Dive Brief:
- LinkedIn has launched a new set of insight tools to help brands become better publishers and maximize their content on the site.
- The professional network will now start assigning content-marketing scores to help brands gauge how their posts are performing on various parts of the site.
- Advertisers will now also be able to see "trending topics" that are performing well with specified groups — like a post that is particularly popular with IT decision makers, for example.
Dive Insight:
The new insight tools serve as both a service to brands and another way for LinkedIn to boost advertising revenue. Even though the tools are currently free, they are currently only available to brands that already have a LinkedIn account representative. LinkedIn's idea is that once brands are able to see that sponsored updates or other ads on the site are performing well, those brands will be inclined to spend more on the ad product.
