This document discusses content marketing and provides examples of different types of content that can be created. It introduces the four main content marketing archetypes: the poet, the professor, the preacher and the promoter. The poet creates content that sparks conversation and challenges beliefs by promoting a brand's values. The professor focuses on thought leadership and expertise through mentorship and data-driven research. The preacher shares news, trends and how-to guides for micro moments. The promoter generates case studies, covers events and includes product calls-to-action for conversion goals. The rest of the document provides more details on each archetype and examples of companies exemplifying different styles of content.

1. Content
Marketing
April 2020
Natasha Salleh Mani Nafde
Janani
Sundararajan
Santosh
Krishnamoorthy
HarrySingh Nachiket Deole

2. 1
What is
Content
Marketing?
Times of
Uncertaint
y
LinkedIn – TrustinFour
Content Marketing
Archetype
s
2 3
4
Conversation
Ads &
LinkedIn
Live
Agenda

3. Your Opinion Matters
Go toslido.comand
enter the event code:
#socialbeat

4. USA
165M+
Canada
16M+
LATAM
95M+
Europe
206M+
MENA
31M+
South Africa
7M+
India
62M+
China
48M+
Australia
10M+
Worldwide
675M+
APAC
179M+
India
62M+
The World‘s Largest ProfessionalNetwork
Singapore
2M+
Pakistan
7M+

5. Professionals engage withpurpose
– and withcontent
9 billion
content impressions /
week
15X
content vs job
postings in thefeed
(YOY 100%+Activity)
57%
mobile
45min
/ month / member
on average
(Comscore source)

6. What is
content
marketing?

7. Content Marketing is
not a marketing
tactic; it is a strategy
to adopt the mindset
of a publisher

8. It is your
brand
becoming
the
newspaper;
not the ad in
the

9. Convinces &Converts
Traditional
Marketing and Advertising Models
Only Converts
Campaign BasedExecution
Goals that capture immediateopportunities
Content that creates demand on Products
Targeting to only attract product customers
Content that focus on the brand and itsproducts
Content Marketing
Publishing Model
Always On (like a publication)
Goals that capture immediate opportunitiesand
influences futureopportunities
Content that creates demand forvalue aroundthe
brand
Targeting to attracts both customers and
subscribers/community to the topic
Content that focuses on the needs and values
important to the audience

10. Convinces & Converts
B2B
Create trust
Deliver education, trust, value
Content
Marketing
Longer Sales Cycle
Buyer journey is usually longer than a
campaign
Builds trustand makes them a better
professional
Decision maker and buyingcommittee
Expect a partnership, nota transaction
Publishing Model
Always On (like a publication)
Goals that capture immediateopportunities
and influences futureopportunities
Content that creates demand forvalue
around the brand
Targeting toattracts both customers and
subscribers/community tothe topic
Content that focuses on the needs and
values important tothe audience

11. The BenefitLadder
The Benefit Ladder is a technique to
help us get tothe heart ofwhat itis our
customers want.
Itis the articulation of‘value’ that can
shape yourgo-to-market messaging
around a newproduct.
Emotional = Content Marketing
Functional = Branded Content /
Advertising
Product = Advertising

12. Gated vsUngated
Source: LinkedIn, NurturingtheIT Committee Lead
37
%
75
%
of tech buyers are
less likely to
consider
a vendor that gates
the first piece of
content
of tech buyers are
less likely to
consider a vendor
that gates all
content

13. Content on LinkedIn is
notjustabout your
client’s products or
services.
Our members use ourplatformto
become more productive and
successful professionals.
All content on LinkedIn should
worktobe helpful to members.

14. LinkedIn’s
Focus on
Trusted
Content

15. Q1. Why do you typically use each of the sites/apps below?
Be entertained
Stay up todate with friends
Improve my financial status
Learn fromleaders and experts
Manage my lifebetter
Improve my career
Search fornew opportunities
8%
15%
20%
40%
17%
59%
55%
60%
77%
7%
13%
10%
13%
21%
51%
30%
11%
21%
10%
17%
17%
LinkedIn Facebook Twitter
Consumers approach platformswithdistinct intents
People come toLinkedIn toachieve theirambitions, notjusttobe entertained

16. Source: Business Insider Intelligence Digital TrustReport, July 2018
LinkedIn istheright environment

17. Withthe
right
engageme
nt
+57%
+50%
2x
growth YoYin
mobile sessions
growth YoYin
newsfeed engagement
growth YoYin
social engagement
Source: LinkedIninternal

