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LinkedIn launches content marketing analytics tool

Matthew Tindale

Matthew Tindale

LinkedIn has launched a data-driven measurement tool to help brands measure the effectiveness of their content marketing strategies and show how it stacks up against competitors as it looks to become the “definitive publishing platform for professionals”.

The Content Marketing Score, announced by the social media platform today, will analyse the impact of content by measuring its reach, frequency and level of engagement with users.

Brands are grouped with nine other competitors, based on their target audience and service offering, however data is anonymised with a detailed breakdown only available for your brand.

Matthew Tindale, director of marketing solutions for LinkedIn, said brands will be able to look at the performance of company updates, posts by employees, and influencers associated with the company. Sponsored posts can also be measured via the tool, giving an impression of how the advertising has performed.

“It’s a long-term tool, to look at how you can work at improving the content marketing score and ultimately look at your content marketing strategies holistically, and not just at the score,” Tindale said.

The platform has also launched Trending Content, a ranking of the most popular topics shared and discussed on the site similar to the services already available on Twitter and Facebook.

Tindale said: “The notion of content on our platform is incredibly important for us. It’s something we’ve been heavily focused on for the last couple of years to really become this definitive publishing platform for professionals, and what we’re asking is for 15 minutes of someone’s time in the morning to get on the platform, engage with the content, and let it make them more productive for that day. Then brands are utilising the engagement to build relationships with their consumers through content marketing.”

Last month LinkedIn expanded its content offering by opening the opportunity to publish content directly on the site to all of its users as well as extending the number of influencers on the platform.

Megan Reynolds

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