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LinkedIn’s Content Marketing Score: A New Tool for B2B Brands

LinkedIn’s Content Marketing Score: A New Tool for B2B Brands

Do you know the old saying, “Half of my advertising works, I’m just not sure which half?” That saying may no longer apply in the Content Marketing arena.

LinkedIn has recently rolled out a Content Marketing Scoring tool that lets users see who has engaged with their content – in other words, read the article or watched the video – rather than the number of users who have simply clicked on the headline but quickly moved on. As an added bonus, LinkedIn provides extensive demographic data that lets you understand exactly who your most engaged, interested users are.

Because LinkedIn is primarily a professional social networking site, most of the content marketing done there is on a B2B basis. Taking the time to regularly assess your Content Marketing Score and delve into the demographics of the people who are actually engaging with what your offer will allow you to see if the people you’re connecting with are members of your target audience. If they’re not, it’s time to take a step back and reconsider your content strategy. You may need to alter what you’re presenting to attract the right clientele, or it may be time to figure out how to capitalize on the interest people are currently exhibiting.

Another valuable aspect of the Content Marketing Scoring tool is the ability to test how well content performs on the many different platforms LinkedIn offers. You have many publishing options on LinkedIn, including LinkedIn Groups posts, company updates, employee posts, Sponsored Updates, and writers’ posts. It may be that you have an audience in one arena while other content goes unnoticed. Obviously, you’ll want to concentrate your efforts in the area where you’re getting the highest rate of meaningful engagement.


If you want to make your LinkedIn marketing more effective, but aren’t sure where to start, give us a call. We’ve got a team of world-class content developers and social media strategists who can help you connect with your target market quickly and effectively!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Specialties:
Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Platforms/Tools:
Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress

Analyst/Strategist

Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Specialties:
Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Platforms/Tools:
Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office