Earlier this month LinkedIn rolled out a new analytics tool for their publishing platform. This is great news for anyone who has, or will, publish content via the self-publishing tool. This week’s Friday Five shares five insights, and actionable tips, for how to leverage them.
1) Where Traffic Comes From
Now LinkedIn publishers (that’s you) can see where their readers come from. Do they arrive on your content from LinkedIn Pulse, Google searches or from posting in Groups? Knowing where traffic comes from is important. It provides insight for how you should focus future efforts when trying to drive more traffic to your content. For example, if you notice most of the traffic comes from LinkedIn Groups it might be wise to increase the number of groups you post to.
2) What Content Resonates
Ever wonder what content resonates most with your audience? LinkedIn analytics shows you stats for each of your posts (going back 6 months). Simply select the post you want analytics for and you can view how many visits it received. You can even change date ranges to get even more data. Once you know what content performs the best you can craft similar articles to continue the success.
3) Who You’re Reaching
Knowing your audience is imperative for a number of reasons. For starters, are you even reaching the people you want to engage? The new Demographics Element feature reveals a lot of valuable information about who is reading your content including; top 4 industries, top 4 job titles and top 4 locations. Use this knowledge to discover if you’re reaching the right audience and make adjustments accordingly.
In addition to having access to who views your content, you can now see who engages with it (likes, comments, and shares). This creates a huge opportunity for outreach and relationship building. Now you can see exactly which LinkedIn members have engaged with your content. Once you have access to this information you can reach out to those who have taken the time to engage. Thank them, answer questions, and reciprocate by engaging with their content.
5) Revive Old Content
Reviewing analytics tells you a lot about each piece of content. If you’ve noticed a particular post performed well, reached the right audience and garnered good engagement it might be wise to revive that content in the future. This can be especially helpful when you don’t have time to create fresh content. Use your new analytics to help you decide which pieces of content should be republished, revamped, or simply left behind.
LinkedIn’s new analytics tool provides even more reasons why you should be publishing content on their platform. The insights you can gain and relationships you can build are invaluable. To see if you have access go here: LinkedIn Pulse.
Originally published May 15, 2015, updated Aug 27, 2020