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#mindsetdivide
THE MINDSET DIVIDE
SPOTLIGHT ON CONTENT
INTRODUCTION
In 2012 LinkedIn released The Mindset Divide, a groundbreaking
study that revealed the essential distinction between our personal
and professional selves.
In 2014, with content marketing now taking center stage, it is time
to look at how the mindset divide influences content engagement.
DIFFERENT MINDSETS MEAN DIFFERENT NEEDS
PERSONAL
NETWORKS
PROFESSIONAL
NETWORKS
Spend Time Invest Time
Socialize
Stay in touch
Be entertained
Kill time
Share content
Maintain
Professional identity
Make useful contacts
Stay in touch
Search for
opportunities
Keep up to date
for career
Business / company /
finance news
Technology
Local, national, world news
and current events
Education
Personal finance and investments
ONLINE TOPICS OF INTEREST AMONG PROFESSIONALS
PERSONAL
CONTENT
PROFESSIONAL
CONTENT
Spend Time Invest Time
Entertainment / TV
DIFFERENT MINDSETS ALSO MEAN DIFFERENT
CONTENT PRIORITIES
Food & Dining
Travel & holidays
Sports
Health and Fitness
#mindsetdivide
PROFESSIONALS & PROFESSIONAL
CONTENT
IF YOU REMEMBER NOTHING ELSE…
PROFESSIONALSARE GLUTTONS FOR CONTENT
PROFESSIONAL CONTENT ISABOUT KNOWLEDGEAND
IMPROVEMENT
SOCIAL MEDIAHAS TRANSFORMED PROFESSIONAL
CONTENT CONSUMPTION
MINDSET DICTATES TRUSTAND RESPONSE
PROFESSIONAL SHARING BOOSTS CONTENT’S VALUE
1
2
3
4
5
#mindsetdivide
PROFESSIONALS ARE GLUTTONS FOR
DIGITAL CONTENT
PROFESSIONALS INVEST MORE TIME CONSUMING
CONTENT AT HOME
AT HOME
76%
AT WORK
47%
DURING MY
DAILY COMMUTE
15%
WHILE TRAVELING
(E.G. PLANE, AIRPORT, TRAIN)
12%
AT SCHOOL
11%
PROFESSIONALS INVEST OVER 60% MORE TIME CONSUMING
PROFESSIONAL CONTENTAT HOME THANAT WORK
#mindsetdivide
PROFESSIONAL CONTENT IS ABOUT
KNOWLEDGE AND IMPROVEMENT
PROFESSIONAL CONTENT IS ABOUT KNOWLEDGE
17%
15%
19%
24%
24%
30%
44%
50%
51%
56%
None of the above
Articles and/or opinion pieces by well-known personalities in
the public domain
Information about entrepreneurship and start-ups
News about companies relevant to an industry that is not
directly related to yours, but that you are interested in
Information about experiences or products you aspire to have
Articles and/or opinion pieces by experts in your industry
Job opportunities in my industry
News about companies / trends in industry
Professional development / leadership & productivity
Current events / financial news
CONTENT CONSIDERED RELEVANTTO PROFESSIONALINTERESTS
#mindsetdivide
SOCIAL MEDIA HAS TRANSFORMED
PROFESSIONAL CONTENT
SOCIAL MEDIA HAS ARRIVED AS A PROFESSIONAL
CONTENT PLATFORM
FREQUENCY OFACCESSING PROFESSIONALCONTENT BY MEDIUM
6%
12%
6%
20%
30%
27%
54%
19%
29%
30%
33%
30%
35%
31%
8%
8%
17%
7%
6%
8%
4%
33%
49%
53%
60%
67%
70%
89%
Online podcasts
Print newspapers
Print magazines
Radio
Social media sites / apps
TV programming / news
Online websites / e-mail
Once a day or more often 1-6 days a week 1-3 times a month
#mindsetdivide
MINDSET DICTATES TRUST AND RESPONSE
Local, national and/or
world news and
current events
Business / company /
finance newsSports
Real estate
Entertainment / TV
news
Lifestyle, arts and
leisure
Personal finance and
investments
Education
Science
Home & garden / Do-
it-Yourself (DIY)
Politics
Technology
Travel and holidays
Fashion / beauty
Celebrity gossip
Health & fitness
Food & dining
PROFESSIONAL CONTENT IS AMONG THE MOST
TRUSTED CONTENT ONLINE
TRUSTED CONTENT MATRIX
MORE
TRUSTED
LESS
TRUSTED
MORE
TRUSTED
LESS
TRUSTED
PROFESSIONALPERSONAL
QUALITY AND REPUTATION OF SOURCE
DETERMINE TRUST
FACTORS IMPORTANT IN DETERMINING TRUSTED CONTENT
12%
16%
21%
29%
30%
43%
44%
49%
56%
Has been read by many people
Has been “liked” or shared by many people
Is shared or recommended by a family member or
friend
Is authored / created by a well-respected journalist
or personality
Is sponsored by a company or brand I trust
Is well-written
Can be easily applied to your everyday life
Is delivered through a well-known and respected