18. Anews destination
forthe right
audience

19. Platform Trends
Howis the
conversation on
COVID-19
showing up on
LinkedIn in
APAC?
Action
:
Around 9% of all conversation on LinkedIn are
topically related toCOVID-19
Remember thatmembers come toLinkedIn witha
purpose. On mattersrelated tocoronavirus, think
about howare you helping thembecome more
productive and successful intheir roles
Source: LinkedIn internal data;
2%
1%
0%
3%
5%
4%
6%
8%
7%
9%
10%
1-Jan 4-Jan 7-Jan 10-Jan 13-Jan 16-Jan 19-Jan 22-Jan 25-Jan 28-Ja n 31-Jan 3-Feb 6-Feb 9-Feb 12-Feb 15-Feb 18-Feb 21-Feb 24-Feb 27-Feb 1-Mar 4-Mar 7-Mar 10-Mar 13-Mar 16-Mar
%of Poststopically related to coronavirus

20. Companies inthetechnology, financial services and marketing industriesare
actively contributingtotheconversation related to COVID-19
LinkedIn Internal Data – Dec ‘19 – Mar ‘20 - Top 10 Industries mentioning Coronavirus in their updates (sponsored and organic)
10%
5%
4% 4%
3% 3%
3% 3%
2% 2%
information technology and services financial services marketing andadvertising non-profitorganization management management consulting accounting educationmanagement hospital &healthcare internet computer software
Top Ten industries mentioning Coronavirus on their with company updates
(APAC)

21. Are we seeing an increase insearches for“Remote Work”?
Rising trendinsearches for
‘Remote work’in APAC
As companies starttoencourage work-from-home
arrangements, both employees and employers are
adjusting tothisrelatively novel concept and searching for
expert advice toensure productive remoteworking hours.
A deep dive intoLinkedIn’s data showsa sharp spike in
searches for“remoteworking”contenton theLinkedIn
platform since late January.
Source: LinkedIn internal data;
Action:
Ensuring thesuccess ofa remoteworkarrangement
isa collective effort.While team members act on
timemanagement and productivity tips,team
leaders mustunderstand howtomanage virtual
teams and ensure thatteam members are engaged.
Number ofsearches for‘remotework’on LinkedIn Learning
Number ofsearches for‘remotework’inFeb 2020
increased by 2.4x compared toFeb 2019
-Jan-19 1-Feb-19 1-Mar-19 1-Apr-19 1-May-19 1-Jun-19 1-Jul-19 1-Aug-19 1-Sep-19 1-Oct-19 1-Nov-19 1-Dec-19 1-Jan-20 1-Feb-20 1-Mar-20
2.4x

22. The Four
Content
Marketing
Archetypes

23. UserIntent
Are we creating content that aligns to the content consumer’sintent?
What MarketersWant
… but Iwant the member to
buy my products.
What MembersWant
Member justwants the
information in my content…
Transactional Intent
Informational Intent

24. Informational Intent
The audience is consuming content as part of
theirresearch orsimply as part of somethingthat
interests them.
Why Informational Intent:
• Leverage the content to make membersmore
productive or successful
• Trust in the brand and consider the business
partnership
• Nurturesand grows future opportunities
Metrics to measure
• Brand awareness
• Topic ownership
• Sentiment
• Subscribers (notcustomers)
• Share ofvoice
• Reach through targetaudience

25. Transactional Intent
The audience is taking specific actionsthat
drive towards an outcome the brand
desires.
Why Transactional intent:
• Itis all about how great you are and
should showcase product and services
at itscore.
• Italigns to your business objectives
• Captures immediate conversion
opportunities
Metrics to measure
• Cost per Qualifiedlead
• Lead scoring
• ROI
• Average deal size
• Customer Lifetime Value (CLTV)

26. The Funnel Revisited
Action
Consideration
Awareness
Funnel stage
Audience Mindset
• Ihave an interest in this topic
and am looking for content that
challenges, teaches, informs and
entertains me
• I'm researching a purchase
decision, but need to understand
why Ishould trustyou?
• I've decided to purchase; demonstrate
to me how are you going to answer my
business objectives and deliver on a
business partnership.
Audience Intent
Informational intent
Audience: Research
Brand: Convince
Content Marketing
Transactional intent
Audience: Action
Brand: Convert
Advertising
60%
40%
Binet &Field “The long and short of it” 2013

27. Trustis the most important factor in choosing a tech service
provider
For cross-data display
18%
20%
26%
34%
37%
46%
47%
52%
Provides a high level of communication throughout the project delivery
Builds longstanding relationships
Is time efficient in delivering solutions
Has extensive experience in the technologicalindustry
Has a strong reputation in the technological industry
Provides services with good value for money
Specialises in the area that I need theirservices
Is trustworthy, transparent and flexible in their engagements
Q: When choosing a Technology Service provider for yourorganization what factors do you consider to be the most important?
Base: Total Sample (n=1001)
©2017 LinkedIn Corporation. All Rights Reserved.
Analysis &Report PreparedBy

