According to the 2014 Trends and Benchmarks Report from the Content Marketing Institute, more than 90 percent of B2C marketers use content marketing — more than 70 percent of whom use LinkedIn to distribute content. With more than 300 million members around the world, the network has become the place to connect with professionals who are also consumers.
LinkedIn surveyed some of its members to find out how receptive the community of professional consumers are to content marketing. The results point to a unique audience, who trust their peers and have more buying power than other social networks.
According to the report, more than 90 percent of LinkedIn members make household decisions. These decision makers tend to be brand-loyal and are willing to pay more for “high-quality items.” In fact, when it comes to the benefits-price-quality equation, those surveyed indicated that quality and benefits trumped price.
LinkedIn members are also an aspirational bunch, heavily influenced by their professional networks. Large purchasing decisions are driven by personal success and often based on content shared by trusted peers. Indeed, LinkedIn is seen by its members as a platform that connects them with content both innovative and worthy of their time.
In fact, 25 percent of those surveyed said they seek out product information for personal purchases from their LinkedIn networks, according to the report. More than half indicated that they trusted information about consumer products more and nearly 60 percent said they’d be more interested a product if it was shared by someone in their network.
All of this adds up to LinkedIn being in the unique position to connect brands with consumers with purchasing power, in a trusted environment.