LinkedIn first gained traction as a way for people to connect with other professionals, find job opportunities, and network. But soon the landscape started to shift, and brands saw an opportunity to share unique, valuable content with an engaged and passionate professional audience.
At Salesforce, LinkedIn is an important part of our content marketing and social media strategy, and we work hard to ensure that the content we’re delivering is not only educational, fun and inspirational, but is also well-received by our audience. That’s why we’re so proud to be named one of the top 10 most influential brands on LinkedIn!
To determine which brands ranked among the top 10, LinkedIn calculated a Content Marketing Score by measuring the ratio between the total target audience and the unique users that engaged with the content over the course of six months. Other top brands include tech companies such as Microsoft, Google and IBM, as well as media companies, including Forbes, Harvard Business Review and Inc. Magazine.
Want to boost your own company’s LinkedIn presence? Here are some of the key takeaways LinkedIn found from the top 10 influencers:
Employee sharing is a huge boost: 99 percent of top global brands have employees sharing content with their networks. Encourage your employees to share regularly and keep them up to date on your latest content by using email digests that can give them a quick-hits of your new posts. Employee engagement is a win-win — your content reaches new audiences, while your employees can build their reputations as influencers.
All of the top brands post an average of 12.6 updates a week — that’s at least 1-2 posts a day. By utilizing a content calendar, you can ensure that your company has a steady stream of shareable content throughout the month.
But creating and sharing content is only the first step of the process; it’s also increasingly important to be measuring the success of the content. Shares and views are certainly a good place to start, but there are other equally, if not more important metrics that are often overlooked.
That’s why we created an e-book that goes into detail about how to create a killer content strategy and includes insights from some of the biggest names in content marketing. Want to be on LinkedIn’s top 10 list next year? Here’s a great place to start.