The Thought Leadership Index

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I have spent my last five years at LinkedIn, leading a 250-people team that expanded our presence across Europe, Middle East and Africa. During that time, me and my teams have helped hundreds of clients in over 46 markets, to successfully activate LinkedIn as a marketing channel.

 

One thing that I learnt early on was that there is a big difference in the type of content companies produce to attract their audiences on LinkedIn. Looking closer, it was also possible to discern a pattern, where certain type of content always seemed to produce much better results. To be clear, the right type of content on LinkedIn, can generate a factor of 3-8x better results on advertising. Think about it: let’s say you spend 100,000 USD on LinkedIn advertising in a year. There is a big difference if that marketing spend generates 500 leads, or 2,500 leads for you.

 

At Markick, we have transformed this insight into something we call the “Thought Leadership Index”. We have taken a scientific and analytical approach, and analysed more than 1,000 campaigns on LinkedIn, to be able to classify the content based on results. In addition, we have conducted two large independent surveys, to better understand what makes certain content perform and resonate with audiences.

 

On the back of that analysis and database, we can now offer you the Thought Leadership Index Service. With this service, we do a deep dive into the content of both you and your named competitors, and give you a clear benchmark of how you rank, what of your content works and does not work, and why. We do the same for your competitors, to allow you to better understand them.

 

We also give recommendations to help you produce better content in the future. In addition to the first deep dive analysis, we can continuously monitor your content and your TLI, to help you stay on track, and to quarterly give you a KPI to measure your output against.

 

If this sounds interesting to you, please contact us or one of our partners, and we are happy to tell you more.

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Fredrik Bernsel, MD