ADOTAS — We know that for brands, building relationships through a content strategy is a marathon, not a sprint; it’s a fact of content marketing. You need a long-term view that requires you to be truly helpful to your customers in order to be relevant to them.
But wouldn’t it be great to know now how effective your content marketing efforts are?
Well, you’re not alone. The Content Marketing Institute recently surveyed B2B marketers and found that while 93% use content marketing, only 42% consider themselves effective at it.
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. It’s a simple score calculated by measuring unique engagement (gauged through social actions), divided by your total target audience.
Here’s how the Content Marketing Score works. It measures member engagement with your Sponsored Updates, Company Pages, LinkedIn Groups, employee updates, and Influencer posts (if applicable). It then gives you a single score, ranked against your competitive set. You will also get recommendations about how to improve your score based on different levers you can pull to give you more reach, frequency and engagement. You can filter your score by region, seniority, company size, job function, and industry.
By tracking performance on a monthly basis, you get a powerful snapshot on how well you are engaging with your audience over time. With this knowledge, you’ll be empowered to upgrade your strategy to optimize engagement within your target.
Today we’re also introducing Trending Content, a ranking of topics that resonate with LinkedIn members. 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.
We created these resources with our customers in mind, who we know are looking for ever more actionable insights into their performance. 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.
Together these resources will not only quantify your content influence on LinkedIn, but they’ll also enhance your relevance. 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.
As of today, both these resources are available to customers with a LinkedIn account representative.
This article originally appeared on LinkedIn’s marketing blog.