by By Julie Lyons
LinkedIn recently introduced two new resources to assist businesses in their content marketing efforts: Content Marketing Score and Trending Content. One tool will help you measure your company’s success and the other will give you insight into what successful content looks like, giving you much more context into being successful on LinkedIn than was previously available on the platform.
LinkedIn’s announcement states: “The Content Marketing Institute recently surveyed B2B marketers and found that while 93% use content marketing, only 42% consider themselves effective at it.” As a result of this study, LinkedIn endeavored to create a tool to let businesses know just how effective they really are at content marketing.
LinkedIn describes “Content Marketing Score” as: “It measures member engagement with your Sponsored Updates, Company Pages, LinkedIn Groups, employee updates, and Influencer posts (if applicable). It then gives you a single score, ranked against your competitive set. You will also get recommendations about how to improve your score based on different levers you can pull to give you more reach, frequency and engagement. You can filter your score by region, seniority, company size, job function, and industry.”
By tracking performance on a monthly basis, you receive a snapshot on how well you are engaging with your audience over time. With this knowledge, you’ll be empowered to upgrade your strategy to optimize engagement within your target.
Trending Content is a ranking of topics that resonate with LinkedIn members. Whatever the topic, you can see which topics matter to your target audience, and which members are engaging with the most content on any given subject.
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