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

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Change across the board: Why boards need to digitally evolve

Traditionally the non-executive board of a company acts in an advisory capacity - attending monthly board meetings to offer overarching advice and guidance typically focusing on:

Jodie Sangster

CEO, ADMA

The most desirable customers you’ve overlooked

“What will really move the needle?” This is a question that keeps leaders awake at night. And at the intersection of some of their top priorities – finding pockets of growth, redefining the customer experience, and making an emotional impact – lies a latent market: Their diverse customers.

Really inspiring !

Goldenboy Media

Jaywing sets sights on Australian growth with digital and data-driven agency model

Read more

Being aware of regulations or guidlines is just the start. As our CEO Emma Lo Russo stated exactly two weeks ago at an event we supported...

Alan Smith

​Are the Wild West days of influencer collaboration over?

Read more

Rebranding is always nice solution to get better organisation. Businessman may apply certain special services (for example, https://www.l...

David Hill

CMO interview: Spearheading the global rebranding of OFX

Read more

Thank you so much for sharing this article.Top Digital Marketing company in Bangalore

Way To DM

Predictions: 17 digital marketing trends for 2017

Read more

Thanks for the great article Jodie, agree many boards and senior execs are operating in outdated modes, just as we need some reverse soci...

sharyn

Change across the board: Why boards need to digitally evolve - Data-driven marketing - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in