The 2014ProfessionalContentConsumptionReportRise of the content pioneers: delving into the

top content consumers on LinkedIn and how

marketers can connect with them.

There’s a professional content revolution brewing, are you going to join in?

At LinkedIn we are witnessing a revolution. Professional content consumption is dramatically increasing, especially on LinkedIn where over 1.5 million publishers actively use the LinkedIn Share button on their sites to add content to the LinkedIn platform.

LinkedIn members are the forerunners of the revolution – leading the way by consuming and sharing professional content in record breaking volumes. We like to call these people "content pioneers". Your content needs to be tailored to this audience.

We conducted a survey of 485 LinkedIn members in the UK who actively share and consume content – and it's

good news for marketing experts. This research reveals the secrets behind why and how these content revolutionaries are consuming professional content on LinkedIn, and how you as a marketing expert can tap into this. It’s a big opportunity for people marketing content everywhere. You are sure to be more effective at reaching the content pioneers after reading this report.

The choice is yours: watch from the side-lines or get involved the professional content marketing revolution. Read on for insider tips to give your content the best chance of connecting with these content pioneers.

“LinkedIn members are the forerunners of the revolution – leading the way by consuming and sharing professional content in record breaking volumes. We like to call these people ‘Content Pioneers.’”

4 Key Attributes of the content pioneers that marketing experts need to understand

1 3

2 4

Content pioneers spend a 7 hours per week consuming professionally relevant content.

62% of content pioneers consider professional content

necessary for success.

LinkedIn is the content pioneers’ go-to source for professional content. 88% of them are using it weekly to consume professionally relevant content compared to 55% using online news sites and only 42% on Twitter and 19% on Facebook.

Content pioneers are much more likely to consume and share content that is geared towards their specific needs. Below you will find a 6-step checklist, drawn from this research, that gives your professional content the best chance of connecting with your audience.

6 Insider Tips for Connecting with Content Pioneers

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

The Professional Content Revolution is Building

0 20 40 60 80 100Professionally Relevant Content News Entertainment

38%

Professionally Relevant Content News Entertainment

29% 33%

Content Pioneers are voracious consumers of professional content.

7On average, they spend about 7 hours per week consuming professionally relevant content as a way to educate themselves on their industry news and trends.

hours a week

have increased the amount of time spent consuming professionally relevant content over the past year.62%

Percentage of total time spent consuming various content, across all platforms, weekly:

Content Pioneers relyon professional content.

62% of Content Pioneers find it necessary for professional success.

48% find it easier to access professionally relevant content.

Marketers have to deliver content that helps them accomplish their professional goals.

Among content pioneers who had increased the amount of time spent consuming professional

content over the past year.

Professionals Demand Content at Their Fingertips

Content must be mobile-friendly.

In the first quarter of 2014, an average of 43 percent of unique visiting LinkedIn members were mobile users.

Mobile traffic is calculated as a percentage of LinkedIn member-only unique visitors; calculated using Q4 average for each year.

Mobile Traffic:

2003

0%

10%

20%

30%

40%

50%

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Q1 2014

2%

43%

The Array of Benefits of Consuming Content on LinkedIn

0 20 40 60 80 100

0 20 40 60 80 100

0 20 40 60 80 100

0 20 40 60 80 100

0 20 40 60 80 100

0 20 40 60 80 100

75%

68%

59%

39%

58%

38%

Marketers must meet Content Pioneers’ 3 key needs.

ENHANCES

KNOWLEDGE

STRENGTHENS

NETWORKS

BOOSTS

PERSONAS

Top benefits of consuming professional content on LinkedIn:

Discover new ideas within industry

Keep up with industry news

Spark conversations

Build relationships with colleagues/clients

Improve current job skills

Build professional reputation

63% 37%61%

Content Pioneers share to build their professional brands.Members are more likely to share professional content that builds their professional brands, strengthens their professional networks, or helps them sell to their networks. Marketing content will be shared more if it fulfills these needs.

Top benefits of sharing professional content on LinkedIn:

Increases Member Visibility

Enhances Member’s Professional Reputation

Demonstrates member is forward

thinking

The Go-To Source for Professional Content

#14

LinkedIn is the number one choice for professionally relevant content.Content Pioneers’ sources for professional content:

88%

Making Content Worth Talking About

0 20 40 60 80 100

0 20 40 60 80 100

0 20 40 60 80 100

0 20 40 60 80 100

0 20 40 60 80 100

0 20 40 60 80 100

0 20 40 60 80 100

0 20 40 60 80 100

0 20 40 60 80 100

0 20 40 60 80 100

0 20 40 60 80 100

0 20 40 60 80 100

73%69%

66%58%

55%52%

46%24%

51%

38%

44%

35%

Popular content types

for gaining knowledge:

Popular content types

for helping decision-making:

New Research

Breaking Industry News

Case Studies

Career Advice

Brief, Concise:

Produced by Business Leader

SHARE

CLICK

Marketers must deliver the type of content sought most often by Content Pioneers.

0

10

20

30

40

50

60

70

80

36%

46%

62%

36%

12%8%

Conversation is fueled by sharing.

Sharing with Commentary

Sharing without Commentary

Using the “Like” button

Copying to Email

Share/Using LI Mail

Other

Sharing Methods:

Marketers need to create content that sparks a discussion.

Total percentage who selected it as their primary or secondary preferred method; total = 200%.

For more information, please visit emea.marketing.linkedin.com.

AppendixAbout Us LinkedIn has more than 300 million professional members. That's over a third of the 600 million professionals in the world, with 15 million members in the UK alone. This represents the largest single group of influential, affluent and educated people anywhere.

Professional Publishing Platform

Our evolution into a professional publishing platform drives increased engagement on LinkedIn. Compared with other professional publishers, content on LinkedIn works differently. The rich data on our platform means we can deliver the most relevant content to our members.

Relationships Matter

With LinkedIn marketing solutions, brands build relationships with the world’s professionals by using accurate targeting to deliver relevant content and communications.

As today’s connected professionals seek out ideas and insights from the people and brands they trust, marketing experts use LinkedIn to target advertising and publish relevant content in a professional context. Brands extend reach through social sharing which has become a natural part of LinkedIn, as well as by extending LinkedIn data to their sites and brand experiences through APIs.