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AT LINKEDIN, WE BELIEVEBut we know there’s much more to the equationthan that. To be successful you need to bedifferent. You have to be compelling andrelevant. But right now, there may be questionssurrounding your content marketing. Questionsabout your content’s impact and how to makeit most effective could be casting shadows overyour strategy.CLOSING THE CONTENT MARKETING GAPGLOBAL MARKETERS ARE USING CONTENT MARKETING TOACHIEVE THEIR GOALS, BUT DON’T FEEL THEY’RE BEINGEFFECTIVE AS THEY COULD BE.using content marketingfeel they’re being effectiveAustralian96%US93%UK88%38%41%48%Sources: Content Marketing in the UK: 2014 Benchmarks, Budgets, and Trends: ContentMarketing Institute/DMA UK, Content Marketing in Australia: 2013 Trends – ContentMarketing Institute/The Association for Data-driven Marketing & Advertising (ADMA),2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
YOU NEED SOMETHINGPOWERFUL, SOMETHINGBEYOND THE NORM.That’s why LinkedIn is introducing two newresources to quantify your content marketinginfluence and guide your content strategy.Eradicate uncertainty and enhance relevancewith this super powerful tandem.
PRESENTING THE DYNAMIC DUO!The Content Marketing Score is a recommendationengine that quantifies your impact by measuringyour audience’s engagement with your content,benchmarking versus your peer set, and providingrecommendations on how to improve. TrendingContent ranks the topics that resonate most withspecific audiences on LinkedIn, so you can tailor yourcontent for maximum relevance. Together thesetwo superpowered resources combine to createa super new quantifiable you: publisher ofcompelling, relevant content.LinkedIn Introduces The Content Marketing Dynamic Duo4
NOW, FOR THE FIRST TIME, YOU CAN QUANTIFYYOUR STRATEGY WITH SPECIFIC RECOMMENDATIONSFROM THE CONTENT MARKETING SCOREYou know you need to prove the impact of yourcontent marketing initiatives. Ideally you want to: U nderstand the content and topics that resonatewith your audience M easure the effectiveness of your contentbased campaigns Benchmark the success of your program See how you stack up against your competition Rank your brand with a conclusive scoreTo squash questions of content effectiveness andtruly be a marketing superhero you need to reachyour audience in multiple ways across LinkedIn,including Groups, Company Updates, employeeposts, Sponsored Updates, and Influencer posts. TheContent Marketing Score from LinkedIn ties all of thisoutreach together so you get an integrated view ofexactly how your efforts are paying off.LinkedIn Introduces The Content Marketing Dynamic Duo5
BENCHMARK YOURCONTENT PERFORMANCEThink of the Content Marketing Score as a barometerthat helps your company understand the impactof its content marketing efforts on LinkedIn. Byattributing a score to your content, the ContentMarketing Score quantifies the influence of yourcompany and brand on LinkedIn.The Content Marketing Score provides thisinsight by: H ighlighting the audience(s) consuming yourcontent on LinkedIn Q uantifying your company’s content presenceand engagement on LinkedInIn other words, it tells you which members withinyour target audience are engaging with your content.And it can show you how you stack up against yourcompetitors. You can even see a breakdown ofhow you’re performing across the different areas ofLinkedIn – whether by Groups, updates, or posts.LinkedIn Introduces The Content Marketing Dynamic Duo6
TURN INSIGHTS INTOCONTENT GOLDWe know insights are useless unless you act uponthem. And the Content Marketing Score makes thatpossible by providing specific recommendationson defining and adjusting your content strategy toachieve the best results possible. These may includesuggestions to launch more follower campaigns,encourage your employees to publish more posts,or focus on your content relevance.In a nutshell, the Content Marketing Scorefrom LinkedIn: Analyzes who engages with content Compares you to your peers Suggests how to improve your scoreA POWERFUL DUOWhile Trending Content gives you insight intothe hottest topics across LinkedIn, the ContentMarketing Score is specific to your company.LinkedIn Introduces The Content Marketing Dynamic Duo7
SUPERCHARGE YOUR STRATEGYWITH TRENDING CONTENTYour target audience is on LinkedIn. Now it’s justa matter of delivering the content that attracts andengages them. But how do you know just whichtopics will catch – and keep – their attention?And how do you know which members will bemost interested in your content?Whether you’re new to content marketing or lookingto drive even more engagement with your existingcontent, trending data from LinkedIn can help youfocus on the topics that matter.LinkedIn Introduces The Content Marketing Dynamic Duo8
TRENDING CONTENT HELPS CLIENTS UNDERSTANDWHAT CONTENT RESONATES WITH WHICH AUDIENCEON LINKEDINOn a daily basis, LinkedIn members actively engagewith content from four primary sources of inspiration,insights, and information on our network:THE TOPICS THAT MATTERWHAT’S TRENDING*Top trending topics on LinkedIn, Dec, 2013 - Jan. 2014 News from publishers Peers on LinkedIn Groups Thought leaders BrandsSource: LinkedIn Internal DataLinkedIn Introduces The Content Marketing Dynamic Duo9
ALIGN YOUR CONTENTCALENDAR WITHYOUR AUDIENCE ANDERADICATE UNCERTAINTYWith LinkedIn, you can see trending topics acrossall those sources: LinkedIn Groups, news posts,Influencer posts and discussions, and companypages. You’ll see which topics matter, and whichmembers are sharing the most content on any givensubject. You’ll even be able to pinpoint which topicsare going viral.How do we deliver this invaluable data? We evaluateInfluencer articles, network updates and sponsoredupdates to understand what content members aresharing. Using a superpowered algorithm built byour data science team, we put each piece of contentinto one or more of over 17,000 topic categories.We then layer on member profile attributes tounderstand who is sharing the content.LinkedIn Introduces The Content Marketing Dynamic Duo10
TOGETHER THESE TWO SUPERPOWEREDRESOURCES COMBINE TO CREATE A SUPER NEWQUANTIFIABLE YOU: PUBLISHER OF COMPELLING,RELEVANT CONTENT.With all that insight, you can fine-tune your strategy to align with the latest trends.That means you can increase the likelihood of your own content going viral, andreach and engage more LinkedIn members.The Content Marketing Score and Trending Content are currently available for LinkedIn Marketing Solutions customers.Please contact your LinkedIn Account Executive to get your score. For more information on the Content Marketing Scoreand Trending Content, please visit our site.LinkedIn Introduces The Content Marketing Dynamic Duo11
ABOUT USRELATIONSHIPS MATTERLinkedIn members number more than 277 millionprofessionals. That’s over one-third of the 600 millionprofessionals on the planet. This represents thelargest group anywhere of influential, affluentand educated people.With LinkedIn Marketing Solutions, brands buildrelationships with the world’s professionals by usingaccurate targeting to deliver relevant content andcommunications.Our evolution into a professional publishingplatform drives increased engagement on LinkedIn.Compared with other professional publishers,content on LinkedIn works differently. The rich dataon our platform means we can deliver the mostrelevant content to our members.As today’s connected professionals seek out ideasand insights from the people and brands they trust,marketers use LinkedIn to target advertising andpublish relevant content in a professional context.Brands extend reach through the social sharing thatoccurs naturally on LinkedIn, as well as by extendingLinkedIn data to their sites and brand experiencesthrough APIs.For more information, please visit ourMarketing Solutions site.LinkedIn Corporation 2014LinkedIn Introduces The Content Marketing Dynamic Duo12
That’s why LinkedIn is introducing two new resources to quantify your content marketing influence and guide your content strategy. Eradicate uncertainty and enhance
