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
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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
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
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