#inFC14

Ben Russell Insights Analyst, LMS

LinkedIn@eveningespresso

Valter Sciarrillo Head of Measurement, LMS

LinkedIn@vsciarrilo

Content Marketing to Power Your Brand Strategy

Content is Our Core

6XMore engagement with content vs. jobs

Brands3.0M Company PagesSponsored + Organic UpdatesSlideShare 2.1M Groups

Thought Leaders

450+ Influencers

News 1.5MM Publishers

PeersConnectionsEmployeesGroups

#inFC14

Content Marketing Score: A Score that quantifies and benchmarks the

influence your company has on LinkedIn through your content marketing

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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??

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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

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Your Content Marketing Score measures within yourtarget 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 EngagementMembers who engage with your content

Like, share, comment, follow, click

Content Marketing ScoreUnique Members Engaged

= =x Multiplier 750750Active Target Audience

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Your Overall Content Marketing Score vs. Your Peers

CLIENT0

100

200

300

400

500

600

700

800

900

518

CM

S S

co

re

Best in class influence

Weaker content influence

102of

Peers:

Blackrock

Microsoft

Dell

Cap Gemini

Oracle

Citi

Amex

Accenture

Salesforce

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Your Overall Content Marketing Score By Target Audience

CLIENT0

200

400

600

800

1,000

1,200

1,400

410CM

S S

co

re

Best in class influence

Weaker content influence

105of

Peers:

WHO: Audience = Decision Makers

Blackrock

Microsoft

Dell

Cap Gemini

Oracle

Citi

Amex

Accenture

Salesforce

#inFC14

Your Content Marketing Score By Source

Company Updates Employee Updates Group Activity Sponsored Updates Influencer Posts0%

5%

10%

15%

20%

25%

30%

35%

40%

15%

5%

35%

26%

19%

CLIENT

Best in Class

Pe

rce

nt

of

CM

S S

co

re

#inFC14

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

ReachReach FrequencyFrequency EngagementEngagement

XX

#inFC14

This is How You Compare Against Your Peers in Reach, Frequency and Engagement

Client

Unique Users Rea...0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

Unique Engaged ...0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

6.0%

7.0%

8.0%

Status Updates per...0

50

100

150

200

250

Peer Group Average Peer Group Leader

Reach Frequency Engagement

#inFC14

A tool that informs you about content trends and guides your content strategy

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Trending Content is intended to guide content marketing strategy and execution for both the short and long term

Spiking Trend Long-Term Trending Topic

Pop

ular

ity

Time Period

Catching trending topics Defining content strategy

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Trending Content

1 Who is sharing?

2 What is being shared?

3 Which topics is the content related to?

Venture Capital

Entrepreneurship

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What are Financial Services Professionals in Australia interested in consuming and sharing?

Employee Engagement

Real-Estate

Rates

Financial Advisory

Leadership

Most Shared Articles about Leadership

1. The Best Leaders Make Unforgettable First Impressions (Forbes)

2. Successful Organizations Need Leaders At All Levels (Forbes)

3. Traits of a Motivated Leader (LinkedIn Influencer)

4. Leadership: How to Get From Good to Great (Inc)

5. Six things that will demoralise staff (The Age)

Trending Topics (Last 30 Days)

LinkedIn Internal Data based on Member shares from 17/3-17/4#inFC14

Who should I target with Wealth Management content?

Index of Wealth Management as a % of Shares by Audience

Students

Sales Professionals

All Members

Business Travelers

Business Decision Makers

Ex-Patriates

Financial Advisors

Institutional Investors

LinkedIn Internal Data based on Member shares from 2/1 through 2/28#inFC14