How to use data and insights to understand your audience and measure the impact of your content marketing

1. Using Data And Insights To Power Your Brand Strategy
Ben Russell, Insights Analyst, LinkedIn Marketing Solutions

2. 93%of Australian Marketers are
using content marketing
Source: Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA

3. 84%leverage social media to
distribute their content
Source: Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA

4. 52%have a documented content
marketing strategy
Source: Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA

5. 41%struggle to produce content
that engages their audience
Source: Content Marketing in Australia 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA

6. know your audience +
measure your influence
Using LinkedIn Insights to
when publishing content

7. Whatmakesthemtick?

8. The key ingredient to a
better content experience is
relevance

9. and context
matters

10. Leadership
iPad
Cloud Computing
Employee Engagement
Web Marketing
Self Esteem
Advertising
Real Estate
Entrepreneurship
John Stewart
Pauly D Kim Kardashian
Lisa Lopes
Michael Jackson
Tim Lincenum
Jwoww
Katy Perry
UEFA Champions League
Apple Inc.
#OneOfMyFavoriteMoviesIs
#iHeart1D
#ASKPARACHUTE
#MQBMarjorieVOTA
#mcm
Zimmerman
Panthers
Context is Queen
Source: Trending in the US (December, 2013)

11. we share
insights

12. Measure
your influence

13. inward focused
measurement ignores
macro-level perspective

14. Reach
Frequenc
y
Engagemen
t
How do I achieve ‘best in class’ influence?