As brands seek newer ways of investing in content strategies in order to build relationships with their consumers, the likes of LinkedIn are looking to provide platforms that fit the bill. The year 2014 saw several marketers explore content marketing strategies for better engagement especially in the Middle East and LinkedIn has listed out the most influential brands through its Content Marketing Score.
LinkedIn used this Score along with rankings from other international markets to map the engagement that each brand’s organic and paid content generated amongst its 313 million members worldwide. LinkedIn measured the data with updates, employee activities, group discussions also giving brands to have a better understanding on how their content is performing along with recommendations for increasing its influence.
The first two ranks were taken by airlines – Etihad and Emirates with hotel group Jumeirah close behind. Elizabeth Selby, Head of Social Media, Etihad Airways, commented, “LinkedIn provides us with a unique platform to engage business travellers and relevant decision makers. We’re delighted to be recognized as the most influential brand in the region.”
The others in the list include Cleveland Clinic Abu Dhabi, EMAAR, Etisalat, National Bank of Abu Dhabi, Du, DAMAC and TASC Sourcing.
Jacob Thomas, Head of LinkedIn Marketing Solutions, MENA said, “The make-up of this ranking shows that social media is a significant focus for brands in the UAE. These brands are leading the way in using LinkedIn most effectively. The success of these brands highlights the impact of leveraging content on LinkedIn for effective engagement among the world’s largest professional audience.”