LinkedIn recently introduced two tools to help make social media marketing smarter:
Content Marketing Score, which is designed to help you measure your company’s success, and “Trending Content” which is designed to give you insight into exactly what successful content looks like. The idea is to give you more context into success using LinkedIn than previously.
If you’ve already been measuring your success on LinkedIn using your marketing analytics, these two tools will give you some added LinkedIn-specific recommendations that you can couple and track using your existing tools.
The idea behind LinkedIn’s new Content Marketing Score is to help arm you with the data that you need in order to help grow your company presence on LinkedIn. The Content Marketing Score is designed to measure member engagement with various things like Sponsored Updates or Company Pages, LinkedIn Groups and employee updates, plus influencers posts when applicable, It also ranks you against competitors using the same traits.
Competitors may mean a lot of things; such as you can filter your score against other companies in the same region by industry, seniority, company size or job function.
LinkedIn also will give you their recommendations to improve your score.
It seems to be an awesome update for LinkedIn to be able to supplement your marketing analytics. The competitor data idea is especially nice, being able to see who you’re matched up against, plus how you perform against them.
If your company wants to try out optimizing your LinkedIn presence, these metrics will help you take the first step of LinkedIn right; engaging with your followers. To get the full picture of how your LinkedIn marketing drives results, just supplement your Content Marketing Score with the rest of company’s marketing analytics.
Knowing what is going on in your industry is another crucial aspect of developing an inbound marketing strategy. You need to know what the hot-button issues are going to be if you plan on creating compelling, traffic-generating and lead-originating content.
Since you probably already have an RSS feed or you have bookmarks set up already of top sites to get your news from, LinkedIn’s Trending Content tool can now be added to your industry monitoring list.
This unique interactive tool brings you the most popular content on LinkedIn for all the different audience and topic segments, including automotive, financial, financial services, executive, health and pharmaceuticals, marketing, high-tech, IT, small businesses, students, and even venture capitalists. Pick the segment you’re interested in, and you can see top shared articles and topics from all around the web, not just posts from the Influencers Channel.
Since these tools are so new, users need some time before they can report on how well they work, but on the surface, they look like they have some interesting and valuable information that may supplement the rest of your marketing activities.
Trying them out for yourself may be the KEY to making LinkedIn Content Marketing Score skyrocket.
And, if your other metrics follow suit, then you know you’ll need to keep using these new and valuable tools from LinkedIn.