How to create compelling content as a brand on LinkedIn

Create compelling content as a brand on LinkedIn

HOW TO:

Know your audienceSTEP 1:

Speak to the dog, in the language of the dog, about what’s in the

heart of the dog.– Roy Williams

the key ingredient to a better content experience is relevance

and context matters.

match your message to mindset

Listen first, and never stop listening – Dave Kerpen

Listen to your key audiences, on LinkedIn

©2013 LinkedIn Corporation. All Rights Reserved.

Trending Topics (Last 30 Days)

What have C-Suite Professionals in Singapore been consuming and sharing?

Bloomberg

Cloud Computing

Leadership

European Union

Entrepreneurship

Most Shared Articles on Entrepreneurship

• What is stopping the next generation of Singaporeans from

becoming entrepreneurs? : Singapore Business Review

• ‘Visible and Engaged’: Women on Breaking Into the Tech

Industry : Entrepreneur.com

• 5 TED Talks That May Change Your View on Life :

Entrepreneur.com

• 5 Personality Traits of an Entrepreneur : Forbes

Know your audience.STEP 1:

MeasureSTEP 2:

That which is measured, improves– “Pearson’s Law”

The Content Marketing ScoreQuantify and benchmark your content influence on

LinkedIn

Active Target Audience

Content Marketing Engagement

Business Decision Makers

Like, share, comment, follow, click

Content Marketing ScoreUnique Members Engaged= =x Multiplier 750Active Target Audience

90,100 Members

12,000,000Members

April, 2014

BlackrockMicrosoftDellCap GeminiOracleCitiAMEXAccentureSalesforceBrand

X

750 2 of 10

Business Decision Makers on LinkedIn – April, 2014C

onte

nt

Mark

eti

ng S

core

BlackrockMicrosoftDellCap GeminiOracleCitiAMEXAccentureSalesforceBrand

X

346

5 of 10

IT Decision Makers in Singapore on LinkedIn – April, 2014C

onte

nt

Mark

eti

ng S

core

Reach Frequency Engagement

How do I achieve best in class influence?

Client

Unique Users R... Unique Enga...Status Updates per ...

Peer Group Average

Peer Group Leader

Reach Frequency Engagement

Measure.STEP 2:

Know your audience.

Measure.

Match your message to mindsetListen first – learn what’s at the heart of your audience

Step back from micro-level metrics – identify bottlenecks