LinkedIn seeks to provide measurement for content marketing effectiveness

Social media giant launches a new content marketing analytics tool to enable brands to benchmark their content marketing efforts against their industry peers

LinkedIn has introduced a new analytics tool to its content marketing offering which it claims will help brands to quantify and benchmark content posted on its site.

The new Content Marketing Score (CMS) is based on data-driven analytics and tallies up a content marketing score based on the number of unique members engaged with content, divided by the active target audience. Among those assets taken into account are sponsored updates, LinkedIn Groups, company pages, employee updates and influencer posts.

In a blog post, LinkedIn said brands will also get recommendations about how to improve their score based on different levers such as reach, frequency and engagement. The CMS can also be broken down by region, seniority, company size, job function and industry. The score will be updated on a monthly basis.

The company claims the tool will allow brands to see how they’re performing against their peers, as well as provide a much-need metric for understanding content’s role as a marketing tactic.

Content marketing is one of the hottest marketing strategies right now, yet many marketing leaders struggle to effectively measure the performance of their efforts. According to a recent survey undertaken by the Content Marketing Institute in partnership with ADMA, 96 per cent of Australian marketers are using content marketing today but only 29 per cent are happy with their effectiveness.

Alongside CMS, LinkedIn also introduce Trending Content, a service which ranks a range of topics popular with the brand’s target audience. The tool will also show which members are sharing the most content on particular subjects.

The new features are the latest step in LinkedIn’s aggressive effort to become the leading platform for brands to share content with their current and potential customers.

RELATED:LinkedIn opens up publishing to everyone

The two new tools are available immediately to brands with a dedicated account representative. CMS is available in any language, while the Trending Content feature is available in English only at this point.

More from CMO on content marketing:

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

How to keep your B2B marketing job for the next 5 years

B2B marketers are in the hot seat. As the customers’ buying journey shifts online, B2B marketers must exert influence and build trust with their prospects in a new way.

Collective Intelligence: The power of smarter, quicker team thinking

When we think about the bottom line in business, the immediate jump is fiscal performance. But if you're serious about future-proofing your business, then you need to be ready to think outside the box of traditional success measures.

Janine Garner

Founder and CEO, LBDGroup and author

Can the data-led creative please stand up?

The data land grab is full steam ahead. Media agencies, brands and tech players are all scrambling over one another to develop data and insights capabilities and to own the space.

Hmm ... another pondering example of VR technology's use for place-teleportation.http://www.virtualrealitytimes...

VirtualReality Times

Virtual reality provides platform to showcase Brisbane winter experiences

Read more

Hi Nadia, I think it will be interesting to see how this space evolves since, as you mentioned, more and more brands will be getting in o...

Lauren Jung

How to engage in influencer marketing: The controversy and the opportunity

Read more

Thanks for the feedback Lauren. The big question I have is whether consumers will continue to inherently trust in the blogger's commentar...

Nadia Cameron

How to engage in influencer marketing: The controversy and the opportunity

Read more

It's interesting when I see posts like this, where big companies are strategizing to position themselves for an effective content marketi...

Dan Ewah

Engineers Australia partners with Mahlab on content marketing strategy

Read more

Great read! Our online platform creates a marketplace for brands to connect with influencers and our integrated Federal Trade Commission ...

weconnect

How to engage in influencer marketing: The controversy and the opportunity

Read more

Sign in