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Content Marketing to Power your Brand Strategy


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View the presentation that was given at FinanceConnect Sydney on Thursday May 1 by Valter Sciarrillo and Ben Russell. This presentation demonstrates how LinkedIn's content marketing tools; Content Marketing Score and Trending Content can be used by marketers to measure the effectiveness of their content to power a more effective brand strategy.

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Content Marketing to Power your Brand Strategy

  1. 1. #inFC14 Ben Russell Insights Analyst, LMS LinkedIn @eveningespresso Valter Sciarrillo Head of Measurement, LMS LinkedIn @vsciarrilo Content Marketing to Power Your Brand Strategy
  2. 2. Content is Our Core 6XMore engagement with content vs. jobs Brands 3.0M Company Pages Sponsored + Organic Updates SlideShare 2.1M Groups Thought Leaders 450+ Influencers News 1.5MM Publishers Peers Connections Employees Groups #inFC14
  3. 3. Content Marketing Score: A Score that quantifies and benchmarks the influence your company has on LinkedIn through your content marketing #inFC14
  4. 4. 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 are my employees?? #inFC14
  5. 5. 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 #inFC14
  6. 6. Your Content Marketing Score measures within your target audience, WHO engages with your content (Business Decision Makers) 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 #inFC14
  7. 7. 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: Blackrock Microsoft Dell Cap Gemini Oracle Citi Amex Accenture Salesforce #inFC14
  8. 8. 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 Blackrock Microsoft Dell Cap Gemini Oracle Citi Amex Accenture Salesforce #inFC14
  9. 9. 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 #inFC14
  10. 10. 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 #inFC14
  11. 11. This is How You Compare Against Your Peers in Reach, Frequency and Engagement Client 0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 Unique Users Reached 0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0% 8.0% Unique Engaged Rate 0 50 100 150 200 250 Status Updates per Month Peer Group Average Peer Group Leader Reach Frequency Engagement #inFC14
  12. 12. A tool that informs you about content trends and guides your content strategy #inFC14
  13. 13. 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 #inFC14
  14. 14. Trending Content 1 Who is sharing? 2 What is being shared? 3 Which topics is the content related to? Venture Capital Entrepreneurship #inFC14
  15. 15. What are Financial Services Professionals in Australia interested in consuming and sharing? Employee Engagement Real-Estate Rates Financial Advisory Leadership Most Shared Articles about Leadership 1. The Best Leaders Make Unforgettable First Impressions (Forbes) 2. Successful Organizations Need Leaders At All Levels (Forbes) 3. Traits of a Motivated Leader (LinkedIn Influencer) 4. Leadership: How to Get From Good to Great (Inc) 5. Six things that will demoralise staff (The Age) Trending Topics (Last 30 Days) LinkedIn Internal Data based on Member shares from 17/3-17/4#inFC14
  16. 16. Who should I target with Wealth Management content?  Index of Wealth Management as a % of Shares by Audience Students Sales Professionals All Members Business Travelers Business Decision Makers Ex-Patriates Financial Advisors Institutional Investors LinkedIn Internal Data based on Member shares from 2/1 through 2/28#inFC14