Last year LinkedIn launched the Content Marketing Score and in turn identified the top 10 most influential global brands on LinkedIn. From Forbes, to the World Economic Forum to Mashable, all of these rose to the top when it came to content marketing efforts on LinkedIn.
As marketing professionals, LinkedIn often look to the trendsetters in the industry to understand how to improve upon our own efforts. In March, LinkedIn launched the Content Marketing Score to help marketers understand how influential their content marketing efforts are compared with competitors and provide them with recommendations on how to improve their standings.
It’s been even bigger this year for brands and we are excited to share the top 10 most influential brands on LinkedIn for 2015. Notable and new to the list this year are Domo and EY, both of which are at the forefront of the content marketing revolution, effectively leveraging the LinkedIn platform to establish themselves as true thought leaders in the digital world.
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A brands’ Content Marketing Score is calculated by measuring the ratio between the total target audience and the unique users that engaged with the content. With last year’s list, LinkedIn examined brands’ ranking as a moment in time (one month of content). This year, comparatively, we increased it to a six-month window for a more comprehensive view into their content marketing efforts and they’re always-on strategy.
What do all of these brands have in common? See below for key practices:
- 99% of the top global brands have employees sharing their content to their networks
- 97% of the top global brands have employee posts contributing to their content efforts
- 99% of top brands regularly share updates on their Company Page
- 73% of top brands are utilizing Sponsored Updates
- All of these top brands post an average of 12.6 updates per week
What do these stats all mean? Basically these brands are utilizing a mix of reach, frequency, and engagement to influence their score. They are encouraging their employees to share and post content on LinkedIn, thus allowing them to act like influencers and boost the reach and engagement. Additionally, they are posting frequently and in a timely manner in a way that is relevant to their audiences.