publication, news / radio channel or website
Includes facts / figures that are properly cited
#mindsetdivide
PROFESSIONAL SHARING BOOSTS
CONTENT’S VALUE
PROFESSIONALS SHARE PROFESSIONAL
CONTENT THROUGH SOCIAL NETWORKS
SHARING OF ONLINE
CONTENT BY
PROFESSIONALS
METHODS OF SHARING
PROFESSIONALCONTENT SHARING THROUGH
A SOCIAL NETWORK
VIA WEBSITE OR POSTING
TO SOCIAL MEDIA SERVICE
E-MAILING LINKS
THROUGH YOUR OWN
PERSONAL E-MAIL
ACCOUNT
E-MAILING LINKS
THROUGH THE WEBSITE
WHERE YOU FOUND
THE CONTENT
PRINTING THE ARTICLE
TO SHARE
OTHER
70%
ANY
CONTENT
61%
PROFESSIONAL
CONTENT
64%
53%
42%
26%4%
#mindsetdivide
SO WHAT DOES THIS MEAN FOR MY
MARKETING?
WHAT DOES THIS MEAN FOR MY MARKETING?
CONTENT IS
KING
It’s at the heart of professionals’
online experience, is accessed by
them habitually throughout the day
and is shared to establish knowledge
and expertise.
ENSURE YOUR CONTENT
GETS HEARD
Delivering content to journalistic
standards on LinkedIn is the best
way to ensure it gets the attention it
deserves.
USE DIFFERENT SOCIALPLATFORMS
FOR DIFFERENT ROLES
Build credibility and social
validation on LinkedIn. Then
integrate with other social
networks to spread the word
faster.
WHAT DOES THIS MEAN FOR MY MARKETING?
ENSURE YOUARE REACHING
PROFESSIONALSACROSS
MULTIPLE PLATFORMS
Remember that professional content
is mostly consumed out of the office
and often on mobile devices.
BE TIMELY –ANDANTICIPATE
ISSUES THAT MATTER
A unique point of view or
interpretation in a timely manner is
the driving force.
WHAT DOES THIS MEAN FOR MY MARKETING?
ENCOURAGE YOURAUDIENCE
TO GO DEEPER
Empower the urge to explore content
themes in depth with links back to
related pieces on your website or
company page.
INVITE COMMENTSAND
INVITE SHARES
Credibility hits the next level when
your content is shared on social
media. Encourage comments on
LinkedIn and it grows even faster.
CONSIDER DIFFERENT TYPES OF
PROFESSIONALCONTENT
Professional content can be broader
than you think.– investigate what
your target audience is currently
reading and survey them to
understand their future interests.
Content Marketing Score:
A Score that quantifies and benchmarks the
influence your company has on LinkedIn
through your content marketing
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??
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
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
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
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 = Business Decision Makers
Blackrock
Microsoft
Dell
Cap Gemini
Oracle
Citi
Amex
Accenture
Salesforce
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
Audiences Engaging With Your Content
0
500
1,000
1,500
2,000
2,500
3,000
High-tech ITDMs SMB CXOs Marketing
DMs
SMBs CXOs BDM Financial
Services
Stronger content
influence
Weaker content
influence
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
A tool that informs you about content trends
and guides your content strategy
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
Trending Content
1 Who is sharing?
2 What is being shared?
3 What topics is the share
related to?
Venture Capital
Entrepreneurship
Leverage these insights
to guide your content strategy
What should I publish?
Who should I target
with my content?
LinkedIn Business Decision Makers
are talking about a diverse set of topics
LinkedIn Internal Data based on Member shares from 2/1 through 2/28
mobile devices
cloud computing
advertising
entrepreneurship
leadership
Top Trending Topics
(March 2014)
How to Get Your Employees
to Think Strategically
inc.com
The 7 P’s To Start Your Business
linkedin.com
Hair-Raising Subway Ad Blows Away
the Competition
mashable.com
Cloud boom is on for real,
researcher says
gigaom.com
Apple sells more computers than
all Windows PCs
qz.com
Example Article
Leverage these insights
to guide your content strategy
What should I publish?
Who should I target
with my content?
