In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?
CPA Australia has topped a list of the 10 most influential Australian brands on LinkedIn for content marketing.
According to the social media platform’s latest content marketing list, the accounting services group pipped high-profile bank brands ANZ and Commonwealth Bank, along with Telstra and Virgin Australia, for the title.
The rankings are based on LinkedIn’s content marketing score, an analytics tool launched in March that tallies up a score based on the number of unique members engaged with content, divided by the active target audience.
Content included under the scoring system ranges from sponsored updates and company pages to employee updates, influencer posts and LinkedIn Groups.
The top 10 brands in Australia is dominated by banking and telecom institutions, without a single media brand in sight. The full list is:
- CPA Australia
- Cerebral Palsy Alliance
- Commonwealth Bank
- BT Financial
- Virgin Australia
Commenting on the news, CPA Australia content and social media manager, Jillian Bowen, said LinkedIn had given the company options for targeting messages and delivering high levels of ongoing engagement with consumers.
“We’re always looking for ways to connect so that we can drive greater awareness of the benefits of the CPA Australia designation,” she said. “The challenge is finding these various audiences and sharing content with them that relates to their particular career experiences and interests.
“[The LinkedIn partnership] is a very productive partnership and we’re delighted to be listed as one of the top 10 most engaged brands.”
The Australian results come off the back of LinkedIn’s list of the 10 most influential brands globally, which was dominated by media and IT brands. Forbes topped the global list, followed by the World Economic Forum, Inc, Microsoft, Financial Times, Wall Street Journal, HP, Salesforce, IBM and Mashable.
LinkedIn Australia director of marketing solutions, Matthew Tindale, said Australian members are increasing their active engagement with brands on the professional social platform.
“The extent to which brands have really embraced our content marketing features across Australia and New Zealand demonstrates the hunger for such a platform for professionals,” he claimed.
More on LinkedIn’s content strategy
- LinkedIn opens up publishing to everyone
- Why LinkedIn was the talk of the Content Marketing World
- LinkedIn hits 50 million milestone in Asia-Pacific
- Telstra jumps into new LinkedIn content marketing program
- LinkedIn introduces, quickly says goodbye to email service that sparked security concerns