LinkedIn surveyed 2,700 members and asked them questions about content consumption. What they discovered is that on average, their members spend 1 full workday (or more accurately, 8 hours over the course of a week) consuming professionally relevant content.
As a percentage of all the content they consume, 41% is work-related, 30% is news and only 29% is entertainment based. What’s even more interesting is that 65% said they were consuming more professional content than ever before.
If you’re in the business-to-business business, are you posting content on LinkedIn? I think it’s one of the most underused social networking platforms so you might be missing out.
If you haven’t tried it yet, here are a few points to think about:
Most LinkedIn pros are interested in industry news. They want to feel like they’re on top of what’s happening now and they like knowing about what’s coming from down the road. To a lesser extent, they’re looking for content that will help them build relationships with clients and colleagues or spark conversation. For example, name dropping: “I was just reading an article by Mr. Big who said he thought XYZ was better than ABC.” Makes you sound smart and up-to-date. Or off-the-wall pieces; “I saw this video where a guy used a product like ours to build a rocketship to the moon! Crazy.” Talk about a conversation starter!
Less than half of the content consumers said they were interested in improving a current job skill – surprised that’s not higher.
Why should YOU post content? Because it raises your visibility in your industry. It sets you up as an authority or thought leader in your industry and it’s just plain old good for branding! As a bonus, you not only make an impression on the initial reader, but you’re likely to make an impression on that person’s tribe as well.
According to LinkedIn’s “2014 Professional Content Consumption Report,” 44% of content readers will share the content with added commentary. That’s excellent because the piece has more punch when there’s a personal note attached to the content. 53% of people are simply hitting the common “like” button. Only 38% bother to copy the content to an email and even fewer will share using LinkedIn internal sharing. 9% share in other ways like carrier pigeon and smoke signals.
Taken all together, there’s a whole lot of sharin’ going on.
One final note. Remember that “content” doesn’t always meet a blog post or whitepaper. Content can be video, slideshows, presentations, infographics, etc. Tell your story your way and tell it on LinkedIn.