Presentation at Finance Connect Mumbai on 10th June 2014 by Billy Soutornsorn and Ben Rusell from the LinkedIn APAC Insights team. Understand why knowing your audience, creating relevant content and measurement of your content marketing efforts are the key to success . Learn about LinkedIn's new tools -the Content Marketing Score and Trending Content and how they can help your brand.

1. Data Driven Content Marketing
Ben Russell
LinkedIn APAC Insights
Billy Sountornsorn
LinkedIn APAC Insights

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3. 3
1,700+
Shares

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5. 5
Moving from Information to
Insights to guide your
content strategy

6. Measure | Influence, Benchmark, Grow
Create Relevant Content | Preferences, Trends
Know Your Audience | Relevance, Context, Mindset
Clear Path to Success
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7. Know Your Audience

8. Speak to the dog, in the language
of the dog, about what’s in the
heart of the dog.
– Roy Williams

9. the key ingredient to a
better content experience is relevance

10. and context matters

11. match your message to mindset

12. Create Relevant Content

13. 65%
Increased amount of time
spent consuming
professionally relevant
content over the past year
N=6,058; data weighted to reflect active LinkedIn members. A1. In a typical work week (Monday through Sunday), how many total hours do you think you
spent consuming the following types of content? A3. During the past year, has the amount of time that you spend on consuming professionally relevant
content decreased, increased or stayed the same?

14. 41% 30% 29%
Professionally relevant content News Entertainment
N=6,058; data weighted to reflect active LinkedIn members. A1. In a typical work week (Monday through Sunday), how many total hours do you think you
spent consuming the following types of content? A3. During the past year, has the amount of time that you spend on consuming professionally relevant
content decreased, increased or stayed the same?

15. Transformation
Accomplishment

16. 43%
Mobile

17. Enhances
Knowledge
Strengthens
Networks
Boosts
Personas
77%
Keep up with industry news
70%
Discover new ideas within industry
63%
Build relationships
44%
Spark conversations
56%
Build professional reputation
40%
Improve current job skills
N=4,332; data weighted to reflect active LinkedIn members. B4. Which of the following statements do you agree with, when it comes to consuming
professionally relevant content on LinkedIn? Share results based only on members who shared content. All members had a history of clicking on content.

18. 64% 63% 40%
Increased
visibility
Enhanced professional
reputation
Positioned as
Thought Leader
N=3,978; data weighted to reflect active LinkedIn members. C8A-B. Which of the following statements do you agree with, when it comes to sharing
professionally relevant content you find on LinkedIn?

19. 42% 43%
57%
35%
14%
8%

20. Listen to your key audiences, on LinkedIn

21. ©2013 LinkedIn Corporation. All Rights Reserved.
Trending Topics
(Last 30 Days)
What have Mass Affluent Professionals in India been consuming and sharing?
Cloud Computing
Entrepreneurship
Sourcing
Human Resources
Leadership
Popular Articles on Leadership
• Hunger Will Destroy Your Fear of Failure : LinkedIn Influencer
• The Best Leaders Are Humble Leaders : Harvard Business Review
• Humility makes CEOs from India stand out : The Times of India
• The 5 Signs of a Bad Leader : LinkedIn Influencer
Internal LinkedIn Data – based on sharing activity over a 30 day period

22. Make your content mobile friendly
Checklist to LinkedIn Success
1
Content must present new knowledge or aid decision making2
Make it spark conversation3
Make it share worthy so it benefits members’ network4
Ensure content enhances their professional brand5
Feed members’ desire for professional accomplishment6

23. Measure

24. That which is measured, improves
– Pearson’s Law

25. The Content Marketing Score
Quantify and benchmark your content influence on LinkedIn

26. Active Target Audience
Content Marketing Engagement
C-Suite Professionals
Like, share, comment, follow, click
Content Marketing Score
Unique Members Engaged= =x Multiplier 750Active Target Audience
Number of C-Suite
Professionals
engaging with
content – May, 2014
Number of C-Suite
Professionals
accessing LinkedIn –
May, 2014
May, 2014

27. Blackrock
Franklin
Templeton
Prudential
Cap Gemini
JP Morgan
Citi
AmEx
Kotak
Deutsche Bank
Morgan Stanley
750
Brand X
2 of 10
C-Suite Professionals on LinkedIn – May, 2014
ContentMarketingScore
Dummy Data
Example
Competitive Set

28. Blackrock
Franklin
Templeton
Prudential
Cap Gemini
JP Morgan
Citi
AmEx
Kotak
Deutsche Bank
Morgan Stanley
346
Brand X
5 of 10
Mass Affluent in India on LinkedIn – May, 2014
ContentMarketingScore
Dummy Data
Example
Competitive Set

29. Reach Frequency Engagement
How do I achieve best in class influence?

30. Client
Unique Users Reached Unique Engaged RateStatus Updates per Month
Peer Group Average Peer Group Leader
Reach Frequency Engagement
Dummy Data

31. LinkedIn’s Content Marketing Score is your brand’s measure of
influence when it comes to professional content
LinkedIn’s Trending Content harnesses big data to help you
understand content trends among your target audience
Professionals look for content that drives professional success, and
are seeking financial and industry news and information
LinkedIn is trusted and is the preferred platform for professional
content consumption and sharing
Leveraging Data for Success in
Financial Services Content Marketing
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32. ©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved. 32