Netherlands - LInkedIn's Professional Content Consumption Report 2014 - INFOGRAPHIC


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Netherlands - LInkedIn's Professional Content Consumption Report 2014 - INFOGRAPHIC

  1. 1. To download the full report, visit 54%of Content Revolutionaries find it necessary for professional success. 47%find it easier to access professionally relevant content. 77% 65% 71% 32% 61% 31% 93% 60% 41% 26% 19% 21% 0 20 40 60 80 100 0 20 40 60 80 100 0 20 40 60 80 100 0 20 40 60 80 100 62% 17%69% 0 10 20 30 40 50 60 41% 46% 60% 28% 19% 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 6,058 LinkedIn members globally 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 behaviours. 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. 7 Content Revolutionaries spend 7 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 Source: LinkedIn's Professional Content Consumption Report 2014