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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

5 cornerstones of a strong digital culture

Creating a strong company culture may sound like a daunting task, but it’s actually pretty straightforward. In fact, company culture is created in exactly the same fashion as a religion or democracy. Behaviours created from the organisation’s inception are reinforced over time by leadership, attracting like-minded people and eventually reaching critical mass to become an accepted ‘truth’.

Anthony Stevens

Founder and CEO, Digital Asset Ventures

Should you rebuild your company’s tech stack in blockchain?

The question I get asked most regularly these days is: ‘Do I need to rebuild my company’s systems on Blockchain?’ And the answer, every time, is ‘No, you’re asking the wrong question’.

Michelle O'Keeffe

CEO, Engaging.io

Customer value proposition: Getting the brand promise to your customers right

Throughout my career, I have witnessed a litany of brand names that profess to have a unique customer value proposition (CVP). In reality, however, they’ve had little more than a ‘value proposition’: A simple list of benefits applied to a general audience.

Ric Navarro

Global director of marketing and communications, Norman, Disney & Young

RE: Sales and marketing SLAs, often the choke point isn't the teams but them getting the data into the tools they want to use with the da...

Ed Fry

Why sales and marketing alignment is more important than ever

Read more

Amazing article Mitchell. I really enjoyed the read. Chatbots will be critical in the future evolution of banking and financial services ...

Giridhar Prathap Reddy

7 businesses successfully implementing chatbots

Read more

Thank you for the good and very helpful information. It is very interesting. I love all the things you share and see your beautiful creat...

รัตนาวดี ภูมิวรรณ

Former eHarmony marketing chief joins telco startup

Read more

Colin Kaepernick, not Mike Kapernick.

thisisw

Zenith's innovation leader: Mid-digital age not benefitting media, brands or consumers

Read more

AGA KHAN HOSPITAL is in need of kidney donors for the sum of 2 crore, Contact us today if you want to sell your kidney for money, and thi...

Sebastian Friedrich

Mindshare gets behind blockchain advertising alliance

Read more

Latest Podcast

More podcasts

Sign in