View the presentation that was given at FinanceConnect Sydney on Thursday May 1 by Valter Sciarrillo and Ben Russell. This presentation demonstrates how LinkedIn's content marketing tools; Content Marketing Score and Trending Content can be used by marketers to measure the effectiveness of their content to power a more effective brand strategy.

1. #inFC14
Ben Russell
Insights Analyst, LMS
LinkedIn
@eveningespresso
Valter Sciarrillo
Head of Measurement, LMS
LinkedIn
@vsciarrilo
Content Marketing to Power Your Brand
Strategy

2. Content is Our Core
6XMore engagement with
content vs. jobs
Brands
3.0M Company Pages
Sponsored + Organic Updates
SlideShare 2.1M Groups
Thought
Leaders
450+ Influencers
News 1.5MM Publishers
Peers
Connections
Employees
Groups
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3. Content Marketing Score:
A Score that quantifies and benchmarks the
influence your company has on LinkedIn
through your content marketing
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4. 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 are my employees??
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5. 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
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6. Your Content Marketing Score measures within your
target audience, WHO engages with your content
(Business Decision Makers)
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 750Active Target Audience
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7. Your Overall Content Marketing Score vs. Your Peers
518
0
100
200
300
400
500
600
700
800
900
CLIENT
CMSScore
Best in class
influence
Weaker content
influence
102of
Peers:
Blackrock
Microsoft
Dell
Cap Gemini
Oracle
Citi
Amex
Accenture
Salesforce
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8. Your Overall Content Marketing Score
By Target Audience
410
0
200
400
600
800
1,000
1,200
1,400
CLIENT
CMSScore
Best in class
influence
Weaker content
influence
105of
Peers:
WHO: Audience = Decision Makers
Blackrock
Microsoft
Dell
Cap Gemini
Oracle
Citi
Amex
Accenture
Salesforce
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9. 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
PercentofCMSScore
CLIENT
Best in Class
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10. 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
XX
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11. This is How You Compare Against Your Peers in Reach,
Frequency and Engagement
Client
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
Unique Users
Reached
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
Unique Engaged Rate
0
50
100
150
200
250
Status Updates per
Month
Peer Group Average Peer Group Leader
Reach Frequency Engagement
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12. A tool that informs you about content trends
and guides your content strategy
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13. Trending Content is intended to guide content marketing
strategy and execution for both the short and long term
Spiking Trend Long-Term Trending Topic
Popularity
Time Period
Catching trending topics Defining content strategy
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14. Trending Content
1 Who is sharing?
2 What is being shared?
3 Which topics is the
content related to?
Venture Capital
Entrepreneurship
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15. What are Financial Services Professionals in
Australia interested in consuming and sharing?
Employee
Engagement
Real-Estate
Rates
Financial
Advisory
Leadership
Most Shared Articles about Leadership
1. The Best Leaders Make Unforgettable First Impressions (Forbes)
2. Successful Organizations Need Leaders At All Levels (Forbes)
3. Traits of a Motivated Leader (LinkedIn Influencer)
4. Leadership: How to Get From Good to Great (Inc)
5. Six things that will demoralise staff (The Age)
Trending Topics (Last 30 Days)
LinkedIn Internal Data based on Member shares from 17/3-17/4#inFC14

16. Who should I target with Wealth Management
content?
 Index of Wealth Management as a % of Shares by Audience
Students
Sales Professionals
All Members
Business Travelers
Business Decision Makers
Ex-Patriates
Financial Advisors
Institutional Investors
LinkedIn Internal Data based on Member shares from 2/1 through 2/28#inFC14