LinkedIn is well known in the tech industry as the place to go for anything work related. However, users seem to be interested in publishing content, and content marketing. They have had some tools to help them, but there wasn’t a robust support system for their content. Now, LinkedIn is offering publishers on its platform a full suite of analytics.
Until this point, LinkedIn content analytics were limited to a content marketing score for B2B marketers, and some information on trending content. The new analytics provide content marketers with demographic data on their readers, with breakdowns for industries, job titles, locations, and traffic sources.
Each of these metrics provides a top four, with each category being represented by a percentage. Currently the analytics only gives details on posts made within the last six months, but it provides data on likes, comments, shares, and pageviews. The analytics also only provides data on logged in LinkedIn users, but it identifies each of those users.
With this information, users will be able to target their content much more effectively, and the new tools will provide them with even more metrics of success for their campaigns.
The addition of a suite of analytics seems a logical progression to LinkedIn’s efforts to make the site a content destination, not just a place to host their resume and make business connections. With that focus, it needed to provide tools for users to post better content, and the new analytics for publishers does just that.
Every network, whether it’s Periscope, Snapchat, or LinkedIn, is becoming a publishing platform. When users are given the opportunity to publish content, they will take full advantage of it and the analytics program allows them a data driven solution to cultivating a catalog of content on the site.
Much in the same way every company is now a big data company, every company is now a content company.