The Content Benchmark helps you understand what types of LinkedIn content are performing across Latitude’s broader publishing dataset. It highlights patterns in topics, post structure, format, timing, and engagement so you can make more informed decisions about what to test next.

The Content Benchmark is designed to inspire content experiments. It does not guarantee that the same approaches will perform equally well for every audience or account.

What the Content Benchmark Is

Unlike the Analytics Overview, which shows performance for your own connected accounts, the Content Benchmark uses anonymized, aggregated publishing and analytics data available across Latitude.

The benchmark covers a rolling 28-day period. The date range included in the current report appears beneath the LinkedIn Content Benchmark heading.

Availability

The Content Benchmark is available only on certain Latitude plans.

If you do not see the Content Benchmark tab within Analytics, the feature may not be included in your current plan.

How Benchmark Data Is Created

Latitude analyzes eligible LinkedIn posts and groups them based on characteristics such as:

• Topic

• Post structure

• Content format

• Post length

• Opening style

• Day of publication

Posts containing protected vocabulary are excluded from shared benchmark calculations.

The benchmark is shared across eligible Latitude users. It is not personalized to your individual account, audience, or industry.

Reading the Benchmark

The top of the report provides a summary of the data included in the current benchmark period.

Summary Metrics

Posts Analyzed
The total number of eligible posts included in the report. A secondary number shows how many of those posts have performance data available.

Impressions
The combined number of impressions generated by posts in the benchmark, along with the available stored member reach.

Engagement
The total engagement generated by analyzed posts and the average engagement rate across the dataset.

Median Post
The midpoint of post performance within the dataset. This helps show what a typical post achieved without allowing a small number of unusually high-performing posts to distort the result.

Each summary metric may also display a percentage compared with the previous benchmark report.

Current Read

The Current Read section gives you a quick summary of the strongest patterns in the current dataset.

It identifies the leading:

• Post-length range

• Content format

• Topic lane

• Opening style

These findings are generally based on average impressions. They may change as new posts and performance data enter the benchmark.

Exploring Performance Patterns

The tables below the Current Read section provide a more detailed breakdown of how different content characteristics performed.

Topic Lanes and Post Structure

Topic Lanes groups posts by the main subject they discuss, such as sales and revenue, operations, artificial intelligence, product, or general business insights.

Post Structure groups posts based on how the content is organized, such as:

• Insight statements

• Lessons-learned stories

• Question-led openers

• Lists or frameworks

For each segment, Latitude shows:

• The number of posts analyzed

• Average impressions

• Engagement rate

Use both impressions and engagement when reviewing a segment. A category that reaches more people does not always generate the strongest interaction rate.

Format and Timing

The Format section compares the performance of different publishing formats, including text-only posts, image or media posts, and video.

The Timing section compares posts based on the day of the week they were published.

These results reflect the shared benchmark dataset. They should not replace the account-specific scheduling recommendations or performance patterns shown elsewhere in Latitude.

Recommended Experiments

The Recommended Experiments section turns the strongest current patterns into practical ideas you can test in your own content.

Recommendations may suggest experimenting with:

• A different post length

• A specific topic or content lane

• A new post format

• A repeatable topic series

• A different style of opener

Treat these as testing ideas rather than fixed rules. Your audience, voice, subject matter, and publishing history may produce different results.

Refreshes, Baselines, and Limitations

Refreshing the Report

The Content Benchmark refreshes automatically. The date of the next scheduled refresh appears in the upper-right corner of the page.

You can also select Regenerate to generate an updated report using the latest available data.

Newly published posts or recently updated analytics may not appear until the underlying data has been collected and the benchmark is regenerated.

Understanding the Baseline

The percentage shown as vs baseline compares the current report with the previously generated benchmark report.

The baseline is not a fixed LinkedIn industry standard. It changes as Latitude collects new publishing and performance data.

How to Use the Findings

The Content Benchmark is intended to provide directional guidance.

Use it to:

• Identify patterns worth exploring

• Generate new content ideas

• Compare different content approaches

• Build structured publishing experiments

• Challenge assumptions about what performs well

For the best results, compare benchmark findings with your own account analytics. What performs well across the broader Latitude dataset may not be the strongest approach for your specific audience.