Content marketing is getting even more competitive, as Linkedin rolls out two news tools intended to help brands improve their content creation efforts.

Within the past year, LinkedIn has made strides toward becoming a go-to content marketing platform for businesses. It’s now pressing aggressively onward by introducing “The Dynamic Duo,” a pair of analytics tools that will help brands evaluate their content’s performance and spot relevant topics that are about to hit it big.

LinkedInadds the Content Marketing Score tool to help brands measure their strategies.LinkedIn created these tools with the goal of giving companies insight into the impact their posts have on LinkedIn and how effective the content is at reaching audiences. The content score tool will provide numbers about audience member engagement as well as benchmarks about how competitive a business is compared with others in their industries. The trending content tool is precisely what it sounds like – a platform that can help businesses identify ideal topics for their content that are in high demand. (Sounds a little similar to Facebook, which recently copycatted Twitter.)

LinkedIn adds Trending Content toolAs LinkedIn builds new technologies that make content marketing and social distribution even more seamless, companies will have renewed motivation to use the platform as more than a place to find new jobs or employees. This could ultimately turn into a mutually beneficial cycle, providing professional users with a reason to stay for more than a passing glance and giving companies more time to woo them with compelling messages. Plus, it would dispel the idea that LinkedIn is at all inferior to other sites that have traditionally made it a mission to give members the web content they crave on demand.

Want to know more about LinkedIn’s value for social media marketing? Read our social strategist’s blog explaining its key benefits and advantages.

Lauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.