LinkedIn today introduced a Content Marketing Score (CMS), an analytics tool that it says quantifies a brands’ content marketing effort on LinkedIn.

With only 42% of B2B marketers considering themselves effective at content marketing, according to the Content Marketing Institute, LinkedIn has developed the Score to offer marketers the ability to measure member engagement by analysing social actions in both paid and organic activity.

Through this tool, brands will be able to quantify their content marketing efforts, benchmark themselves against their peers, and guide their strategy based on what they’ve learned.

LinkedIn is also introducing ‘Trending Content’, a ranking of topics that resonate with a brand’s target audience. Brands can see which topics matter, and which members are sharing the most content on any given subject.

The new tool comes into effect today.