data driven content marketing
DESCRIPTION
Presentation at Finance Connect Mumbai on 10th June 2014 by Billy Soutornsorn and Ben Rusell from the LinkedIn APAC Insights team. Understand why knowing your audience, creating relevant content and measurement of your content marketing efforts are the key to success . Learn about LinkedIn's new tools -the Content Marketing Score and Trending Content and how they can help your brand.TRANSCRIPT
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
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
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tM
ark
eti
ng
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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©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved. 32