LinkedIn introduces new analytics tool

LinkedIn has introduced its Content Marketing Score (CMS), a data-driven analytics tool that quantifies and benchmarks a brands’ content marketing effort on LinkedIn.

The Content Marketing Institute recently surveyed B2B marketers and found that while 93% use content marketing, only 42% consider themselves effective at it. It was with this in mind that LinkedIn developed the CMS which offers marketers the ability to measure member engagement by analysing social action signals seen through both paid and organic activity.

Through this tool, brands can quantify their content marketing efforts, benchmark themselves against their peers, and guide their strategy based on what they have learned.

LinkedIn is also introducing Trending Content, a ranking of topics that resonate with a brand’s target audience. Brands can see which topics matter and which members are sharing the most content on any given subject.

Both of these resources are available to customers with a LinkedIn account representative. CMS is available to brands regardless of the language they post in, while Trending Content currently only assesses English content.