After LinkedIn unveiled its inaugural list of the 10 most influential global brands in June, the business-oriented networking platform has new insights into what these top-performing brands have in common in terms of their content marketing efforts on the network.
According to LinkedIn, these best performers — which include Forbes, Salesforce.com and IBM — have an average of more than 150,000 employees and over 2,500 are marketers. On average, they publish 112 status updates every month and that volume is increasing.
Meanwhile, these top-performing brands constantly update their sponsored content and they use “targeted status updates” to deliver relevant content to specific audiences among their approximately 880,000 organic followers.
A deeper look at the internal structure reveals that these companies have set up in-house marketing and communication departments to execute their content marketing strategies. And they usually authorize managers or senior-level employees to manage their LinkedIn content. On average, they have 26 admins per company page, with nine actually publishing content.
Based on these best practices, LinkedIn has created tips for engaging with consumers on the platform, including:
- Have a feasible, specific and measurable content marketing plan in the first place;
- Consider all the participants involved in the plan and figure out each party’s role and responsibility;
- Build a timeline in the process from idea through publishing;
- Plan ahead and maintain a track for events;
- Take advantage of LinkedIn features;
- And periodically measure your content to optimize your LinkedIn strategy.
So what is your content marketing strategy on LinkedIn? Share your thoughts in the comments below.
Brands have been upping their investments in new ad products from popular social media services, but are they getting their money's worth?
Instagram is determined to introduce as many new features as possible in 2016 and that's why it has launched Live video on Stories, as well as ephemeral posts on direct messages.
Audience targeting can be challenging in social media, especially when brands make quick assumptions about their target users. How can you avoid generalisation and what are the real benefits of it?
While it typically conjures up images of consumers clamoring for deals on big ticket items, American retailer Walgreens is hoping that this year it can be the first place consumers turn for inexpensive gifts like wine, candles and small toys.