Content marketing is an increasingly important tactic, and many marketers it is the most important digital trend for 2015. LinkedIn recognizes this trend and has been working to better tools for marketers using the platform. One such tool is the Content Marketing Score, and an infographic from Linkedin shows which global brands have ranked highest since the score launched last year.
The data was compiled by looking at six months of the activity of companies’ content marketing efforts on LinkedIn. The Content Marketing Score is based on a number of factors including company page updates, employee shares, Sponsored Updates, activities in Groups and Influence, and employee posts through the LinkedIn Publishing Platform.
The top 10 were mostly technology companies like Microsoft, IBM, and Google. However business publications like Forbes, Harvard Business Review, and Inc. magazine placed high overall.
When examining individual countries, local corporations tend to get better traction than international organizations. KLM Airlines in Netherlands, L’Oreal in France, Ericsson in Sweden, and BP in the U.K. all placed higher than worldwide leaders like Google.
These top companies all exhibit similar traits that have brought them to the top, such as engaging employees in the content marketing process, and posting updates about their company. Other recent study data supports the notion that engaging employees can be powerful motivator for brand advocacy.
To see top brands in other countries, or to see data on the habits of the most successful brands, view the infographic below.