LinkedIn’s content marketing score underpins our post today, as it shows just how important user engagement is in digital marketing. The release of the score comes after Facebook’s insights and its engagement counter, which has made advertising on the platforms more quantifiable. Today, we will take a look at the release of the latest LinkedIn product, as well as how you can boost engagement levels and develop content that audiences want to read.
LinkedIn’s Content Marketing Score
LinkedIn’s content marketing score has given marketers an opportunity to determine how effective their efforts at engaging users are. Meanwhile, news from the Content Marketing Institute reveal that although 93% of business to business marketers are using content marketing, only 42% think they are any good at it.
LinkedIn’s latest offering, the content marketing score, offers business to business marketers a chance to measure the impact of their paid and unpaid content on the platform. The new system provides insights into audience engagement with regards to company pages, sponsored updates, employee updates, LinkedIn groups, and influencer posts. Based on this, LinkedIn will provide you with a score.
The Rise Of Google Plus
The year 2014 has been pegged to be a big year for Google Plus, which has remained somewhat inactive when compared to the massive success of its social counterparts. Not surprisingly, users are used to searching when on Google, not socializing, but this year Google has rolled out some of its own changes to encourage participation, such as Author Rank. Brafton.com reports,
Google+ is a lot more popular than most people think. In fact, it’s been growing so steadily in size and scope under most people’s noses that its level of adoption may come as a shock. In a survey of 60,000 users, 22 percent of them were regular Twitter users – 22 percent were also active on Google+.
Also of interest is the fact that content on Google Plus is as engaged as that on Facebook. The fact that it has always been so data driven is what has made Google a popular platform for online advertisers, and Plus is no different. Even more important is the fact that Facebook and Twitter posts cannot be indexed by search engines, whereas Google Plus posts can. This makes it an essential tool for both search engine optimization and social media marketing.
So now that you know which channels you need to be most active on this year, how exactly do you develop content for them? We all know how important content is but it can be difficult to come up with novel ideas that will catch attention. Here are some ideas to keep you inspired.
LinkedIn And Business To Business Marketing Tips
News and current affairs change all the time, so your local headlines can be the very inspiration and spontaneity you might feel are lacking in your strategy. If you represent a finance company, economic data will be essential for the success of your content. If you need content for retail, local trends and fashions can provide an endless source of inspiration.
Another way to keep ahead of trends is to interview other business owners. Sujan Patel recommends using mentors and business leaders you look up to, to share their ideas:
Some business owners are shy (or overly-protective) about sharing their successes, but most of us like to get out and share our thoughts with others. As a result, there are tons of these inspirational conversations on sites like Youtube or Mixergy. Check them out and get ready for the content ideas to flow!
If you are too shy or don’t have the time to do this, reading books about business may also inspire you. The point is, if you are running shy on ideas it is probably a good time to step back from the computer and take some inspiration from the real world around you.
Creative Ideas: How To Top Up The Reserves When You’re In A Team
If you are required to be creative in a team and on a deadline, you may find it more difficult to keep coming up with new ideas. And, if you are in the business of trading ideas, you’ll need to make sure you’re always one step ahead. Moz.com recommends dedicating a separate space, as working in the same space can inhibit brain connections:
What your brain is looking for, in simple terms, is to “loosen up.” This is because our brains look for new experiences and stimulation and will work at their most creative when the three main areas known to be involved in idea creation are at their most relaxed.
For those working in a team, creativity can be easier to muster when you call for a brainstorming session. If more than one person is responsible for content generation, you can bounce ideas off one another, or have a briefing session to align everyone’s creativity.
A/B Testing Creates Content Ideas Of Its Own
Of course, the ultimate gauge of how effective your content really is, lies in the success of your goal completions. And, to help you get there, you need an effective call to action at the end of each content piece you publish. Marketingexperiments.com ran an experiment to see which calls to action were most successful among their readers. They found “get started now” resulted in the most clicks, at 21.98%, followed by “start free trial” (19.66%), “get started” (18.22%), “start here” (17.68%) and “try now” (14.45%).
The results show how subtle variations can make a difference in conversion rates and how changing words around can actually improve results. It also highlights the importance of running A/B testing and also shows that you can reuse content in different ways to get different results.
Continually looking at your data and insights can tell you more about what your readers want and, in so doing, you can continually improve pieces for better conversion results.
If you can keep an eye on what your readers want and ensure you are providing them with content they want to consume, your digital marketing strategy will run smoothly. Metrics, current affairs and testing will keep you at the fore and enable you to keep up with your users’ needs.