Making a content inspired move, LinkedIn, announced in a blog post last Thursday, the launch of two new tools, Content Marketing Score and Trending Content, to help businesses make their social media marketing campaigns more acute and strategic. The Dynamic Duo, as it is collectively called, is a pair of analytics tools through which brands can gauge their content's performance and attract more following.
The social networking service stated in the blog post: “The Content Marketing Institute recently surveyed B2B marketers and found that while 93% use content marketing, only 42% consider themselves effective at it.” Triggered by the data, LinkedIn has come up with the new tools to educate businesses on the effectiveness of their content marketing efforts.
Content Marketing Score: According to the company, the Content Marketing Score throws light on the impact of your paid and organic content on LinkedIn. The score is derived when the number of “unique members engaged” is divided by the “total active target audience.”
Unique engagement refers to the number of members engaged with your Sponsored Updates, Company Pages, LinkedIn Groups, employee updates, and Influencer posts. Apart from the score, you can also see where you stand against your competitors and LinkedIn's recommendations on how you can improve your score.
The tool, by tracing your content's performance, elucidates how you are engaging with your target audience. You can also filter the search based on certain criteria like region, seniority, company size, job function, and industry. However, the Content Marketing Score is applicable only to companies and not individuals.
Trending Content: Like on Facebook and Twitter, The Trending Content tool on LinkedIn prioritizes the topics that are most popular with certain audiences, so that you can customize your content accordingly. You can discover which topics are in trend currently and which articles have been shared the maximum number of times among the target audiences. The topics covered include: automotive, executive, financial services, health and pharmaceuticals, high-tech, IT, marketing, small businesses, students, and venture capitalism. Clicking on one of the topics will display a list of the top shared articles on the Internet related to that topic.
With the creation of the new tools LinkedIn is hoping to help businesses understand how the reach, frequency and engagement of their content influence their target audience and how they stack up against their competitors.LinkedIn Launches New Tools to Help Businesses in Their Content Marketing Approach!,