#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

MaintainProfessional identity

Make useful contacts

Stay in touch

Search foropportunities

Keep up to datefor 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…

PROFESSIONALS ARE GLUTTONS FOR CONTENT

PROFESSIONAL CONTENT IS ABOUT KNOWLEDGE AND

IMPROVEMENT

SOCIAL MEDIA HAS TRANSFORMED PROFESSIONAL

CONTENT CONSUMPTION

MINDSET DICTATES TRUST AND 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 CONTENT AT HOME THAN AT 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 inthe public domain

Information about entrepreneurship and start-ups

News about companies relevant to an industry that is notdirectly 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 RELEVANT TO PROFESSIONAL INTERESTS

#mindsetdivide

SOCIAL MEDIA HAS TRANSFORMED

PROFESSIONAL CONTENT

SOCIAL MEDIA HAS ARRIVED AS A PROFESSIONAL

CONTENT PLATFORM

FREQUENCY OF ACCESSING PROFESSIONAL CONTENT 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 estateEntertainment / TV

news

Lifestyle, arts and leisure

Personal finance and investments

Education

Science

Home & garden / Do-it-Yourself (DIY)

Politics

TechnologyTravel 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 orfriend

Is authored / created by a well-respected journalistor 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 respectedpublication, 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

PROFESSIONAL CONTENT 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 SOCIAL PLATFORMS

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 YOU ARE REACHING

PROFESSIONALS ACROSS

MULTIPLE PLATFORMS

Remember that professional content is

mostly consumed out of the office and

often on mobile devices.

BE TIMELY –AND ANTICIPATE

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 YOUR AUDIENCE

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 COMMENTS AND

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

PROFESSIONAL CONTENT

Professional content can be broader than

you think.– investigate what your target

audience is currently reading and survey

them to understand their future interests.

Super Powers…

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 MembersContent Marketing Engagement

Members who engage with

your content

Like, share, comment, follow, click

Content Marketing Score

Unique Members Engaged= =x Multiplier 750

Active Target Audience

Your Overall Content Marketing Score vs. Your Peers

518

0

100

200

300

400

500

600

700

800

900

CLIENT

CM

S S

co

re

Best in class

influenceWeaker content

influence

102 of

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

CM

S S

co

re

Best in class

influenceWeaker content

influence

105 of

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

Pe

rce

nt

of

CM

S S

co

re

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 MarketingDMs

SMBs CXOs BDM FinancialServices

Stronger content

influenceWeaker 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

Popula

rity

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