To download the full report, visit business.linkedin.com/marketing-solutions.

56% of Content Revolutionaries find it necessary for professional success.

61% find it easier to access professionally relevant content.

80%

73%

63%

39%

57%

42%

90% 52% 50%

25% 23% 25%

0 20 40 60 80 100

0 20 40 60 80 100

0 20 40 60 80 100

0 20 40 60 80 100

68% 42%70%

0

10

20

30

40

50

60

47%

40%

60%

34%

11%8%

0 20 40 60 80 100

42% 28% 30%Professionally Relevant Content News Entertainment

0 20 40 60 80 100

0 20 40 60 80 100

Content Revolutionaries depend on professional content, which explains its rise

Percentage of total time spent consuming various content, across all platforms, weekly

Mobile traffic is calculated as a

percentage of LinkedIn member-only

unique visitors; calculated using Q4

average for each year.

Content must be mobile-friendly.In Q4 2013, on average, 41% of unique visiting members came through mobile apps, versus just 21% midway through 2012.

Content Revolutionaries are more likely to share professional content that builds their professional brands, strengthens their professional networks, or helps them sell to their networks.

Building a professional brand

Professional content consumption is dramatically rising—especially on LinkedIn, where over 1.5 million publishers actively use the LinkedIn Share button on their sites to send content into the LinkedIn platform. The LinkedIn members on the forefront of this revolution are leading the way by consuming and sharing professional content in record amounts. These “Content Revolutionaries,” are the audience you want to tailor your content for. We conducted a survey of 480 LinkedIn members in Australia who actively share and consume content that reveals why and how they are consuming professional content on LinkedIn, as well as how you as a marketer can tap into their behaviors. Take a look at these highlights from the 2014 Professional Content Consumption Report.

Professionals Demand Content at Their Fingertips

The Multi-Benefits of Consuming Content on LinkedIn

CONTENT CONSUMPTION AND CONNECTION

Enhances Member’s Professional Reputation

Increases Member Visibility

Positions Member as Thought Leader

When creating quality content, marketers should ask themselves:

Conversation is fueled by sharing. Marketers need to create content that sparks discussion.

Sharing with Commentary

Sharing without Commentary

Using the “Like” Button

Copying to Email

Share/Using LI Mail

Other

Sharing methods

Content Revolutionaries’ sources for professional content

2003

0%

10%

20%

30%

40%

50%

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Q1 2014

2%

43%

Mobile Traffic on LinkedIn

ENHANCES

KNOWLEDGE

STRENGTHENS

NETWORKS

BOOSTS

PERSONAS

Discover new ideas within industry

Keep up with industry news Build relationships with colleagues/clients

Improve current job skills

Marketers must meet Content Revolutionaries’ 3 key needs

TOP BENEFITS OF CONSUMING PROFESSIONAL CONTENT ON LINKEDIN

CONTENT REVOLUTIONARIES SHARE TO BUILD THEIR PROFESSIONAL BRANDS

6 Insider Tips for Connecting with Content RevolutionariesThrough this research, LinkedIn has developed a 6-step checklist for giving your professional content the best chance of connecting.

8Content Revolutionaries spend 1 workday (totaling 8 hours

per week) consuming professionally relevant content.

The Professional Content Revolution is on the Rise

hours per week

How LinkedIn’s Content Revolutionaries Consume and Share Professional Content

Build professional reputation

Spark conversations

Does it present new knowledge or assist in decision-making?

Will it spark conversation?

Would sharing it benefit their professional network?

Is it formatted for mobile/tablet

consumption?

Does it feed their desire for professional

accomplishment?

Would sharing it enhance their

professional brand?

1 2 3

56

4

Among Content Revolutionaries who had increased the amount of time they spent consuming professional content over the past year.

Total percentage who selected it as their primary or secondary preferred method; total = 200%

Online News Sites

Online Trade/ Industry Sites