With more than 300 million users, LinkedIn is one of the fastest-growing social networks. Yet for many people, LinkedIn functions mainly as a digital résumé. The platform has the numbers, but now it’s turning its focus toward user engagement.
Simultaneously, content marketing teams are looking for better methods to track engagement on social media.
The Content Marketing Institute reports that 93% of B2B marketers are using content marketing, but only 42% believe they’re effective at it. Brands are often unclear about who their audience is, what’s valuable to them, and how to deliver that value consistently.
They’re also tracking data that isn’t actually relevant. “Likes,” clicks, and favorites aren’t indicators of genuine engagement — especially for B2B brands.