Welcome to Content24. Why is it different? Because it’s a digest of the stories that have made an impact over the past 24 hours, and not just a platform for recycled content marketing. Today we’re looking at LinkedIn’s top tech brands and more debate on content
LinkedIn has announced its most influential content marketing technology brands, according to its content marketing rankings system.
It’s worth noting that when LinkedIn unveiled the overall top 10 earlier this year, six of them – Microsoft, Domo, IBM, Hewlett-Packard, Google and Salesforce – were in the list.
No surprise then that they feature heavily in this one. Microsoft, IBM and Google take the top three places. Oddly, some of those mentioned above have other brands in front of them, for example Oracle over Salesforce.
The measurements relate to the companies’ engagement on LinkedIn rather than their own platforms alone. Key traits of the best performers are employees posting and sharing on LinkedIn, posting updates on LinkedIn and, of course, sponsored updates.
What may provide a better indication of success – or what LinkedIn would like you to do – is shown through this stat. The top 10 averaged 46 updates a week; the next 15, only 22.
Brand Republic seems to have been doing well in terms of bringing in comment pieces about content. Adland seems to be getting is knickers in its twist over ‘content’. ThBut Adland is getting its knickers in a twist over the subject. The first says content is not important, it’s all about the delivery method. The second states the opposite.
A third, Sue Unerman, chief strategy officer at MediaCom, falls somewhere between the two. Writing in Campaign, she takes the view that anything can be content, be it an ad or a tweet.
After a few reads it is still unclear exactly where she stands. Perhaps the following quote underlines the writer’s position.
“All advertising is brand content in a certain established – usually paid-for – format. But not all brand content is advertising.”
The comment itself is indicative of how the ad industry trying to come to terms with the declining importance of brand advertising.