and start-ups
News about companies relevant to an industry that is notdirectly related to yours, but that you are interested in
Information about experiences or products you aspire to have
Articles and/or opinion pieces by experts in your industry
Job opportunities in my industry
News about companies / trends in industry
Professional development / leadership & productivity
Current events / financial news
CONTENT CONSIDERED RELEVANT TO PROFESSIONAL INTERESTS
#mindsetdivide
SOCIAL MEDIA HAS TRANSFORMED
PROFESSIONAL CONTENT
SOCIAL MEDIA HAS ARRIVED AS A PROFESSIONAL
CONTENT PLATFORM
FREQUENCY OF ACCESSING PROFESSIONAL CONTENT BY MEDIUM
6%
12%
6%
20%
30%
27%
54%
19%
29%
30%
33%
30%
35%
31%
8%
8%
17%
7%
6%
8%
4%
33%
49%
53%
60%
67%
70%
89%
Online podcasts
Print newspapers
Print magazines
Radio
Social media sites / apps
TV programming / news
Online websites / e-mail
Once a day or more often 1-6 days a week 1-3 times a month
#mindsetdivide
MINDSET DICTATES TRUST AND RESPONSE
Local, national and/or world news and current events
Business / company / finance newsSports
Real estateEntertainment / TV
news
Lifestyle, arts and leisure
Personal finance and investments
Education
Science
Home & garden / Do-it-Yourself (DIY)
Politics
TechnologyTravel and holidays
Fashion / beauty
Celebrity gossip
Health & fitness
Food & dining
PROFESSIONAL CONTENT IS AMONG THE MOST
TRUSTED CONTENT ONLINE
TRUSTED CONTENT MATRIX
MORE
TRUSTED
LESS
TRUSTED
MORE
TRUSTED
LESS
TRUSTED
PROFESSIONALPERSONAL
QUALITY AND REPUTATION OF SOURCE
DETERMINE TRUST
FACTORS IMPORTANT IN DETERMINING TRUSTED CONTENT
12%
16%
21%
29%
30%
43%
44%
49%
56%
Has been read by many people
Has been “liked” or shared by many people
Is shared or recommended by a family member orfriend
Is authored / created by a well-respected journalistor personality
Is sponsored by a company or brand I trust
Is well-written
Can be easily applied to your everyday life
Is delivered through a well-known and respectedpublication, news / radio channel or website
Includes facts / figures that are properly cited
#mindsetdivide
PROFESSIONAL SHARING BOOSTS
CONTENT’S VALUE
PROFESSIONALS SHARE PROFESSIONAL
CONTENT THROUGH SOCIAL NETWORKS
SHARING OF ONLINE
CONTENT BY
PROFESSIONALS
METHODS OF SHARING
PROFESSIONAL CONTENT SHARING THROUGH
A SOCIAL NETWORK
VIA WEBSITE OR POSTING
TO SOCIAL MEDIA SERVICE
E-MAILING LINKS
THROUGH YOUR OWN
PERSONAL E-MAIL
ACCOUNT
E-MAILING LINKS
THROUGH THE WEBSITE
WHERE YOU FOUND
THE CONTENT
PRINTING THE ARTICLE TO
SHARE
OTHER
70%
ANY
CONTENT
61%
PROFESSIONAL
CONTENT
64%
53%
42%
26%4%
#mindsetdivide
SO WHAT DOES THIS MEAN FOR MY
MARKETING?
WHAT DOES THIS MEAN FOR MY MARKETING?
CONTENT IS
KING
It’s at the heart of professionals’ online
experience, is accessed by them habitually
throughout the day and is shared to
establish knowledge and expertise.
ENSURE YOUR CONTENT
GETS HEARD
Delivering content to journalistic standards
on LinkedIn is the best way to ensure it
gets the attention it deserves.
USE DIFFERENT SOCIAL PLATFORMS
FOR DIFFERENT ROLES
Build credibility and social validation
on LinkedIn. Then integrate with other
social networks to spread the word
faster.
WHAT DOES THIS MEAN FOR MY MARKETING?
ENSURE YOU ARE REACHING
PROFESSIONALS ACROSS
MULTIPLE PLATFORMS
Remember that professional content is
mostly consumed out of the office and
often on mobile devices.
BE TIMELY –AND ANTICIPATE
ISSUES THAT MATTER
A unique point of view or interpretation in a
timely manner is the driving force.
