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linkedinIf you’ve ever wondered how effective your content marketing actually is or whether you are engaging with your target audience – then we’re here to tell you that you’re not alone!

In fact, according to the Content Marketing Institute, only 42% of B2B marketers consider themselves effective when it comes to content marketing.

You will be pleased to hear that LinkedIn has launched two new features to help make things a bit easier on small businesses when it comes to content marketing. The new concepts are called ‘Content Marketing Score’ and ‘Trending Content’ – and as their names suggest – they do just that!

Anyone responsible for marketing a small business wants to measure their success. How else will you take your business to the next level? You need to look at the numbers in order to fine tune your strategy and you want to make sure you get the most ‘bang for your marketing buck’.

Reasons to quantify your content marketing efforts:

  • You can benchmark your business against the competition
  • You can use findings to fine tune your content marketing strategy
  • You can tailor relevant content to your target audience

Content Marketing Score

Content Marketing Score is an analytics tool that helps you quantify your brand’s content marketing effort on LinkedIn. This gives marketers the ability to measure member engagement by analysing social actions in both paid and organic activity. You’re able to benchmark against your peer set and gain recommendations on how to improve.

Trending Content

LinkedIn has also launched ‘Trending Content’ which ranks the topics that resonate with specific audiences on LinkedIn so that you can tailor your content for maximum relevance. You will also have access to which members are sharing the most content on any given subject

To differentiate yourself from the crowd, you need to be compelling and relevant. Learning what topics matter to your target market could prove invaluable for a small business.

Through this ‘dynamic duo’ available on LinkedIn, you will have access to data analysis that allows you to ensure that any investment of time and money in content marketing delivers a good return and contributes to your small business success.

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