Recently LinkedIn shared that “The Content Marketing Institute surveyed B2B marketers and found that while 93% use content marketing, only 42% consider themselves effective at it.” As a result of this study, LinkedIn launched two tools to support progressive marketers with their content marketing strategies: LinkedIn’s Content Marketing Score and Trending Content tool.

Here at DMA, we’ve come to find that quality content is the driving force behind successful marketing campaigns for ourselves and many of our clients. We’re excited about LinkedIn’s new marketing tools and hope fresh produce marketers engaged on LinkedIn will now feel more empowered to measure their success on this social network!

How the Content Marketing Score Works

Essentially LinkedIn’s Content Marketing Score is another analytics resource for measuring your LinkedIn performance. The score measures the impact of your organic and paid content shared on LinkedIn and is calculated by dividing unique engagement (or social actions) by your total target audience.

The tool takes content shared through Sponsored Updates, Company Pages, LinkedIn Groups, employee updates, and Influencer posts all into account to provide the score and even ranks it against your competitors. LinkedIn also provides recommendations to increase your score.

In short, this tool will provide benchmarks to increase reach, frequency, and engagement. By tracking performance on a monthly basis, produce marketers have an opportunity measure their B2B content performance and will be equipped with recommendations to modify their content to heighten engagement on LinkedIn.

How the Trending Content Tool Works

The Trending Content tool ranks topics that greatly align with niche audiences on LinkedIn. You can see trending topics within certain industries and the top articles associated with them ranked by engagement.

Right now, trending content is broken into these topic categories: automotive, executive, financial services, health and pharmaceuticals, high-tech, IT, marketing, small businesses, students, and venture capitalists. Fresh produce marketers can use the marketing category to see what marketers in various industries are buzzing about and glean best practices and ideas on how they themselves can grow. And, although there is no fresh produce or food industry specific category (YET!), we recommend spending time exploring the health category to gain consumer insights into healthier eating trends and habits that can supplement your promotions.

The Content Marketing Score and Trending Content tools are currently available upon request to users with account representatives, so if you are a fresh produce marketer heavily engaged in a LinkedIn strategy to grow your business, these tools are for you.

Looking to improve your LinkedIn personal brand and company presence? Download LinkedIn for Produce Professionals!