LinkedIn has unveiled the most influential brands among the website’s seven million members in Australia. Turns out the banks are the most influential in developing content marketing strategies.
The ranking is based on LinkedIn’s Content Marketing Score, which is calculated by measuring a brand’s unique engagement and dividing it by a brand’s audience. The rankings show there are a few key sectors that are excelling in developing engaging content marketing strategies.
The Australian Institute of Business ranked as the most influential brand among LinkedIn members in Australia followed by Telstra which has over 107,000 followers on LinkedIn.
The 2015 top 10 most influential brands amongst Australian LinkedIn members:
1. Australian Institute of Business
3. Commonwealth Bank
5. National Australia Bank
6. Deloitte Australia
7. CPA Australia
LinkedIn has used this data to identify the behaviours and activity that boost content engagement. The most effective brands use a mix of reach, frequency and engagement to boost engagement on LinkedIn. In addition, they are encouraging their employees to act like influencers and boost the reach and engagement of their content by sharing it with their contacts.
- 99 per cent of the top global brands have employees sharing their content to their networks
- 97 per cent of the top global brands have employee posts contributing to their content efforts
- 99 per cent of top brands regularly share updates on their LinkedIn Company Page
- 73 per cent of top brands are utilising Sponsored Updates
- All of these top brands post an average of 12.6 updates per week
Commenting on the top ten list, Matt Tindale, director of marketing solutions, LinkedIn ANZ, said: “Today’s professionals are consuming diverse forms of content. The brands achieving cut-through are developing high-quality content that is personalised to their audience’s interest areas and are humanising it by getting their employees to amplify it through their networks. Brands that get content, context and relevance right at scale are winning.”
As the leader in the list, Joel Abraham, Joint-CEO, Australian Institute of Business, said, “LinkedIn is the perfect platform for our community members to connect, engage, interact and learn. The Australian Institute of Business is committed to providing valuable content to our students, graduates and the broader business community seeking to further their personal and professional lives.”