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

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

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  • 1. Using Data And Insights To Power Your Brand Strategy Ben Russell, Insights Analyst, LinkedIn Marketing Solutions
  • 2. 93% of Australian Marketers are using content marketing Source: Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
  • 3. 84% leverage social media to distribute their content Source: Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
  • 4. 52% have a documented content marketing strategy Source: Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA
  • 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. know your audience + measure your influence Using LinkedIn Insights to when publishing content
  • 7. Whatmakesthemtick?
  • 8. The key ingredient to a better content experience is relevance
  • 9. and context matters
  • 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. we share insights
  • 12. Measure your influence
  • 13. inward focused measurement ignores macro-level perspective
  • 14. Reach Frequency Engagement How do I achieve ‘best in class’ influence?