CPA tops list of Australian brands on LinkedIn for content marketing

Top 10 Australian content marketers on the social media platform includes usual suspects such as Telstra and CommBank, but also some surprises

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:

  1. CPA Australia
  2. Cerebral Palsy Alliance
  3. ANZ
  4. Commonwealth Bank
  5. BT Financial
  6. Telstra
  7. Virgin Australia
  8. WorleyParsons
  9. Thiess
  10. Westpac

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.”

Related: CPA Australia talks about how it’s proving social media’s worth

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.

Click here to see the list of top brands by country on LinkedIn's infographic

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

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

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Blog Posts

Why if marketing is all you do, you’ll never be very good at it

OK, so you’re probably thinking: “Here comes another article to badger me about living in my bubble.” And also, “I bet this bubble-bashing piece will go on to explain how I can achieve better results through some heady dose of new life experiences, new routines and annoyingly different opinions on social media.”

Dane Smith and Toby Harrison

Ogilvy Australia

A leader’s role in rebuilding a culture of confidence

Every day, there are new predictions and studies on the future of work, the state of the economy and the unfolding global pandemic. All of which creates uncertainty and heightens the imperative of effective leadership.

Michelle Gibbings

Workplace expert, author

Confused About Your Customers?​

​I've worked in brand and marketing for more than 20 years. But there’s one area where I’ve found myself going around in circles and I must admit I'm becoming increasingly confused.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in