With over 590 million users and two professionals joining LinkedIn every second, the platform has become a favorite for business people worldwide. In fact, the professional networking site has been touted as, “the virtual water cooler of the global business world.” A whopping 2 million posts, articles, and videos are published on LinkedIn each day, with 91% of executives rating LinkedIn as their choice for professionally relevant content.
LinkedIn’s recent Water Cooler Report shares the 10 most popular articles that LinkedIn members engaged with throughout the month of December 2018. Knowing the subjects that LinkedIn users most enjoyed will help marketers to better understand their audiences, and therefore be able to create content that will be valuable to them. This article will explore the main takeaways from the Water Cooler Report, and provide insight on the topics that have emerged as most pertinent to LinkedIn members.
- LinkedIn users enjoy articles that focus on employees: Articles centering on creating a positive work environment for employees are a common thread throughout the Water Cooler Report. It’s clear that company culture is a main concern for professionals, and articles such as Be the Spark by Diane Fennig, Your Most Important Assets Aren’t Your Clients; It’s Your Employees by Brigette Hyacinth, and Happy Employees Are More Productive. As Simple as That! Agree? by Oleg Vishnepolsky prove this. These pieces offer insight into how to best treat and motivate your employees so that they can be as happy and as effective as possible within their roles. According to Diane Fennig, employees will value, “a sincere thank you and an appreciation and acknowledgment of good work. Gifts need not to be attached.” Marketers should capitalize on this thirst for content that pertains to employee relations, and create some of their own.
Source: Design Wizard
- LinkedIn users enjoy articles that offer leadership tips: 45% of LinkedIn users are in upper management, which means there are a large amount of business leaders on the platform. Naturally, these professionals are interested in articles that can help improve their leadership techniques. Articles such as Leading from Hurt Versus Leading from Heart by Brene Brown and When People Ask You How You Are, Stop Saying ‘Busy’ by Robert Glazer offer advice on how to manage your organization proficiently. The Water Cooler Report’s articles offer tips such as, “Effective leaders record, manage and consolidate their time,” and, “As daring leaders, we have to stay curious about our own blind spots and how to pull those issues into view, and we need to commit to helping the people we serve find their blind spots in a way that’s safe and supportive.” Creating content that is tailored to LinkedIn’s leaders will be useful to and appreciated by the user base.
Source: Design Wizard
- LinkedIn users enjoy articles that offer advice from renowned businesspeople: LinkedIn’s professional user base clearly like reading articles written by or related to famous leaders such as Bill Gates and Warren Buffet. 5 Books I Loved in 2018 and What I Learned at Work This Year by Bill Gates found their way onto the Water Cooler Report, along with Warren Buffet Says You Should Hire People With These 3 Traits, but Only 1 Will Point to a Truly Successful Employee By Marcel Schwantes. It’s understandable that the insight of globally successful business people would attract the interest of those hoping to follow in their footsteps. As a marketer, publish content which focuses on famous thought leaders that will serve to both inform and inspire.
Source: Design Wizard
- LinkedIn users want to stay updated on industry news, stats and other developments: Knowledge is power, and this is especially true when it comes to the business world. LinkedIn users want to keep their fingers on the pulse of their industry, so reading about recent occurrences and breaking revelations is vital. This is reflected within the Water Cooler Report, with articles like “Black Woman Named Deputy Director of NASA’s Johnson Space Center, Making History” by Teddy Grant and “The World’s Most Successful People Don’t Actually Start Work at 4 a.m. They Wake and Work Whenever the (Heck) They Decide” By Jeff Haden, Inc making the list. Publishing important news stories and making use of recent study findings is a great way for your content to capture the attention of professionals on LinkedIn and beyond.
Source: Design Wizard
- LinkedIn users enjoy short articles: The top five articles within the Water Cooler Report are each less than 500 words, with the number one article Be the Spark being under 200 words. These viral articles (Be the Spark has 63,375 likes) show that even a few words can pack a big punch— when it’s written correctly. After all, businesspeople lead busy lives and may not always have the time or the desire to read through long pages of text. Pieces that are short and sweet can be dissected easily and quickly by businesspeople, perhaps when they’re on the train to work or waiting in line to order their morning cup of coffee. Marketers should take this knowledge and create short articles as well as long articles. Shorter content can be written faster, so sharing bite-sized articles at least once every other day should be your goal.
Source: Pikwizard
Analyzing LinkedIn’s Water Cooler Report will allow marketers to make the most informed decisions about their content. Knowing what kinds of articles user’s value most will allow you to create a potent and proactive marketing strategy. The above insights will start you off on the right foot, and for even more assistance with your content marketing needs, contact The Content Factory today!
Author’s Bio: Ellan Dineen is the Marketing Associate at Design Wizard. When she’s not hard at work in the Marketing Department, Ellan can be found en route to foreign lands with a book in her hand and a podcast in her ear. With a Master’s in English and Diploma in Social Media Marketing, she knows the importance of staying up-to-date with the industry’s latest trends and insights and is keen to pass these tips on to her readers.
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