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New Content Marketing Research and Resources [Webinar]

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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 …

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


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  • 1. #mindsetdivide THE MINDSET DIVIDE SPOTLIGHT ON CONTENT
  • 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
  • 5. #mindsetdivide PROFESSIONALS & PROFESSIONAL CONTENT
  • 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
  • 7. #mindsetdivide PROFESSIONALS ARE GLUTTONS FOR DIGITAL CONTENT
  • 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
  • 9. #mindsetdivide PROFESSIONAL CONTENT IS ABOUT KNOWLEDGE AND IMPROVEMENT
  • 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
  • 11. #mindsetdivide SOCIAL MEDIA HAS TRANSFORMED PROFESSIONAL CONTENT
  • 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
  • 13. #mindsetdivide MINDSET DICTATES TRUST AND RESPONSE
  • 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
  • 16. #mindsetdivide PROFESSIONAL SHARING BOOSTS CONTENT’S VALUE
  • 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%
  • 18. #mindsetdivide SO WHAT DOES THIS MEAN FOR MY MARKETING?
  • 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
  • 29. Audiences Engaging With Your Content 0 500 1,000 1,500 2,000 2,500 3,000 High-tech ITDMs SMB CXOs Marketing DMs SMBs CXOs BDM Financial Services Stronger content influence Weaker content influence
  • 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