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
In the third and final episode of our 3-part CMO50 video series exploring modern marketing and why it’s become a matter of trust, we’re delighted to be joined by Telstra’s former CMO and now digital services and sales executive, Jeremy Nicholas, and Adobe VP Marketing Asia-Pacific and Japan, Duncan Egan.
Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.
Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?
As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.
