LinkedIn's Professional Content Consumption Report UK - INFOGRAPHIC


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LinkedIn's Professional Content Consumption Report UK - INFOGRAPHIC

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LinkedIn's Professional Content Consumption Report UK - INFOGRAPHIC

  1. 1. To download the full report, visit 62%of Content Pioneers find it necessary for professional success. 48%find it easier to access professionally relevant content. 75% 68% 59% 38% 58% 39% 88% 55% 55% 42% 19% 20% 0 20 40 60 80 100 0 20 40 60 80 100 0 20 40 60 80 100 0 20 40 60 80 100 63% 37%61% 0 10 20 30 40 50 60 70 80 36% 46% 62% 36% 12% 8% 0 20 40 60 80 100 38% 29% 33% Professionally Relevant Content News Entertainment 0 20 40 60 80 100 0 20 40 60 80 100 Content Pioneers rely on professional content, which explains why it’s becoming more popular. Percentage of time spent consuming various content, across all platforms, weekly Mobile traffic is calculated as a percentage of LinkedIn member-only unique visitors; calculated using the Q4 average for each year. Content must be mobile-friendly. In the final quarter of 2013, an average of 41% of unique visiting members came through mobile apps, versus just 21% in mid-2012. Content Pioneers 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 onto the LinkedIn platform. LinkedIn members are the forerunners of the revolution – leading the way by consuming and sharing professional content in record breaking volumes. Your content needs to be tailored to this audience of “Content Pioneers”. We conducted a survey of 485 LinkedIn members in the UK who actively share and consume. The results reveal why and how they are consuming professional content on LinkedIn, as well as how you as a marketing expert can tap into this. Professionals Demand Content at Their Fingertips The Array of Benefits of Consuming Content on LinkedIn CONTENT CONSUMPTION AND CONNECTING Enhances Member’s Professional Reputation Increases Member Visibility Demonstrates member is forward thinking When creating quality content, marketeers should ask themselves: Conversation is fueled by sharing. Marketers need to create content that sparks a discussion. Sharing with Commentary Sharing without Commentary Using the “Like” Button Copying to Email Share/Using LI Mail Other Sharing methods Sources content pioneers use for professional content 2003 0% 10% 20% 30% 40% 50% 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 First quarter 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 Pioneers’ 3 key needs TOP BENEFITS OF CONSUMING PROFESSIONAL CONTENT ON LINKEDIN CONTENT PIONEERS SHARE TO BUILD THEIR PROFESSIONAL BRANDS 6 Insider Tips for Connecting with Content Pioneers Using this research, LinkedIn has developed a 6-step checklist for giving your professional content the best chance of connecting. 7 Content Pioneers spend 7 hours per day consuming professionally relevant content. The Professional Content Revolution is Building hours per week How LinkedIn’s Content Pioneers Consume and Share Professional Content Build professional reputation Spark conversations Does it present new knowledge or help them to make a decision? Will it start a 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 According to a survey of content pioneers who have 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