While social media has created a lot of new opportunities for marketers, it has also made it more difficult for brands to be heard. The Internet is flooded with content and social platforms are more crowded than ever before. As a result, marketers face a challenge in trying to capture the attention of consumers online. Hope, however, is not lost thanks to content marketing.
Today, your brand’s voice is a marketer’s most valuable weapon. Where once you relied on the media to announce new products or features, now businesses are writing blogs, uploading photos and videos, and creating all kinds of content on social networks. This has forced marketers to communicate more skillfully and strategically. But while more is being said, how much of it is actually effective?
In a recent survey by the Content Marketing Institute, 93 percent of B2B marketers are said to use content marketing; however, only 42 percent consider themselves effective at it. LinkedIn saw this as a problem, and as a result it launched new tools aimed at helping businesses create more effective content marketing strategies that provide value for customers.
Shortly after opening its publishing platform to members, LinkedIn has made another content-inspired move with the introduction of the Content Marketing Score and its Trending Content feature. We take a closer look at these new tools below.
Content Marketing Score
The Content Marketing Score is an analytics resource that offers insight into the impact of your paid and organic content on LinkedIn. Your score is calculated by measuring unique engagement, which is gauged through social actions, divided by your total target audience.
This tool measures member engagement with your Sponsored Updates, Company Pages, LinkedIn Groups, employee updates, and Influencer posts. You’ll also be able to see how you “stack up” against your competitors. The rankings are anonymized and each company’s score is private.
It’s worth mentioning that the Content Marketing Score only applies to companies, not individuals. Businesses can also filter their score based on region, seniority, company size, job function, and industry. By tracking your content’s performance on LinkedIn, you’ll have a much better understanding of how well you’re engaging your target audience.
To give you a better idea of content that resonates with members, LinkedIn also introduced Trending Content. While this isn’t a new concept — both Twitter and Facebook provide trend tracking features — it does give marketers better insight into LinkedIn’s audience, which likely differs a bit from other social networks.
The Trending Content tool ranks the topics that are popular with specific audiences so that you can tailor your content for maximum relevance. In the interactive infographic you can see trending topics and the top articles associated with them ranked by engagement. You’ll also see which audience segments share the most content on any given topic.
LinkedIn created these resources with you in mind. The Content Marketing Score and Trending Content can help you better understand the reach, frequency, and engagement of your content with specific audiences. These tools aim to not only quantify your content influence on the social network, but to enhance its relevance. As a result, you can be sure that you’re executing the most effective content strategy for your brand.
Both tools are available to businesses with a LinkedIn account representative. You can also submit your contact information to request your score. If you’d like more information on how to use either tool, download the free e-book.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.