LinkedIn announced the launch two new tools last week to assist businesses in their content marketing efforts: Content Marketing Score and Trending Content.
LinkedIn’s announcement states: “The Content Marketing Institute recently surveyed B2B marketers and found that while 93% use content marketing, only 42% consider themselves effective at it.” As a result of this study, LinkedIn endeavored to create a tool to let businesses know just how effective they really are at content marketing.
Content Marketing Score is described by LinkedIn as, “an analytics resource that gives you insight into the impact of your paid and organic content on LinkedIn.” The is score calculated by measuring unique engagement generated by your content on LinkedIn, divided by your total target audience.
More specifically, Content Marketing Score measures LinkedIn member engagement with your Sponsored Updates, Company Pages, LinkedIn Groups, employee updates, and Influencer posts. Along with your score you will also get recommendations about how to improve your score. Tracking your Content Marketing Score on a monthly basis will allow you and your business to make the necessary adjustments to your strategy to keep your audience engaged.
To get your Content Market Score simply go here, click on ‘Request your score’, and fill out the necessary fields (or have them auto-filled by LinkedIn). LinkedIn will send you a report with details about your score and some recommendations.
LinkedIn’s new Trending Content section features a ranking of topics that the network believes resonates most with their members. Trending Content gathers the most popular content on LinkedIn for the following topics: automotive, executive, financial services, health and pharmaceuticals, high-tech, IT, marketing, small businesses, students, and venture capitalism.
When you click on one of the topics, LinkedIn shows you the top shared articles from around the web, as well as the top sub-topics within that topic.
Both Trending Content and Content marketing score are immediately available to anyone with a LinkedIn account. They also provided a short video further illustrating the benefits of these tools and the reasons why they were developed:
