Measuring Content Marketing Success
50%87% Use social media
for content
distribution
Effectiveness
rating
Create compelling content that speaks
directly to your target audience.
XX%
It’s up to marketers to deliver a better
content experience
The key ingredient to a
better content experience
is relevance
Marketers Audience
Content
Relationship
At LinkedIn Content is Our Core
6XMore engagement with
content vs. jobs
Brands
3.0M Company Pages
Sponsored + Organic Upda...
Unique insights to guide your content strategy
What should I publish?
Who should I target with my content?
Imagine if…
… we could help you measure how
well your content is working for
you on LinkedIn
… we could make recommendatio...
A tool that informs you about content trends
and guides your content strategy
Trending Content is intended to guide content marketing
strategy and execution for both the short and long term
Spiking Tr...
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
(for example, all CXOs)
1...
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 Overall Content Marketing Score
By Target Audience and Topic
250
0
200
400
600
800
1,000
1,200
1,400
CLIENT
CMSScore
...
Who is Best in Class in the Japan?
Your Content Marketing Score By Source
15%
5%
35%
26%
19%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Company Updates Employee Updat...
Audiences Engaging With Your Content
0
500
1,000
1,500
2,000
2,500
3,000
High-tech ITDMs SMB CXOs Marketing
DMs
SMBs CXOs ...
These Are The Three Levers
That Influence Your CMS
Launch sponsored
update campaigns
Launch follower
campaigns
Post more c...
Trending Content
1 Who is sharing?
2 What is being shared?
3 What topics is the share
related to?
Venture Capital
Entrepre...
Leverage these insights
to guide your content strategy
What should I publish?
Who should I target
with my content?
LinkedIn Business Decision Makers in APAC
are talking about a diverse set of topics
LinkedIn Internal Data based on Member...
Leverage these insights
to guide your content strategy
What should I publish?
Who should I target
with my content?
Leadership content can also be used
beyond Business Decision Makers
Index of Leadership Content as a % of Shares by Audien...
Appendix
Create compelling content that
speaks directly to your target
audience.
Which of these was the top content
among CXOs in January?
Which of these was the top content
among the Financial Services Industry in January?
Measuring Content Marketing Success (iMedia Summit 2014)
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Measuring Content Marketing Success (iMedia Summit 2014)

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2014年3月のiMedia Summitの講演でご紹介したプレゼンテーションです。

Published in: Business

Measuring Content Marketing Success (iMedia Summit 2014)

  1. 1. Measuring Content Marketing Success
  2. 2. 50%87% Use social media for content distribution Effectiveness rating
  3. 3. Create compelling content that speaks directly to your target audience.
  4. 4. XX% It’s up to marketers to deliver a better content experience
  5. 5. The key ingredient to a better content experience is relevance
  6. 6. Marketers Audience Content Relationship
  7. 7. At LinkedIn Content is Our Core 6XMore engagement with content vs. jobs Brands 3.0M Company Pages Sponsored + Organic Updates SlideShare 2.1M Groups Thought Leaders 300+ Influencers News 1.5MM Publishers Peers Connections Employees Groups
  8. 8. Unique insights to guide your content strategy What should I publish? Who should I target with my content?
  9. 9. Imagine if… … we could help you measure how well your content is working for you on LinkedIn … we could make recommendations on how to improve your impact on LinkedIn through your content marketing … we could identify what content is relevant and engaging
  10. 10. A tool that informs you about content trends and guides your content strategy
  11. 11. 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
  12. 12. Content Marketing Score: A Score that quantifies and benchmarks the influence your company has on LinkedIn through your content marketing
  13. 13. 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 am I for a specific topic? How influential are my employees??
  14. 14. 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
  15. 15. Your Content Marketing Score measures within your target audience, WHO engages with your content (for example, all CXOs) 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
  16. 16. 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: Sony Microsoft Dell Nissan Oracle Citi Amex Toyota Salesforce
  17. 17. 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 Sony Microsoft Dell Nissan Oracle Citi Amex Toyota Salesforce
  18. 18. Your Overall Content Marketing Score By Target Audience and Topic 250 0 200 400 600 800 1,000 1,200 1,400 CLIENT CMSScore Best in class influence Weaker content influence 107of WHO: Audience = Decision Makers WHAT: Topic = Leadership Peers: Sony Microsoft Dell Nissan Oracle Citi Amex Toyota Salesforce
  19. 19. Who is Best in Class in the Japan?
  20. 20. 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
  21. 21. Audiences Engaging With Your Content 0 500 1,000 1,500 2,000 2,500 3,000 High-tech ITDMs SMB CXOs Marketing DMs SMBs CXOs BDM Financial Services Stronger content influence Weaker content influence
  22. 22. 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
  23. 23. Trending Content 1 Who is sharing? 2 What is being shared? 3 What topics is the share related to? Venture Capital Entrepreneurship
  24. 24. Leverage these insights to guide your content strategy What should I publish? Who should I target with my content?
  25. 25. LinkedIn Business Decision Makers in APAC are talking about a diverse set of topics LinkedIn Internal Data based on Member shares from 2/1 through 2/28 mobile devices cloud computing advertising entrepreneurship leadership Top Trending Topics (February 2014) How to Get Your Employees to Think Strategically inc.com The 7 P’s To Start Your Business linkedin.com Hair-Raising Subway Ad Blows Away the Competition mashable.com Cloud boom is on for real, researcher says gigaom.com Apple sells more computers than all Windows PCs qz.com Example Article
  26. 26. Leverage these insights to guide your content strategy What should I publish? Who should I target with my content?
  27. 27. Leadership content can also be used beyond Business Decision Makers Index of Leadership Content as a % of Shares by Audience 100 103 110 120 IT/ENG Function High-Tech Industry SBO [1-200] Individual Contributors All Members Business Decision Makers Financial Services Industry Sales Function LinkedIn Internal Data based on Member shares from 2/1 through 2/28
  28. 28. Appendix
  29. 29. Create compelling content that speaks directly to your target audience.
  30. 30. Which of these was the top content among CXOs in January?
  31. 31. Which of these was the top content among the Financial Services Industry in January?
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