LinkedIn has launched the Content Marketing Score, an analytics tool it says will give users insight into the impact of their paid and organic activity and allows them to benchmark that activity against their peers.
According to LinkedIn, the Content Marketing Score will help marketers see how well brands are engaging with their target audiences on LinkedIn.
“It will help marketers see how effective they are with their content marketing so they can either keep up the good work or adjust their outreach to better engage their audience,” a rep writes in an email.
The score compares a company’s performance against a self-selected peer group to show where it ranks. It takes into account activity via sponsored updates, company pages, LinkedIn Groups, employee updates, and influencer posts, the network says. It then provides a score that can be evaluated against competitors. The brand will also receive recommendations for how to improve the score.
In addition, LinkedIn says it has also introduced Trending Content, a ranking of topics that “resonate with LinkedIn members,” the network says in a blog post. “Whether it’s topics about leadership or entrepreneurship, cloud computing, or mobile devices, you can see which topics matter to your target audience, and which members are engaging with the most content on any given subject.”
According to the website, Trending Content topics enable users to tailor content for maximum relevance. Trending Content displays trending topics and top articles ranked by engagement and also shows which audience segments are sharing the most content on any given topic.
“Together these resources will not only quantify your content influence on LinkedIn, but they’ll also enhance your relevance,” LinkedIn says. “We’re thrilled to make both Content Marketing Score and Trending Content available upon request so that you’re able to approach your content marketing efforts strategically.”
These resources are available to customers with a LinkedIn account representative as of March 27, which a LinkedIn rep says likely means larger clients for the time being.
The whole point of these efforts is to help LinkedIn users see if their content marketing strategy is working.
“We created these resources with our customers in mind, who we know are looking for ever more actionable insights into their performance,” LinkedIn says. “They want to understand how the reach, frequency, and engagement of their content performs with their desired audience, how it compares with their competitors, and how it’s changing over time.”
The network also posted a video to YouTube introducing the two new resources: