Abstract:

B2B marketers ranked content marketing as the number one initiative that will have the most impact on their business in 2016 (Regalix, 2016). With the move towards content marketing in B2B continuing, the question of measurement becomes increasingly significant. As the world’s largest professional network with more than 400 million members in over 200 countries, LinkedIn is the leading player in the B2B marketing space and increasingly, in content marketing. Measuring the effectiveness of content marketing is a key focus for LinkedIn. In this session, there are two methods of measurement presented: LinkedIn’s proprietary ‘Content Marketing Score’ and content effectiveness research studies. Both of these provide crucial metrics and actionable recommendations for marketers. Opportunities in measurement remain and we will also consider potential next steps for LinkedIn and content marketing.