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Connect the world’s professionals to
make them more productive and
successful
Our mission

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The professional profile
of record
Connect all of the world's
professionals
Identity Networks Knowledge
The definitive professional
publishing platform

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GroupsSlideShare InfluencersPulse
The definitive professional publishing platform
Knowledge

Evolution of Professional Content
Content Marketing on LinkedIn: WHY
Content Marketing on LinkedIn: HOW
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Professional Content Consumption Report 2014

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In the past, there were few sources for content
TV Print Radio

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Now, the internet provides a sea of information
that requires filtering Internet
Websites or
Apps
Content

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Social networks are now the dominate portals for
discovering content
Content

Several years ago, LinkedIn began a transformation
2006
Identity
Network
Knowledge
2014

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And ultimately evolved into a
content platform
500 LinkedIn Influencers
Pulse: News AggregatorSlideShare
1.5MM+ sites use InShare

That is globally recognised and trusted
Trustworthy
78 19
2013 MillwardBrown Digital study on 1,100 US adult internet users
Top 100 global brand
SOCIAL NETWORK ASSOCIATION AS
“A TRUSTWORTHY SOURCE OF
PROFESSIONAL CONTENT”

And increasingly delivering content via mobile
Mobile Traffic

Content Marketing on LinkedIn: WHY2
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Study: >6,000 LinkedIn members across 8 markets
We surveyed members who regularly consumed content
in the LinkedIn homepage feed (desktop or mobile)
Mean survey time was ~10 mins. Respondents with nonsensical answers or extremely short or long completion times (<4 mins or >12 hours) were removed.
Participants received $5 to $25 for their participation depending on their title. Response rates ranged from 4.8% to 6.8% depending on the country.
Seniority was used to weight the data when estimating population statistics.
United States
Sample Size
2,701
Canada
Sample Size
472
Brazil
Sample Size
483
Australia
Sample Size
480
Singapore
& Hong Kong
Sample Size
457
France
Sample Size
497
Benelux
Sample Size
483
UK
Sample Size
485

These members are wealth and influential professionals
1 in 5 Director+1 in 3 Manager+

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LinkedIn is their primary choice for professionally-
relevant content
N = 6,058; data weighted to reflect active LinkedIn members.
91%
61%
50%
36%
30%
24% 22% 19%
13%
In a typically work week (Monday through Sunday), what sources do you use to access professionally relevant content?

Consuming professional content is vital to their
success
Mean # of hours spent
consuming professionally-
relevant content per week
= 1 working
day per
week

18

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Companies Audience
Content
RelationshipsRelationships

Content Marketing on LinkedIn: HOW
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What type of content should I
create for my target audience?
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Benefits they experience by consuming content on LinkedIn
Enhances
Knowledge
Strengthens
Networks
Boosts
Personas
Keeping up with industry News
Discover new ideas within industry
Build relationships with colleagues/clients
Spark conversations
Build professional reputation
Improve current job skills
77%
71%
62%
43%
55%
39%

39%
Positions
member as
thought leader
62%
Enhances
member’s
professional
reputation
63%
Increases
member
visibility
Benefits experienced by sharing content on LinkedIn

75%
Content they prefer to click on and share
New research
39%
71%
66%
59%
58%
55%
Breaking news
Case studies
55%
Career advice
36%
49%
49%
39%
Produced by business Leader
Brief, concise in length
Click
Share
Popular content
types for gaining
knowledge
Popular content
types for helping
decision-making

EMEA Top Sponsored Updates in May 2014

Checklist for creating content that resonates

CMS addresses Key Questions like:
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?

One More Thing……

emea.marketing.linkedin.com
Thank You