LinkedIn has today launched its new analytics resource, Content Marketing Score, and a Trending Content function with both designed to “quantify your content influence” and enhance relevance on the professional network.

In a blog post LinkedIn said the Content Marketing Score (CMS) was created based on research which revealed 93% of B2B marketers use content marketing but only 42% believe they are effective at it.

“We know that for brands, building relationships through a content strategy is a marathon, not a sprint; it’s a fact of content marketing,” the network said.

“You need a long-term view that requires you to be truly helpful to your customers in order to be relevant to them.”

CMS will give marketers insight into the impact of their paid and organic content on LinkedIn by measuring unique engagement divided by target audience.

A statement said the score will allow brands to “quantify their content marketing efforts, benchmark themselves against their peers, and guide their strategy based on what they’ve learned”.

For more information on CMS and Trending Content, which ranks the topics which are resonating with a brand’s target audience, see LinkedIn’s post here.

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