LinkedIn has a little-known data-driven tool to measure your content marketing strategies. This handy technology gives brands access to data relating to the performance of precise paid and organic content on the professional networking site.
Aimed at B2B marketers to give them insight into the success of their content, the Content Marketing Score (CMS) will measure how effectively a brand’s content is engaging its audience. It does this by examining different access points across LinkedIn, including the brands home page, influencer posts and employee updates.
As recent research indicates only 42% of the 93% of the B2B marketers actively employing content marketing strategies actually feel they are doing it efficiently, CMS should help gauge past successes to use in the future.
In addition, brands can then compare their CMS against competitors, further being able to filter their score by region, company size, job function or industry. Helping them to gauge how their campaigns are performing over a period of time. The ability to benchmark content strategies against others, will allow brands to identify whether certain strategies are working or not, and justify carrying them out again in the future.
When talking to The Drum, Josh Graff, director of LinkedIn Marketing Solutions, EMEA, claimed the professional networking platform currently produces six times the amount of page impressions through content, this figure is no longer predominantly posts for jobs, but also other professional content and infographics.
“There is a real thirst for professional content among consumers, and we have invested heavily in research and development over the last few years and have seen that content marketing has become the leading tactic for marketers. But many aren’t able to quantify the impact of their content marketing strategies, which is why we are launching the Content marketing Score,” he said.