Data Driven Content Marketing
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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
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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
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Speak to the dog, in the language of the dog, about what’s in the
heart of the dog.– Roy Williams
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the key ingredient to a better content experience is relevance
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andcontextmatters
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matchyourmessagetomindset
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Create Relevant Content
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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?
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41% 30% 29%
Professionally relevant content News Entertainment
N=6,058;dataweightedtoreflectactiveLinkedInmembers.A1.Inatypicalworkweek(MondaythroughSunday),howmanytotalhoursdoyouthinkyouspentconsumingthefollowingtypesofcontent?A3.Duringthepastyear,hastheamountoftimethatyouspendonconsumingprofessionallyrelevantcontentdecreased,increasedorstayedthesame?
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Transformation
Accomplishment
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43%Mobile
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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.
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64% 63% 40%
Increasedvisibility
Enhanced professional reputation
Positioned asThought Leader
N=3,978;dataweightedtoreflectactiveLinkedInmembers.C8A-B.Whichofthefollowingstatementsdoyouagreewith,whenitcomestosharingprofessionallyrelevantcontentyoufindonLinkedIn?
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42% 43%
57%
35%
14%8%
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Listentoyourkeyaudiences,onLinkedIn
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©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
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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
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Measure
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That which is measured, improves–Pearson’sLaw
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TheContentMarketingScoreQuantify and benchmark your content influence on
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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
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BlackrockFranklinTempletonPrudentialCapGeminiJPMorganCitiAmExKotakDeutscheBankMorganStanley
Brand X
750 2of10
C-SuiteProfessionalsonLinkedIn–May,2014C
on
ten
tM
ark
eti
ng
Sco
re
Dummy Data
Example Competitive Set
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BlackrockFranklinTempletonPrudentialCapGeminiJPMorganCitiAmExKotakDeutscheBankMorganStanley
Brand X
346
5of10
MassAffluentinIndiaonLinkedIn–May,2014C
on
ten
tM
ark
eti
ng
Sco
re
Dummy Data
Example Competitive Set
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Reach Frequency Engagement
HowdoIachievebest in class influence?
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Client
UniqueUsersR... UniqueEnga...StatusUpdatesper...
PeerGroupAverage
PeerGroupLeader
Reach Frequency Engagement
Dummy Data
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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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©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved. 32