We’re a big fan of LinkedIn here at SMK, and appreciate the features the platform is continually rolling out to help brands tweak their performance.

The latest is LinkedIn’s Content Marketing Score.

Did you Score?

Content on LinkedIn can be virtually anything: posts, photos, video or updates. And while a lot of brands are producing content, they’re not always great at measuring its effectiveness.

LinkedIn revealed that while 93 per cent of B2B marketers use content marketing, only 42 per cent consider themselves effective at it. LinkedIn hopes to change this.

“We saw a challenge to meet: one that may be a tall order, but one that we address for content marketers using LinkedIn with the launch of the Content Marketing Score, an analytics resource that gives you insight into the impact of your paid and organic content on LinkedIn,” the company wrote in a blog post.

Tally ho

The Content Marketing Score is fairly straightforward. It measures your member engagement and your content including Sponsored Updates, Company Pages, LinkedIn Groups, employee updates, and Influencer posts (if applicable).

This is then divided by your total target audience to give you a single score, ranked against your competitive set. Scores can be filtered through layers including company size, region and industry. 

LinkedIn will also provide recommendations about how to boost your score around metrics like frequency of posts and audience targeting.

If that wasn't enough LinkedIn also released Trending Content, a feature that lists content currently most popular with LinkedIn users. 

That contented feeling

The updates seems to tick a lot of boxes: brands get data and tips, users are exposed to more relevant content and LinkedIn gets a boost in engagement – plus potentially more lucrative add-ons like Sponsored Posts down the track.

To find out more visit marketing.linkedin.com/blog.

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