#inFC14
Ben Russell
Insights Analyst, LMS
LinkedIn
@eveningespresso
Valter Sciarrillo
Head of Measurement, LMS
LinkedIn
@v...
Content is Our Core
6XMore engagement with
content vs. jobs
Brands
3.0M Company Pages
Sponsored + Organic Updates
SlideSha...
Content Marketing Score:
A Score that quantifies and benchmarks the
influence your company has on LinkedIn
through your co...
Content Marketing Score Objective
Key questions
? I really care about a specific audience. Are they engaging?
? Are people...
The most effective content marketers reach
customers in multiple ways
CMS integrates your content efforts
CMS
Groups
Compa...
Your Content Marketing Score measures within your
target audience, WHO engages with your content
(Business Decision Makers...
Your Overall Content Marketing Score vs. Your Peers
518
0
100
200
300
400
500
600
700
800
900
CLIENT
CMSScore
Best in clas...
Your Overall Content Marketing Score
By Target Audience
410
0
200
400
600
800
1,000
1,200
1,400
CLIENT
CMSScore
Best in cl...
Your Content Marketing Score By Source
15%
5%
35%
26%
19%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Company Updates Employee Updat...
These Are The Three Levers
That Influence Your CMS
Launch sponsored
update campaigns
Launch follower
campaigns
Post more c...
This is How You Compare Against Your Peers in Reach,
Frequency and Engagement
Client
0
500,000
1,000,000
1,500,000
2,000,0...
A tool that informs you about content trends
and guides your content strategy
#inFC14
Trending Content is intended to guide content marketing
strategy and execution for both the short and long term
Spiking Tr...
Trending Content
1 Who is sharing?
2 What is being shared?
3 Which topics is the
content related to?
Venture Capital
Entre...
What are Financial Services Professionals in
Australia interested in consuming and sharing?
Employee
Engagement
Real-Estat...
Who should I target with Wealth Management
content?
 Index of Wealth Management as a % of Shares by Audience
Students
Sal...
Upcoming SlideShare
Loading in...5
×

Content Marketing to Power your Brand Strategy

318

Published on

View the presentation that was given at FinanceConnect Sydney on Thursday May 1 by Valter Sciarrillo and Ben Russell. This presentation demonstrates how LinkedIn's content marketing tools; Content Marketing Score and Trending Content can be used by marketers to measure the effectiveness of their content to power a more effective brand strategy.

Published in: Marketing, Technology, Business
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
318
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
11
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Content Marketing to Power your Brand Strategy

  1. 1. #inFC14 Ben Russell Insights Analyst, LMS LinkedIn @eveningespresso Valter Sciarrillo Head of Measurement, LMS LinkedIn @vsciarrilo Content Marketing to Power Your Brand Strategy
  2. 2. Content is Our Core 6XMore engagement with content vs. jobs Brands 3.0M Company Pages Sponsored + Organic Updates SlideShare 2.1M Groups Thought Leaders 450+ Influencers News 1.5MM Publishers Peers Connections Employees Groups #inFC14
  3. 3. Content Marketing Score: A Score that quantifies and benchmarks the influence your company has on LinkedIn through your content marketing #inFC14
  4. 4. 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?? #inFC14
  5. 5. 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 #inFC14
  6. 6. 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 #inFC14
  7. 7. 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 #inFC14
  8. 8. 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 = Decision Makers Blackrock Microsoft Dell Cap Gemini Oracle Citi Amex Accenture Salesforce #inFC14
  9. 9. 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 #inFC14
  10. 10. 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 #inFC14
  11. 11. This is How You Compare Against Your Peers in Reach, Frequency and Engagement Client 0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 Unique Users Reached 0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0% 8.0% Unique Engaged Rate 0 50 100 150 200 250 Status Updates per Month Peer Group Average Peer Group Leader Reach Frequency Engagement #inFC14
  12. 12. A tool that informs you about content trends and guides your content strategy #inFC14
  13. 13. 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 #inFC14
  14. 14. Trending Content 1 Who is sharing? 2 What is being shared? 3 Which topics is the content related to? Venture Capital Entrepreneurship #inFC14
  15. 15. 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
  16. 16. 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
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×