It seems such a shame that with all the money being poured into content marketing, less than half of marketers feel their efforts are effective. This is precisely why it’s so important to measure the campaign results in the context of the desired business goals.
To wit, LinkedIn launched a new featured called Content Marketing Score, designed to help marketers measure the impact of both paid and organic content on LinkedIn. The score is generated by calculating action-based social engagement divided by the total audience.
It measures member engagement with your Sponsored Updates, Company Pages, LinkedIn Groups, employee updates and Influencer posts (if applicable). It then gives you a single score, ranked against your competitive set. You will also get recommendations about how to improve your score based on different levers you can pull to give you more reach, frequency and engagement. You can filter your score by region, seniority, company size, job function and industry.
In tandem with the launch of the new scoring tool, LinkedIn will also be tracking trending topics to provide insight into what its members are discussing. The goal for these new features is to empower marketers with the information necessary to optimize campaigns for achieving business goals.