The tool helps advertisers quantify their content-marketing efforts, benchmark themselves against peers and ultimately determine strategy, according to the company. LinkedIn calculates CMS scores by dividing the number of LinkedIn users who have engaged with Sponsored Updates, Company Pages, LinkedIn Groups, employee updates and Influencer posts by the target audience of users who have been active in that period. The result is multiplied by 1 million.
“We know that the top digital marketing priority in 2014 is strengthening content strategy,” Olivier Legrand, the company's head of marketing solutions for APAC and Japan, told Campaign Asia-Pacific. “Yet, few marketers are effectively measuring the impact that content marketing is delivering for their brand.”
According to Legrand, several brands in Asia are looking to precisely target messages and interactions to the right audience and publish content that connects with that audience and extend engagement both on and off the network.
Lenovo, for example, uses LinkedIn’s Sponsored Updates to engage its audience across four themes: brand, thought leadership, products and external trends. The company was able to tailor content and improve engagement based on each particular target audience and its responses, Legrand said. All this helped Lenovo achieve four times the post-level engagement rates when compared with display averages. Its brand favourability increased 17 per cent.
Financial-services company CPA Australia wanted to build awareness and drive engagement with university students, young, and mid to senior level professionals. It launched a Sponsored Updates campaign that delivered up to 4 per cent engagement, the company’s highest level of ongoing engagement, Legrand said.
Businesses will be able to filter their scores based on region and industry. LinkedIn will also offer recommendations on how to improve scores.
In addition, LinkedIn has introduced Trending Content or topics and articles that allows advertisers to see topics and articles that certain audiences are reading the most. Both products are available to customers with a LinkedIn account representative. LinkedIn plans to expand to broader access as client participation grows.