In India, Tata Consultancy Services tops the chart with Wipro, HCL Technologies, Franklin Templeton India and Infosys following. Tech Mahindra, Bajaj Finserv, Biocon, Mindtree and Bharti AXA General Insurance occupy the remaining spots.
Amongst the top 10 most influential brands globally, publishers such as The Wall-Street Journal, Financial Times and Mashable make up half of the list, underscoring the value of content in engaging customers.
Some of the practices they all have in common, which other brands can take away, are: continuous industry news updates to users, regular release of new and engaging content tailored to specific audiences, relevant conversations that their audiences care about.
According to the company statement, "Marketers are increasingly looking to measure and benchmark their content marketing efforts against competitor brands. The top brands, as per the CMS score, have clearly taken advantage of the platform's offering and enhanced their relevance and influence."
LinkedIn's CMS, which can be analysed at any point throughout a company's campaign, measures member engagement with sponsored updates, company pages, LinkedIn groups, employee updates, and influencer posts. A single score is then calculated and ranked against the company's competitive set.