Are you exploring LinkedIn as a platform to reach your target audience through content marketing?
LinkedIn has published a document that is very useful in understanding what the professional network offers to companies willing to invest time and resources in the development of a content marketing strategy.
As part of its Marketing Solutions platform, LinkedIn offers two tools: Content Marketing Score and Trending Content.
The aim of both is to help you in making your content compelling, relevant and, ultimately, effective.
This against a backdrop of a majority of companies using content marketing yet not confident that they are being effective in their efforts.
The Content Marketing Score measures your audience’s engagement with your content and makes recommendations on how to improve the choice of topic and the content itself.
On the other hand, Trending Content ranks content being published on LinkedIn by measuring how well it resonates with specific audiences.
When you understand what resonates with YOUR audience you are better placed to produce more interesting content and optimize the use of your content production resources.
The Content Marketing Score measures the effectiveness of your posts on LinkedIn by looking in unison at Groups, Company Updates, employee posts, Sponsored Updates and Influencer posts.
The Score tells you how many members of your target audience engage with your content.
It also tells you how you compare to the competition.
The suggestions that you will receive might regard focusing more on content relevance as opposed to incentive employee to publish more posts or launch more follower campaigns.
Trending Content allows you to see trending topics across the range of LinkedIn outposts: Company Pages, LinkedIn Groups, news posts and Influencer Posts.
By analysing trending content you are in a better position to ride the wave of viral content (if you so wish) and remove uncertainty on what LinkedIn members find interesting to read.
LinkedIn automatically puts a piece of content in one of more than 17,000 buckets representing topic categories and it then overlays individual members’ behaviours in terms of reading and sharing content.
In summary, developing LinkedIn as part of your content marketing strategy looks like a reasonable bet for your Company.
Are developing content specifically for LinkedIn?