LinkedIn hosted a webinar entitled "New Content Marketing Research and Resources" in which Taylor Schreiner, Director of Insights for LinkedIn Marketing Solutions, and Valter Sciarrillo, Head of Measurement, presented new research and resources for marketers looking to better measure and drive success with their content marketing efforts. Check out this presentation from the webinar.
Want more LinkedIn Marketing Solutions insights and resources? Visit our page here: http://business.linkedin.com/marketing-solutions/social-media-strategy.html?src=s-ss
2. 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.
3. DIFFERENT MINDSETS MEAN DIFFERENT NEEDS
PERSONAL
NETWORKS
PROFESSIONAL
NETWORKS
Spend Time Invest Time
Socialize
Stay in touch
Be entertained
Kill time
Share content
Maintain
Professional identity
Make useful contacts
Stay in touch
Search for
opportunities
Keep up to date
for career
4. 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
6. IF YOU REMEMBER NOTHING ELSE…
PROFESSIONALSARE GLUTTONS FOR CONTENT
PROFESSIONAL CONTENT ISABOUT KNOWLEDGEAND
IMPROVEMENT
SOCIAL MEDIAHAS TRANSFORMED PROFESSIONAL
CONTENT CONSUMPTION
MINDSET DICTATES TRUSTAND RESPONSE
PROFESSIONAL SHARING BOOSTS CONTENT’S VALUE
1
2
3
4
5
8. 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 CONTENTAT HOME THANAT WORK
10. 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 in
the public domain
Information about entrepreneurship and start-ups
News about companies relevant to an industry that is not
directly 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 RELEVANTTO PROFESSIONALINTERESTS
12. SOCIAL MEDIA HAS ARRIVED AS A PROFESSIONAL
CONTENT PLATFORM
FREQUENCY OFACCESSING PROFESSIONALCONTENT 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
14. Local, national and/or
world news and
current events
Business / company /
finance newsSports
Real estate
Entertainment / TV
news
Lifestyle, arts and
leisure
Personal finance and
investments
Education
Science
Home & garden / Do-
it-Yourself (DIY)
Politics
Technology
Travel 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
15. 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 or
friend
Is authored / created by a well-respected journalist
or 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 respected
publication, news / radio channel or website
Includes facts / figures that are properly cited
17. PROFESSIONALS SHARE PROFESSIONAL
CONTENT THROUGH SOCIAL NETWORKS
SHARING OF ONLINE
CONTENT BY
PROFESSIONALS
METHODS OF SHARING
PROFESSIONALCONTENT 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%
19. 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 SOCIALPLATFORMS
FOR DIFFERENT ROLES
Build credibility and social
validation on LinkedIn. Then
integrate with other social
networks to spread the word
faster.
20. WHAT DOES THIS MEAN FOR MY MARKETING?
ENSURE YOUARE REACHING
PROFESSIONALSACROSS
MULTIPLE PLATFORMS
Remember that professional content
is mostly consumed out of the office
and often on mobile devices.
BE TIMELY –ANDANTICIPATE
ISSUES THAT MATTER
A unique point of view or
interpretation in a timely manner is
the driving force.
21. WHAT DOES THIS MEAN FOR MY MARKETING?
ENCOURAGE YOURAUDIENCE
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 COMMENTSAND
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
PROFESSIONALCONTENT
Professional content can be broader
than you think.– investigate what
your target audience is currently
reading and survey them to
understand their future interests.
22. Content Marketing Score:
A Score that quantifies and benchmarks the
influence your company has on LinkedIn
through your content marketing
23. 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??
24. 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
25. 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 Members
Content Marketing Engagement
Members who engage with
your content
Like, share, comment, follow, click
Content Marketing Score
Unique Members Engaged
= =x Multiplier 750Active Target Audience
26. Your Overall Content Marketing Score vs. Your Peers
518
0
100
200
300
400
500
600
700
800
900
CLIENT
CMSScore
Best in class
influence
Weaker content
influence
102of
Peers:
Blackrock
Microsoft
Dell
Cap Gemini
Oracle
Citi
Amex
Accenture
Salesforce
27. Your Overall Content Marketing Score
By Target Audience
410
0
200
400
600
800
1,000
1,200
1,400
CLIENT
CMSScore
Best in class
influence
Weaker content
influence
105of
Peers:
WHO: Audience = Business Decision Makers
Blackrock
Microsoft
Dell
Cap Gemini
Oracle
Citi
Amex
Accenture
Salesforce
28. 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
PercentofCMSScore
CLIENT
Best in Class
30. 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
31. A tool that informs you about content trends
and guides your content strategy
32. Trending Content is intended to guide content marketing
strategy and execution for both the short and long term
Spiking Trend Long-Term Trending Topic
Popularity
Time Period
Catching trending topics Defining content strategy
33. Trending Content
1 Who is sharing?
2 What is being shared?
3 What topics is the share
related to?
Venture Capital
Entrepreneurship
34. Leverage these insights
to guide your content strategy
What should I publish?
Who should I target
with my content?
35. 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
36. Leverage these insights
to guide your content strategy
What should I publish?
Who should I target
with my content?
37. 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
38. For more LinkedIn research and resources,
visit the “Tips & Insights” tab on our website:
marketing.linkedin.com