On Tuesday, Allison wrote a blog about the new tools LinkedIn is introducing and how they will affect higher education.
Just to recap, LinkedIn has launched two new tools, the Content Marketing Score and its Trending Content feature. Essentially, LinkedIn is trying to help businesses develop content marketing strategies that will make their efforts more effective as well as give customers the incentive to continue using them.
In her blog, Allison said the new publishing platform allows universities to build awareness of their name, the team, the product, the customer and the industry. But how does it affect small business?
To start, they created the Content Marketing Score.
Earlier this year, LinkedIn made it so that anyone could publish content on LinkedIn instead of just the select few companies who they originally allowed to post. The Content Marketing Score allows businesses who are publishing content to measure the impact of what they are posting, both paid and organic reach, on LinkedIn. It measures engagement with sponsored updates, company pages and employee updates, and it also lets you see how you’re measuring up against your competitors. You can apply filters to your score such as region, company size, etc. if you want to know more about how your content is affecting a specific target audience.
To help improve your score, they also created the Trending Content feature. Similar to Facebook and Twitter, LinkedIn now has a way to see which topics and articles are trending that day. This would allow your business to tailor its content to make it more relevant and more likely to be seen, which is a great tool considering trends on LinkedIn probably differ from those on Twitter and Facebook.
If you own or publish content for a small business, you should definitely take advantage of this new feature. LinkedIn is giving you a way to increase the relevance of your content AND measure the success of what you post. In a nutshell, they’re making it easy for business to find out the best way to market their brand and content.
Effective content marketing is a hot topic right now. Since I started working at Verge Pipe Media in January, I’ve written several blogs about conducting, measuring and understanding content marketing. It seems like every week, a social media platform is introducing a new way for businesses to market their content. So, if you do own a small business, the best thing you can do is have pages for all social media platforms (LinkedIn, Facebook, Twitter, Google +, even Instagram), a good website, and a familiarity with how to measure your businesses success on those platforms.