Leadership content can also be used
beyond Business Decision Makers
 Index of Leadership Content as a % of Shares by Audience
100
103
110
120
IT/ENG Function
High-Tech Industry
SBO [1-200]
Individual Contributors
All Members
Business Decision Makers
Financial Services Industry
Sales Function
LinkedIn Internal Data based on Member shares from 2/1 through 2/28
For more LinkedIn research and resources,
visit the “Tips & Insights” tab on our website:
 marketing.linkedin.com

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New Content Marketing Research and Resources [Webinar]

  • 2. INTRODUCTION In 2012 LinkedIn released The Mindset Divide, a groundbreaking study that revealed the essential distinction between our personal and professional selves. In 2014, with content marketing now taking center stage, it is time to look at how the mindset divide influences content engagement.
  • 3. DIFFERENT MINDSETS MEAN DIFFERENT NEEDS PERSONAL NETWORKS PROFESSIONAL NETWORKS Spend Time Invest Time Socialize Stay in touch Be entertained Kill time Share content Maintain Professional identity Make useful contacts Stay in touch Search for opportunities Keep up to date for career
  • 4. Business / company / finance news Technology Local, national, world news and current events Education Personal finance and investments ONLINE TOPICS OF INTEREST AMONG PROFESSIONALS PERSONAL CONTENT PROFESSIONAL CONTENT Spend Time Invest Time Entertainment / TV DIFFERENT MINDSETS ALSO MEAN DIFFERENT CONTENT PRIORITIES Food & Dining Travel & holidays Sports Health and Fitness
  • 6. IF YOU REMEMBER NOTHING ELSE… PROFESSIONALSARE GLUTTONS FOR CONTENT PROFESSIONAL CONTENT ISABOUT KNOWLEDGEAND IMPROVEMENT SOCIAL MEDIAHAS TRANSFORMED PROFESSIONAL CONTENT CONSUMPTION MINDSET DICTATES TRUSTAND RESPONSE PROFESSIONAL SHARING BOOSTS CONTENT’S VALUE 1 2 3 4 5
  • 8. PROFESSIONALS INVEST MORE TIME CONSUMING CONTENT AT HOME AT HOME 76% AT WORK 47% DURING MY DAILY COMMUTE 15% WHILE TRAVELING (E.G. PLANE, AIRPORT, TRAIN) 12% AT SCHOOL 11% PROFESSIONALS INVEST OVER 60% MORE TIME CONSUMING PROFESSIONAL CONTENTAT HOME THANAT WORK
  • 9. #mindsetdivide PROFESSIONAL CONTENT IS ABOUT KNOWLEDGE AND IMPROVEMENT
  • 10. PROFESSIONAL CONTENT IS ABOUT KNOWLEDGE 17% 15% 19% 24% 24% 30% 44% 50% 51% 56% None of the above Articles and/or opinion pieces by well-known personalities in the public domain Information about entrepreneurship and start-ups News about companies relevant to an industry that is not directly related to yours, but that you are interested in Information about experiences or products you aspire to have Articles and/or opinion pieces by experts in your industry Job opportunities in my industry News about companies / trends in industry Professional development / leadership & productivity Current events / financial news CONTENT CONSIDERED RELEVANTTO PROFESSIONALINTERESTS
  • 11. #mindsetdivide SOCIAL MEDIA HAS TRANSFORMED PROFESSIONAL CONTENT
  • 12. SOCIAL MEDIA HAS ARRIVED AS A PROFESSIONAL CONTENT PLATFORM FREQUENCY OFACCESSING PROFESSIONALCONTENT BY MEDIUM 6% 12% 6% 20% 30% 27% 54% 19% 29% 30% 33% 30% 35% 31% 8% 8% 17% 7% 6% 8% 4% 33% 49% 53% 60% 67% 70% 89% Online podcasts Print newspapers Print magazines Radio Social media sites / apps TV programming / news Online websites / e-mail Once a day or more often 1-6 days a week 1-3 times a month
  • 14. Local, national and/or world news and current events Business / company / finance newsSports Real estate Entertainment / TV news Lifestyle, arts and leisure Personal finance and investments Education Science Home & garden / Do- it-Yourself (DIY) Politics Technology Travel and holidays Fashion / beauty Celebrity gossip Health & fitness Food & dining PROFESSIONAL CONTENT IS AMONG THE MOST TRUSTED CONTENT ONLINE TRUSTED CONTENT MATRIX MORE TRUSTED LESS TRUSTED MORE TRUSTED LESS TRUSTED PROFESSIONALPERSONAL
  • 15. QUALITY AND REPUTATION OF SOURCE DETERMINE TRUST FACTORS IMPORTANT IN DETERMINING TRUSTED CONTENT 12% 16% 21% 29% 30% 43% 44% 49% 56% Has been read by many people Has been “liked” or shared by many people Is shared or recommended by a family member or friend Is authored / created by a well-respected journalist or personality Is sponsored by a company or brand I trust Is well-written Can be easily applied to your everyday life Is delivered through a well-known and respected publication, news / radio channel or website Includes facts / figures that are properly cited
  • 17. PROFESSIONALS SHARE PROFESSIONAL CONTENT THROUGH SOCIAL NETWORKS SHARING OF ONLINE CONTENT BY PROFESSIONALS METHODS OF SHARING PROFESSIONALCONTENT SHARING THROUGH A SOCIAL NETWORK VIA WEBSITE OR POSTING TO SOCIAL MEDIA SERVICE E-MAILING LINKS THROUGH YOUR OWN PERSONAL E-MAIL ACCOUNT E-MAILING LINKS THROUGH THE WEBSITE WHERE YOU FOUND THE CONTENT PRINTING THE ARTICLE TO SHARE OTHER 70% ANY CONTENT 61% PROFESSIONAL CONTENT 64% 53% 42% 26%4%
  • 18. #mindsetdivide SO WHAT DOES THIS MEAN FOR MY MARKETING?
