What LinkedIn Content Marketing Score and Trending Topics Means to Your Business

August 15, 2014

LinkedIn has introduced two new tools that are designed to assist users with their social media marketing. They are: Content Marketing Score and Trending Content. The first tool helps to measure your company’s success and the other one provides you with valuable information about successful content.

Content Marketing Score

LinkedIn Content Marketing Score will provide you with the necessary data to expand your company’s presence on LinkedIn. This particular tool is an analytics resource that offers vital insight into the effectiveness of your organic and paid content on LinkedIn. The system calculates your score by dividing the number of users who have engaged with your content over a 1-month period, by those who have been active over the same duration.

LinkedIn describes Content Marketing Score as a tool that measures member interactions with your Company Pages, Sponsored Updates, LinkedIn Groups, Influencer Posts and Employee Updates. In addition, it also ranks you against various competitors using the same traits.

You only need to define what the term competitor means for your brand, and the Content Marketing Score will do the rest. It will filter your scores against competitors who are of the same seniority, region, company size, industry and job role. Another advantage of this unique tool is that LinkedIn can now offer recommendations on how to improve your score with time.

Trending content

You should know what’s trending in your industry before you develop an inbound marketing strategy. This is the only way you will create compelling content that will produce some promising leads. As a result, you should add the LinkedIn Trending tool to your list of business monitoring tools and see what happens.

The Content Trending tool will surface the most popular content on LinkedIn for different topic segments and audiences. They are usually broken down into executive, automotive, financial services, health, pharmaceuticals, IT, high-tech technologies, students, venture capitalists and small businesses. You have to choose a group that is relevant to your brand. The Trending Content tool will then find the most shared topics and articles on LinkedIn from around the web.

What Does This Mean For Small Businesses?

The new LinkedIn content marketing tools have been specially developed with the user in mind. They can help small business to understand their frequency, reach and engagement of their content with precise audiences. Both tools are designed to equip small business with a solid, calculable measure of compelling and relevant content.

In addition, you should also keep in mind that these LinkedIn tools are only available to businesses with a LinkedIn account representative. This is because consumers are more likely to spend on sponsored ads once they have recognized what content is resonating with their targeted audiences. Eventually, these tools will be rolled out to all business and individual profiles. However, this will not take place in the near future.

Small businesses can see examples of high-performing content on LinkedIn. It will help them to create engaging content for their own LinkedIn audiences. These tools were designed with the consumer in mind because LinkedIn realized that business owners were looking for more actionable insights into their performance.


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