Using Data and Insights to Power Your Brand Strategy

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How to use data and insights to understand your audience and measure the impact of your content marketing

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Using Data and Insights to Power Your Brand Strategy

  1. 1. Using Data And Insights To Power Your Brand Strategy Ben Russell, Insights Analyst, LinkedIn Marketing Solutions
  2. 2. 93% of Australian Marketers are using content marketing Source: Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
  3. 3. 84% leverage social media to distribute their content Source: Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
  4. 4. 52% have a documented content marketing strategy Source: Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
  5. 5. 41% struggle to produce content that engages their audience Source: Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
  6. 6. know your audience + measure your influence Using LinkedIn Insights to when publishing content
  7. 7. Whatmakesthemtick?
  8. 8. The key ingredient to a better content experience is relevance
  9. 9. and context matters
  10. 10. Leadership iPad Cloud Computing Employee Engagement Web Marketing Self Esteem Advertising Real Estate Entrepreneurship John Stewart Pauly D Kim Kardashian Lisa Lopes Michael Jackson Tim Lincenum Jwoww Katy Perry UEFA Champions League Apple Inc. #OneOfMyFavoriteMoviesIs #iHeart1D #ASKPARACHUTE #MQBMarjorieVOTA #mcm Zimmerman Panthers Context is Queen Source: Trending in the US (December, 2013)
  11. 11. we share insights
  12. 12. Measure your influence
  13. 13. inward focused measurement ignores macro-level perspective
  14. 14. Reach Frequency Engagement How do I achieve ‘best in class’ influence?

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