How LinkedIn's Content Revolutionaries Consume and Share Professional Content. Professional content consumption is dramatically rising-especially on LinkedIn, where over 1.5 million publishers actively use the LinkedIn Share button on their sites to send content into the LinkedIn platform. The LinkedIn members on the forefront of this revolution are leading the way by consuming and sharing professional content in record amounts. These "Content Revolutionaries," are the audience you want to tailor your content for. We conducted a survey of 457 LinkedIn members in Hong Kong and Singapore who actively share and consume content that reveals why and how they are consuming professional content on LinkedIn, as well as how you as a marketer can tap into their behaviors. When we say "Professionally relevant content", we are referring to information and resources (i.e., articles, videos, audio broadcasts, etc) that are specifically relevant to your career and may help you grow as a professional. Take a look at the highlights from the 2014 Professional Content Consumption Report.

1. To download the full report, visit business.linkedin.com/marketing-solutions.
62%of Content Revolutionaries find
it necessary for professional success.
63%find it easier to access
professionally relevant content.
76%
70%
52%
33%
52%
42%
87% 64% 45%
17% 29% 16%
0 20 40 60 80 100
0 20 40 60 80 100
0 20 40 60 80 100
0 20 40 60 80 100
59% 38%54%
0
10
20
30
40
50
60
43% 45%
56%
30%
21%
5%
0 20 40 60 80 100
44% 30% 26%
Professionally Relevant Content News Entertainment
0 20 40 60 80 100
0 20 40 60 80 100
Content Revolutionaries depend on professional content, which explains its rise
Percentage of total time spent consuming various content, across all platforms, weekly
Mobile traffic is calculated as a
percentage of LinkedIn member-only
unique visitors; calculated using Q4
average for each year.
Content must be mobile-friendly.
In Q4 2013, on average, 41% of
unique visiting members came
through mobile apps, versus just
21% midway through 2012.
Content Revolutionaries are more likely to share professional content that builds their professional brands, strengthens their
professional networks, or helps them sell to their networks.
Building a professional brand
Professional content consumption is dramatically rising—especially on LinkedIn, where over 1.5 million
publishers actively use the LinkedIn Share button on their sites to send content into the LinkedIn platform.
The LinkedIn members on the forefront of this revolution are leading the way by consuming and sharing
professional content in record amounts. These “Content Revolutionaries,” are the audience you want to
tailor your content for. We conducted a survey of 457 LinkedIn members in Hong Kong and Singapore
who actively share and consume content that reveals why and how they are consuming professional
content on LinkedIn, as well as how you as a marketer can tap into their behaviors. Take a look at these
highlights from the 2014 Professional Content Consumption Report.
Professionals Demand Content at Their Fingertips
The Multi-Benefits of Consuming Content on LinkedIn
CONTENT CONSUMPTION AND CONNECTION
Enhances Member’s
Professional Reputation
Increases
Member Visibility
Positions Member
as Thought Leader
When creating quality content, marketers should ask themselves:
Conversation is
fueled by sharing.
Marketers need to create
content that sparks
discussion.
Sharing with
Commentary
Sharing without
Commentary
Using the “Like”
Button
Copying
to Email
Share/Using
LI Mail
Other
Sharing methods
Content Revolutionaries’ sources for professional content
2003
0%
10%
20%
30%
40%
50%
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Q1 2014
2%
43%
Mobile Traffic on LinkedIn
ENHANCES
KNOWLEDGE
STRENGTHENS
NETWORKS
BOOSTS
PERSONAS
Discover new ideas within industry
Keep up with industry news Build relationships with colleagues/clients
Improve current job skills
Marketers must meet Content Revolutionaries’ 3 key needs
TOP BENEFITS OF CONSUMING PROFESSIONAL CONTENT ON LINKEDIN
CONTENT REVOLUTIONARIES SHARE TO BUILD THEIR PROFESSIONAL BRANDS
6 Insider Tips for Connecting with Content Revolutionaries
Through this research, LinkedIn has developed a 6-step checklist for giving your professional content the best chance of connecting.
9 Content Revolutionaries spend
9 hours per week consuming
professionally relevant content.
The Professional Content
Revolution is on the Rise
hours
per week
How LinkedIn’s Content Revolutionaries
Consume and Share Professional Content
Build professional reputation
Spark conversations
Does it present new
knowledge or assist
in decision-making?
Will it spark
conversation?
Would sharing
it benefit their
professional network?
Is it formatted
for mobile/tablet
consumption?
Does it feed their
desire for professional
accomplishment?
Would sharing
it enhance their
professional brand?
1 2 3
56
4
Among Content Revolutionaries who had increased the amount of time they spent consuming professional content over the past year.
Total percentage who selected it as their primary or secondary preferred method; total = 200%
Online News
Sites
Online Trade/
Industry Sites