WHAT DOES THIS MEAN FOR MY MARKETING?
ENCOURAGE YOUR AUDIENCE
TO GO DEEPER
Empower the urge to explore content
themes in depth with links back to related
pieces on your website or company page.
INVITE COMMENTS AND
INVITE SHARES
Credibility hits the next level when your
content is shared on social media.
Encourage comments on LinkedIn and it
grows even faster.
CONSIDER DIFFERENT TYPES OF
PROFESSIONAL CONTENT
Professional content can be broader than
you think.– investigate what your target
audience is currently reading and survey
them to understand their future interests.
Super Powers…
Content Marketing Score:
A Score that quantifies and benchmarks the
influence your company has on LinkedIn
through your content marketing
Content Marketing Score Objective
Key questions
? I really care about a specific audience. Are they engaging?
? Are people engaging with my content?
? How do I rank against my peers?
How influential are my employees??
The most effective content marketers reach
customers in multiple ways
CMS integrates your content efforts
CMS
Groups
Company Updates
Sponsored Updates
Employee Posts
Influencer Posts
Your Content Marketing Score measures within your
target audience, WHO engages with your content
(Business decision makers)
12,000,000 Members
Target Audience
Members you would like to reach
(monthly active users)
90,100 MembersContent Marketing Engagement
Members who engage with
your content
Like, share, comment, follow, click
Content Marketing Score
Unique Members Engaged= =x Multiplier 750
Active Target Audience
Your Overall Content Marketing Score vs. Your Peers
518
0
100
200
300
400
500
600
700
800
900
CLIENT
CM
S S
co
re
Best in class
influenceWeaker content
influence
102 of
Peers:
Blackrock
Microsoft
Dell
Cap Gemini
Oracle
Citi
Amex
Accenture
Salesforce
Your Overall Content Marketing Score
By Target Audience
410
0
200
400
600
800
1,000
1,200
1,400
CLIENT
CM
S S
co
re
Best in class
influenceWeaker content
influence
105 of
Peers:
WHO: Audience = Business Decision Makers
Blackrock
Microsoft
Dell
Cap Gemini
Oracle
Citi
Amex
Accenture
Salesforce
Your Content Marketing Score By Source
15%
5%
35%
26%
19%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Company Updates Employee Updates Group Activity Sponsored Updates Influencer Posts
Pe
rce
nt
of
CM
S S
co
re
CLIENT
Best in Class
Audiences Engaging With Your Content
0
500
1,000
1,500
2,000
2,500
3,000
High-tech ITDMs SMB CXOs MarketingDMs
SMBs CXOs BDM FinancialServices
Stronger content
influenceWeaker content
influence
These Are The Three Levers
That Influence Your CMS
Launch sponsored
update campaigns
Launch follower
campaigns
Post more company
updates
Encourage employees
to post more updates
Improve content quality
& Relevance
Reach Frequency Engagement
XX
A tool that informs you about content trends
and guides your content strategy
Trending Content is intended to guide content marketing
strategy and execution for both the short and long term
Spiking Trend Long-Term Trending Topic
Popula
rity
Time Period
Catching trending topics Defining content strategy
Trending Content
1 Who is sharing?
2 What is being shared?
3 What topics is the share
related to?
Venture Capital
Entrepreneurship
Leverage these insights
to guide your content strategy
What should I publish?
Who should I target
with my content?
LinkedIn Business Decision Makers
are talking about a diverse set of topics
LinkedIn Internal Data based on Member shares from 2/1 through 2/28
mobile devices
cloud computing
advertising
entrepreneurship
leadership
Top Trending Topics
(March 2014)
How to Get Your Employees
to Think Strategically
inc.com
The 7 P’s To Start Your Business
linkedin.com
Hair-Raising Subway Ad Blows Away
the Competition
mashable.com
Cloud boom is on for real,
researcher says
gigaom.com
Apple sells more computers than
all Windows PCs
qz.com
Example Article
Leverage these insights
to guide your content strategy
What should I publish?
Who should I target
with my content?
Leadership content can also be used
beyond Business Decision Makers
Index of Leadership Content as a % of Shares by Audience
100
103
110
120
IT/ENG Function
High-Tech Industry
SBO [1-200]
Individual Contributors
All Members
Business Decision Makers
Financial Services Industry
Sales Function
LinkedIn Internal Data based on Member shares from 2/1 through 2/28