Measuring Content Marketing Success (iMedia Summit 2014)

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

6X More 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

Popula

rity

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 750

Active Target Audience

Your Overall Content Marketing Score vs. Your Peers

518

0

100

200

300

400

500

600

700

800

900

CLIENT

CM

S S

co

re

Best in class

influence Weaker content

influence

10 2 of

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

CM

S S

co

re

Best in class

influence Weaker content

influence

10 5 of

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

CM

S S

co

re

Best in class

influence Weaker content

influence

10 7 of

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

Pe

rce

nt

of

CM

S S

co

re

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 MarketingDMs

SMBs CXOs BDM FinancialServices

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

X X

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?