LinkedIn has recently jumped on the content marketing bandwagon. The social network for professionals has made a few changes to let brands know how effective their content is.
The Content Marketing Score analyses content impact in terms of reach, frequency and engagement with users. The tool also compares your business’ performance with competitors so you can learn what to do in order to improve your content marketing strategy.
A recent survey by the Content Marketing Institute of B2B marketers found that while 93% were using content marketing, only 42% felt their strategy was effective. This new feature on LinkedIn will show brands what content is successful and what content is unsuccessful, and these insights can be applied to all social media platforms.
In addition, brands can now promote their LinkedIn content via Sponsored Updates. Sponsored Updates work much in the same way as Facebook, where you can create a campaign, specify a target audience and set a budget.
LinkedIn has also created a series of helpful videos, webcasts and documents to help businesses get started, including content marketing tips and Sponsored Updates optimisation.
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