LinkedIn launches insights tool to measure content marketing strategies

LinkedIn has constructed a new data-driven tool, created to give brands access to data relating to the performance of specific paid and organic content on the digital networking site.

The Content Marketing Score (CMS) is aimed specifically at B2B marketers to help marketers gain insight into a dark space, as recent research suggested that only 42% of the 93% of B2B marketers deploying content marketing strategies felt they were doing it effectively.

LinkedIn’s CMS will measure how effectively a brand’s content is engaging its audience by looking at different points of access across the networking site, including a brand’s home page, groups, employee updates and influencer posts.

Brands can then compare their score against an anonymised set of competitors, and filter their score by region, seniority, company size, job function and industry, to help them gauge how their campaigns are performing over time.

Josh Graff, director of LinkedIn marketing solutions, EMEA, told The Drum that the professional networking platform now generates six times the amount of page impressions through content – a figure which has “tipped” from being predominantly focused on jobs posts for its main content.

“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.