How LinkedIn\'s Content Revolutionaries Consume and Share Professional Content. \n\nProfessional content consumption is dramatically rising-especially on LinkedIn, where over 1.5 million publishers actively use the LinkedIn Share button on their sites to send content into the LinkedIn platform. The LinkedIn members on the forefront of this revolution are leading the way by consuming and sharing professional content in record amounts. These \"Content Revolutionaries,\" are the audience you want to tailor your content for. We conducted a survey of 457 LinkedIn members in Hong Kong and Singapore who actively share and consume content that reveals why and how they are consuming professional content on LinkedIn, as well as how you as a marketer can tap into their behaviors.
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How LinkedIn’s Content Revolutionaries
Consume and Share Professional Content
Professional content consumption is dramatically rising—especially on LinkedIn, where over 1.5 million
publishers actively use the LinkedIn Share button on their sites to send content into the LinkedIn platform.
The LinkedIn members on the forefront of this revolution are leading the way by consuming and sharing
professional content in record amounts. These “Content Revolutionaries,” are the audience you want to
tailor your content for. We conducted a survey of 457 LinkedIn members in Hong Kong and Singapore
who actively share and consume content that reveals why and how they are consuming professional
content on LinkedIn, as well as how you as a marketer can tap into their behaviors. Take a look at these
highlights from the 2014 Professional Content Consumption Report.
The Professional Content
Revolution is on the Rise
Content Revolutionaries spend
9 hours per week consuming
professionally relevant content.
Content Revolutionaries’ sources for professional content
Content Revolutionaries depend on professional content, which explains its rise
62% of Content Revolutionaries find
it necessary for professional success.
63% find it easier to access
professionally relevant content.
Among Content Revolutionaries who had increased the amount of time they spent consuming professional content over the past year.
Percentage of total time spent consuming various content, across all platforms, weekly
Professionally Relevant Content
Professionals Demand Content at Their Fingertips
Mobile Traffic on LinkedIn
Content must be mobile-friendly.
In Q4 2013, on average, 41% of
unique visiting members came
through mobile apps, versus just
21% midway through 2012.
Mobile traffic is calculated as a
percentage of LinkedIn member-only
unique visitors; calculated using Q4
average for each year.
The Multi-Benefits of Consuming Content on LinkedIn
Content Revolutionaries are more likely to share professional content that builds their professional brands, strengthens their
professional networks, or helps them sell to their networks.
Marketers must meet Content Revolutionaries’ 3 key needs
TOP BENEFITS OF CONSUMING PROFESSIONAL CONTENT ON LINKEDIN
Keep up with industry news
Build relationships with colleagues/clients
Build professional reputation
Discover new ideas within industry
Improve current job skills
fueled by sharing.
Marketers need to create
content that sparks
Using the “Like”
Total percentage who selected it as their primary or secondary preferred method; total = 200%
Building a professional brand
CONTENT REVOLUTIONARIES SHARE TO BUILD THEIR PROFESSIONAL BRANDS
as Thought Leader
6 Insider Tips for Connecting with Content Revolutionaries
Through this research, LinkedIn has developed a 6-step checklist for giving your professional content the best chance of connecting.
When creating quality content, marketers should ask themselves:
Does it present new
knowledge or assist
Will it spark
it benefit their
Is it formatted
Does it feed their
desire for professional
it enhance their
To download the full report, visit business.linkedin.com/marketing-solutions.