We used LinkedIn data to examine what kind of articles members are engaging with on the platform. This quarter, we look at the articles and topics that interested CXO executives.

1. Welcome to the first edition of the LinkedIn Content Insights Quarterly. This report uses LinkedIn data to examine what content LinkedIn
members are engaging with on the platform. In this quarterly offering, we also use LinkedIn data to examine what kind of articles a specific
audience is interacting with on the platform. This quarter, we’ve examined what articles and topics caught the interest of CXO executives.
And finally, we dove into the specific and important topic of “ad viewability” to gauge what articles about the topic are resonating with
LinkedIn members.
Among the top five topics,
three involved hiring or
employee retention:
• No. 1 Recruiting
• No. 2 Employee Engagement
• No. 5 Recruiters
In the first quarter of 2017, LinkedIn members published more than
100,000 articles weekly on the platform. This list shows the topics
that generated the most engagement on LinkedIn.
TOP TOPICS*
TOP GROWTH TOPICS**
TOP ARTICLES***
Four of the top five article topics
showing the highest growth in
the first quarter involved the
hot topic of immigration:
• No. 1 Naturalization
• No. 2 L-1 (Visa)
• No. 4 Immigration Issues
• No. 5 Visas
The article topics showing remarkable growth in engagement in the
first quarter offer a window on how business is being influenced by
the world at large.
Two of the top three articles posted on LinkedIn in the first quarter
of the year addressed the subject of sales. Finding good salespeople
and uncovering the secrets of effective sales are perennial
preoccupations of businesses.
Another preoccupation of businesses is establishing a positive culture
to attract and retain employees, and five of the top 15 articles examined
hiring and culture (e.g., “High Performing Jerks = Culture Crushers”).
01 • Content Insights Quarterly
CONTENT INSIGHTS QUARTERLY
1. NATURALIZATION
2. L-1
3. ACCOUNTS RECEIVABLE
4. IMMIGRATION ISSUES
5. VISAS
1. The best answer I’ve ever heard to “sell me this pen”
—Dailius R. Wilson
2. This Study Reveals The 5 Biggest Regrets People Have
Before They Die—John-Paul Iwuoha
3. My 5 Essential Tips for Selling Anything to Anyone
—Robert Herjavec
4. 9 Bad Manager Mistakes That Make Good People Quit
—Dr. Travis Bradberry
5. From the Ritz to a Padded Cell: A Workaholic’s Lesson
on Love and Loss”—Lindsey Boggs
1. RECRUITING
2. EMPLOYEE ENGAGEMENT
3. SELF-ESTEEM
4. SOCIAL MEDIA MARKETING
5. RECRUITERS
6. EUROPE
7. LEAN MANUFACTURING
8. SALES
9. INVESTMENT BANKING
10. VENTURE CAPITAL
6. YOGA
7. INTERVIEWS
8. STRATEGY
9. FREE TRADE AGREEMENTS
10. TECHNICAL COMMUNICATION
Q1 2017

2. 02 • Content Insights Quarterly
In the first quarter, C-level executives engaged more often than the typical LinkedIn
user with article topics that dealt with finance on either a personal or business level.
In fact, five of the top 10 article topics engaged with by CXOs
on the LinkedIn platform involved finances in some fashion:
• No. 1 Joint Ventures
• No. 3 IPO
• No. 4 Inheritance Tax Planning
• No. 6 Hard Money Loans
• No. 7 Venture Capital
AUDIENCE OF THE QUARTER: TOP TOPICS THAT ENGAGE CXOS
AUDIENCE OF THE QUARTER: TOP ARTICLES THAT ENGAGE CXOS
TOPIC OF THE QUARTER: AD VIEWABILITY
The top articles on LinkedIn that C-level executives find engaging
tend to cover business growth and personal growth—or the
intersection of both. For instance, one of the most engaging articles for
CXOs in the first quarter was “The Human Side of Responsible Growth.”
Half of the articles in the top 10 explored how to achieve personal
or business growth with articles that include “The Human Side of
Responsible Growth” and “18 Rookie Errors Founders Make Pitching
to VCs”.
1. JOINT VENTURES
2. TELEHEALTH
3. IPO
4. INHERITANCE TAX PLANNING
5. MANAGED HOSTING
1. 4 signs that your business needs financing—Ami Albernaz
2. The Scoop on New Workplace Fads—Travelers
3. The Human Side of Responsible Growth—The Atlantic
4. How much do I need to retire?—Fidelity
5. Are You Sabotaging Your Career by Being Perceived
as a Doer and Not a Leader?—Darleen Ghirardi
6. 16 Rookie Errors Founders Make Pitching to VC—
And Passing the “20 Minute” Test—Jason M. Lemkin
7. Why do hospitals lose so much money on employed
physicians?—Greg Mertz
8. Adding Our Voice to the Indexing Dialogue—Tim Armour
9. The Social Selling ebook | PayPal—PayPal
10. Why Big Companies Should Invest in Startups—Lando Barbagli
1. Kellogg Finds Viewability Matters, Likeability Even More
—Jack Neff
2. Nielsen Catalina Solutions and Moat Help Marketers Study How
Viewability and Attention Metrics Relate To Offline Sales—Yahoo!
3. Rubicon Project and Integral Ad Science partner to create video
viewability scores—Mumbrella
4. Marketers Want to Start Measuring Emoji Viewability
—Lauren Johnson
5. Ad Trade Groups Push for Standardized Mobile
Viewability Metrics—WSJ
6. HARD MONEY LOANS
7. VENTURE CAPITAL
8. BUSINESS PLANNING
9. GEMS
10. HARM REDUCTION
*Top Topics: These are the topics that have the most engagement on the LinkedIn platform; engagement is defined as any of the following actions: click, like, share, comment.
**Top Growth Topics are the tagged content topics that have shown the largest increase in quarter over quarter engagement.
***Top Articles are ranked by total number of engagements (click, like, share, comment) with that article in the quarter.
In the marketing and advertising sector, viewability is one of the hottest
topics. It’s an issue that needs to be resolved so that advertisers only
pay for ads that their audiences have actually seen. The articles receiving
the most engagement ran the gamut on the viewability issue, from
measurement to news to a bit of argumentative posting.
To take full advantage of the content
marketing possibilities offered by the
LinkedIn platform, download the
LinkedIn Content Marketing
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L I N K E D I N C O N T E N T M A R K E T I N G
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