Measuring Content Marketing Success (iMedia Summit 2014)
Upcoming SlideShare
Loading in...5
×
 

Measuring Content Marketing Success (iMedia Summit 2014)

on

  • 390 views

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。

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。

Statistics

Views

Total Views
390
Slideshare-icon Views on SlideShare
388
Embed Views
2

Actions

Likes
2
Downloads
7
Comments
0

1 Embed 2

https://twitter.com 2

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Measuring Content Marketing Success (iMedia Summit 2014) Measuring Content Marketing Success (iMedia Summit 2014) Presentation Transcript

    • 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 Updates SlideShare 2.1M Groups Thought Leaders 300+ Influencers News 1.5MM Publishers Peers Connections Employees Groups
    • 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 recommendations on how to improve your impact on LinkedIn through your content marketing … we could identify what content is relevant and engaging
    • 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 Trend Long-Term Trending Topic Popularity Time Period Catching trending topics Defining content strategy
    • Content Marketing Score: A Score that quantifies and benchmarks the influence your company has on LinkedIn through your content marketing
    • 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??
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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 Updates Group Activity Sponsored Updates Influencer Posts PercentofCMSScore CLIENT Best in Class
    • 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
    • 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
    • Trending Content 1 Who is sharing? 2 What is being shared? 3 What topics is the share related to? Venture Capital Entrepreneurship
    • 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 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
    • 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 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
    • 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?