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:
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
Big brands were once protected from small brands by high barriers to entry. Big brands had the resources to employ big agencies, to crack big ideas and to invest in big campaigns. They had the luxury of time to debate strategies and work on long-term innovation pipelines. Retailers used to partner with big brands.
According to the World Economic Forum in its most recent The Future of Jobs report, the most important skills for the future are not technical, task-oriented skills, but higher-order skills such as creativity, social influence, active learning, and analytical thinking.
Businesses continue to highly value the attention they buy through paid media, yet at the same time, many continue to disregard and under-value opportunities to connect with customers using their owned media.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
I thought this was what Salesforce Audience Studio (formerly Salesforce DMP) was supposed to do. How are a CDP and a DMP different? I'm c...
Tony Ahn
Salesforce announces customer data platform
Well written Vanessa!! Agreed with your view that human experience is marketing's next frontier. Those businesses who are focused on the ...
Clyde Griffith
Forget customer experience, human experience is marketing's next frontier
Great tips for tops skills need to develop and stay competitive
Nick
The top skills needed to stay competitive in a rapidly changing workforce
The popularity of loyalty programs is diminishing, though I'd say it is because customers are savvy enough to recognise when a loyalty pr...
Heather
It’s time for marketers to rethink their approach to ‘loyalty’
Thanks Nadia for sharing this blog. It has really useful and amazing information about Salesforce Commerce Cloud and digital engagement w...
Holly Smith
Adidas taps data and technology smarts to build personalised digital engagement with consumers