Notes: Forbes tops the list of “most influential global brands” on LinkedIn, based on LinkedIn’s “Content Marketing Score,” which quantifies and benchmarks the influence companies have on LinkedIn through their content marketing. The World Economic Forum and Inc. Magazine follow, with Microsoft and Financial Times rounding out the top 5. The list is heavy on publishers and technology companies, which together make up 9 of the top 10. LinkedIn notes three practices that are common to the leaders:
- “They continually update users on industry news;”
- “They release new and engaging content tailored to specific audiences;” and
- “They add their voice to relevant conversations that their audiences care about.”
Related: Debrief: Reaching and Influencing B2B Buyers and Decision-Makers
About the Data: The Content Marketing Score is calculated by measuring unique engagement (gauged through social actions) with Sponsored Updates, Company Pages, LinkedIn Groups, employee updates, and Influencer posts (if applicable), divided by total target audience. The single score is then ranked against a competitive set. More details can be accessed here.