LinkedIn Adds Great New Analytics for Content Marketers
DIY Sprocket Solutions
A large majority of social media networks are following the trend and becoming publishing platforms. Users are taking advantage of the opportunity to publish their original content to propel readers back to their own sites, businesses, products, etc. Social media marketing and content marketing are very much merged at this point. Platforms, like LinkedIn, who are encouraging content marketing with features like LinkedIn Pulse are also adding better analytics for publishers to able to better target readers and to have the ability to adapt their content to the preference of those readers.
LinkedIn is now offering users that are publishing content on its platform a full suite of analytics. Previously, LinkedIn content analytics consisted of a content marketing score for business to business marketers as well as some information on trending content. That was really all. The new analytics are completely updated and improved. They provide users with demographic data on their readers (including breakdowns for specific industries). This demographic data includes job titles, locations, and traffic sources. They also provide data on likes, comments, shares, and pageviews. This is a much more in depth view of readers for content marketers on LinkedIn than what they had previously.
A few limits:
The analytics give details only on posts that were made within the last six months. This isn’t a huge deal for most, but it really depends on how you are using your analytics if you feel that you need a more lengthy detail. The new analytics also only provide data on logged in LinkedIn users, but it does identify each of those users. However, as many of us do, when we’re browsing and reading articles online we’re not always logged in to our different social media accounts and therefore you may be missing the opportunity to track a large chunk of your readership.
All in all though, this is a huge improvement for content marketers using analytics on LinkedIn. With this new information, publishers will be able to target their content to readers much more effectively and this new targeting will provide them the tools to tweak and change what they need to in order to have a successful campaign.
Anyone using LinkedIn's new analytics? What do you think? Comment below!