In March, social media giant LinkedIn launched two new tools to assist businesses in their content marketing – Content Marketing Score and Trending Content. According to the fourth annual B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends-North America report released by the Content Marketing Institute and MarketingProfs’ under the sponsorship of Brightcove, the practice of content marketing is on the rise among B2B marketers (the proportion of marketers that use content marketing has increased from 91% to 93%). However, the same report says that only 42% of marketers consider themselves effective at content marketing. In this scenario, let’s look at the new LinkedIn marketing tools and how they help business with content promotion.
Content Marketing Score
According to LinkedIn, content marketing score is an analytics resource that tells you about the impact of your paid and organic content present in LinkedIn. This score is calculated by measuring unique engagement based on social actions and dividing it by your total target audience.
You have to fill out a form in order to request your content marketing score. Once you submit this form, LinkedIn will measure member engagement with your Sponsored Updates, LinkedIn Groups, employee updates, Company Pages and Influencer posts (if necessary) and provide you with a single score ranked against your competitors. Recommendations are also made on how to improve your score according to your strategies that will give you more reach, frequency and engagement. This tool allows you to filter your score according to region, company size, industry, seniority and job function. LinkedIn provides information exclusively for you and does not share or disclose it to third parties. With this score, you can trace performance on a monthly basis and get an insight into how well your content engages with your audience over a particular period of time. Based on that information, you can improve your content marketing strategy to optimize the engagement and reach your goals.
This tool ranks the topics that circulate most with a particular type of audience on LinkedIn. It will therefore help you to alter your content for maximum relevance. This feature allows you can see trending articles associated with specific audiences ranked by engagement. For example, if you choose ‘High-Tech’, you can see top shared articles related to technical news.
In addition to this, you get information on which topics matter to your target audience and which audience segments share the most content on any given topic.
Though these tools provide relevant information about your content, getting expert help would allow you to make the most of them. A professional SEO company can help you develop informative and relevant content, interpret the data provided by LinkedIn’s tools, and make effective use of the information to achieve your content marketing goals.