One of the insightful things that has been said to me recently came from an independent consultant working at a major FMCG client. He said: “The problem here is that we have some people who are world-class at marketing to the masses, but they haven’t got a clue about how to speak to a customer.”
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.
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:
- How marketers can get a grip on content marketing in 2014
- Marketing predictions 2014: Targeted and more effective content marketing
- Australian marketers ramp up content marketing spend despite effectiveness issue
- 7 CMOs share their content marketing dos and don’ts
- L’Oreal goes back to the future with content marketing agenda