We’re excited to announce the European launch of The Native Newsroom, a new service for clients that will help them effectively engage their target audiences through content marketing.
Developed with LinkedIn, the world’s largest professional network, The Native Newsroom was launched to FleishmanHillard’s U.S. clients in April, and a version optimised for the EMEA regions will now be available to clients in Europe, the Middle East and Africa.
The service enables brands to more easily produce effective content, or content designed to engage, educate or inspire specific audiences. In this case, relevant articles and thought leadership targeted at professionals on LinkedIn. By analysing which topics are trending over time, the service will help brands understand what topics will resonate best with target audiences tomorrow.
The Native Newsroom combines LinkedIn’s professional audience and context with FleishmanHillard’s insight-driven communications approach, and the value of brand journalism via preferred content partners such as Freshwire and Specialist.
The service is designed to meet the demand among more and more brands looking to take advantage of the growing trend of content marketing, and supports brand communications goals from awareness and education to lead generation. More and more brands are employing content marketing to support a range of activities from product launches and marketing initiatives to corporate communications and reputation management campaigns across B2B and B2P (business to professional).
“Over the past several years LinkedIn has evolved from a recruiting and online CV service to the place where professionals seek business information, professional content and network connections. Working closely with LinkedIn, we’ve developed a service that will enable companies to better align their communications objectives with the power of the LinkedIn platform,” said Joshua-Michéle Ross, FleishmanHillard’s Head of Creative Strategy, EMEA.
Using LinkedIn’s Content Marketing Score & Trending Content analytics, The Native Newsroom allows clients to continuously optimise performance by regularly measuring audience engagement. Brands can benchmark their content against their competitive set, and highlight articles that trend over time among target audiences. Specific features include:
- Access to a full content studio, brand journalists and audience management teams specialising in B2B communications, professional and corporate graphics, and video and written editorial.
- A LinkedIn-based content marketing campaign that can integrate with native, social and sponsored ad networks to effectively place relevant content in front of key audiences.
- Benchmark analytics that assess audience awareness and perceptions, as well as campaign goals as they relate to overall business performance.
- Performance-related and predictive content analytics to understand what will resonate best with target audiences tomorrow.
Content marketing expertise is integrated into The Native Newsroom™ through Freshwire, a FleishmanHillard service and a LinkedIn preferred content partner.