Five reasons content marketing is key for a professional audience

Matthew Carlton

In 2012, LinkedIn published The Mindset Divide a study that explored how our twin mindsets use different social platforms for different purposes and how marketers need to vary their approach depending on whether they are targeting consumers in a personal or professional environment.

At Advertising Week Europe, with content marketing an increasingly important topic, LinkedIn revisited how the 'mindset divide' influences how professionals engage with content, noticing a transformation in the role social media plays in delivery.

Margaret Hung, VP International at Millward Brown Digital, opened proceedings by explaining the depth of the study – with 1,000 professionals in the UK interviewed about the content they believe to be professionally valuable, and an examination of the online behaviour of over 300,000 UK consumers on digital networks over a three month period.