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JOHN BONNEY: Contentment with content?

By Herald Express  |  Posted: May 15, 2014

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WITH every marketing expert proclaiming 'content is king' – many businesses and other marketers have stepped up their content game.

Company blogs are now a standard within many different industries, and now LinkedIn has announced an analytics tool that will provide businesses and marketers with an insight into the impact their content has on the web, and will compare that against its peers.

In a statement that LinkedIn released – the Content Marketing Score system will help marketers see how engaging their content is with their target audience.

So far with content marketing, the main advice out there has been to make your articles fun, engaging and relevant. However, now with this new tool it may be easier to measure and analyse the effectiveness of your content. The head of measurement for the marketing solutions organisation of LinkedIn made the announcement on the blog earlier this week. He explained the decision has come after extensive research has revealed businesses need a further insight to the effects their content has online.

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The score is going to be calculated by measuring unique engagement, divided by your total target audience. Then using the data from varying factors, it will provide a single score, ranked against your competitive set. Not only that, LinkedIn will then provide recommendations on how to improve your score, and how to accomplish more reach, engagement and suggestions.

The score provided will be able to be filtered by region, company size, job function and industry. This kind of content measurement really is paving the way for content writers, and will massively help businesses understand their true engagement and reach.

A study has shown that while 93% of businesses use content marketing, only 42% found their efforts effective. By tracking performance monthly you will get a powerful understanding of how well you are engaging with your audience over time. Knowledge is power, and hopefully this will help businesses upgrade their content strategy.

Sciarrillo went on to give the rationale behind the two new features, which are available from today. He said: "We created these resources with our customers in mind, who we know are looking for ever more actionable insights into their performance.

"They want to understand how the reach, frequency, and engagement of their content perform with their desired audience, how it compares with their competitors, and how it's changing over time. Together these resources will not only quantify your content influence on LinkedIn, but they'll also enhance your relevance."

So what does all this mean for businesses? Well, it means there will soon be a way to measure our content's success, as well being able to analyse what is working and what isn't. In the past analytics provided a great insight to see if you were generating traffic, however LinkedIn looks to be taking over when it comes to content measurement.

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