  • 19. WHAT DOES THIS MEAN FOR MY MARKETING? CONTENT IS KING It’s at the heart of professionals’ online experience, is accessed by them habitually throughout the day and is shared to establish knowledge and expertise. ENSURE YOUR CONTENT GETS HEARD Delivering content to journalistic standards on LinkedIn is the best way to ensure it gets the attention it deserves. USE DIFFERENT SOCIALPLATFORMS FOR DIFFERENT ROLES Build credibility and social validation on LinkedIn. Then integrate with other social networks to spread the word faster.
  • 20. WHAT DOES THIS MEAN FOR MY MARKETING? ENSURE YOUARE REACHING PROFESSIONALSACROSS MULTIPLE PLATFORMS Remember that professional content is mostly consumed out of the office and often on mobile devices. BE TIMELY –ANDANTICIPATE ISSUES THAT MATTER A unique point of view or interpretation in a timely manner is the driving force.
  • 21. WHAT DOES THIS MEAN FOR MY MARKETING? ENCOURAGE YOURAUDIENCE TO GO DEEPER Empower the urge to explore content themes in depth with links back to related pieces on your website or company page. INVITE COMMENTSAND INVITE SHARES Credibility hits the next level when your content is shared on social media. Encourage comments on LinkedIn and it grows even faster. CONSIDER DIFFERENT TYPES OF PROFESSIONALCONTENT Professional content can be broader than you think.– investigate what your target audience is currently reading and survey them to understand their future interests.
  • 22. Content Marketing Score: A Score that quantifies and benchmarks the influence your company has on LinkedIn through your content marketing
  • 23. 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??
  • 24. 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
  • 25. 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
  • 26. 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
  • 27. 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 = Business Decision Makers Blackrock Microsoft Dell Cap Gemini Oracle Citi Amex Accenture Salesforce
  • 28. 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
  • 29. Audiences Engaging With Your Content 0 500 1,000 1,500 2,000 2,500 3,000 High-tech ITDMs SMB CXOs Marketing DMs SMBs CXOs BDM Financial Services Stronger content influence Weaker content influence
  • 30. 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
  • 31. A tool that informs you about content trends and guides your content strategy
  • 32. 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
  • 33. Trending Content 1 Who is sharing? 2 What is being shared? 3 What topics is the share related to? Venture Capital Entrepreneurship
  • 34. Leverage these insights to guide your content strategy What should I publish? Who should I target with my content?
  • 35. LinkedIn Business Decision Makers are talking about a diverse set of topics LinkedIn Internal Data based on Member shares from 2/1 through 2/28 mobile devices cloud computing advertising entrepreneurship leadership Top Trending Topics (March 2014) How to Get Your Employees to Think Strategically inc.com The 7 P’s To Start Your Business linkedin.com Hair-Raising Subway Ad Blows Away the Competition mashable.com Cloud boom is on for real, researcher says gigaom.com Apple sells more computers than all Windows PCs qz.com Example Article
  • 36. Leverage these insights to guide your content strategy What should I publish? Who should I target with my content?
  • 37. Leadership content can also be used beyond Business Decision Makers  Index of Leadership Content as a % of Shares by Audience 100 103 110 120 IT/ENG Function High-Tech Industry SBO [1-200] Individual Contributors All Members Business Decision Makers Financial Services Industry Sales Function LinkedIn Internal Data based on Member shares from 2/1 through 2/28
  • 38. For more LinkedIn research and resources, visit the “Tips & Insights” tab on our website:  marketing.linkedin.com