28. The Poet
Brand values and CSR
Paradigm shifting
content
Emotion / Beliefs
The Professor
Thought Leadership &
Expertise
Mentorship
Research &Data
The Preacher
News + Trends
How to’s
Micro moments
PR &Comms
The Four ContentArchetypes
All content can be categorized under these fourarchetypes
The Promoter
Case studies
Events
Product CTAs
Advertising
INSPIRE TEAC H INFO RM CONVERT

29. THE POET Content that…
Sparks a conversation
Promote your brands
values
Challenges a belief /
perception /sentiment
Emotions
Beliefs
Values
Topic Tilt
Audience Intent
“What do you stand for?Do
you believe what Ibelieve?”
Brand Intent
 Be First / Be Progressive
 Drive Awareness

30. Promoting
Values:
• What does your brand ‘value’
• Corporate Social Responsibility
• Use employees tosell this message
• Talent media

31. Paradigm
Shifting
Content
Who in your industry is shifting how people
think about the topic?
Who is challenging thenorms?
Who is attempting toanswer the difficult or
controversial questions?
Who’s content is really different?

32. Selling the
nightmare HP makes awareness toprinter security through a web
series staring Christian Slater in the style of MrRobot.
Is interesting toanyone using a printer; notjustIT
Decision Makers. Spurs off-lineconversations.
HP
“The
Wolf”
https://www.youtube.com/watch?v=U3QXMMV-Srs&t=3s

33. The moral
narrative
Gillette
The best a
man can be
Challenging men and boys todo better when itcomes
tothe treatment of women. Shifted a cultural norminto
something empowering.
Made the audience change how they think and act.
Used a relatable target audience in thecreative.
https://www.youtube.com/watch?v=koPmuEyP3a0&t=36s

34. THE
PROFESSOR
Is actual Thought Leadership /
Demonstrates expertise
Built foryourtribe – teaches the
professionals
Thought Leadership
&Expertise
Mentorship
Research &Data
Can’t be found anywhereelse
Audience Intent
“Teach me something Inever
knew about my role.”
Brand Intent
 Be an industry
benchmark
 Drive Consideration
Content that…

35. Source: 2020 Edelman-LinkedIn B2B Thought Leadership Impact Study. Q3 QUALITY: What would you say is the overall quality of most of the thought leadership you read?
Select one response. Data: % Very Good or Excellent among Global decision-makers.
Of Decision-Makers saidmost of
the Thought Leadership they read
is Very Good or Excellent
QUALITY
How Decision-Makers rate the overall quality of most of the Thought
Leadership they are reading.
2019
Very Good to Excellent 15%
Good
Mediocre toVery Poor 28%
DECISION MAKERS ARE MOSTLY DISAPPOINTED INTHE QUALITY OF
THOUGHT LEADERSHIP CONTENT
15
%

36. The C.O.R.E Algorithm Can Tell You
What To Produce, And What Not To Produce
36

37. “C” Is ForContrarian
Contrarian Makes ItInteresting
37
Contraria
n
Consens
us
Wrong Righ
t

38. “O” is forOwnable
Ownable Makes ItDistinctive
84%
the
ofbuyers incorrectly identify
brand behind thead

39. “R” is for Replicable
Replicable Makes ItValuable
39

40. SALES IMPACT
A measure of how effective Decision-Makers say Thought Leadership isin
influencing theirpurchasing decisions.
2019
Average of Inputs 49%
Consideration - Generated RFP invitations
Purchase - Led toawarding a business 48%
Upsell– led toincreasing theamountofbusiness
Cross-Sell - led topurchase ofnewproduct/service 54%
Source: 2020 Edelman-LinkedIn B2B Thought Leadership Impact Study. Q11 ENGAGED: How frequently has the following occurred after you have engaged with a piece of thought leadership. Data:
average % who responded sometimes, often or almost all of the time among Global decision-makers.
49 %
Of Decision-Makers saythat
effective in influencing their
purchasing decisions
SALES IMPACT INDEX
The Sales Impact Index is the average percentage of Decision-Makers who say the
following occur sometimes ormore frequently after they have engaged witha piece
of Thought Leadership:
• They invitedtheorganization(whichwas notintheiroriginalconsiderationset)tobid
on a project
• They awardedbusiness totheorganization responsible
• They decided toincrease the amount of business theydid withtheorganization
• They purchased a new product or service fromtheorganizationthattheyhad not
previouslyconsideredbuying
“E” is forExpertise
Expertise Makes ItProfitable

41. CEO
EMPLOYEES
EXPERTS
What do you mean by “Thought Leadership”,client?
The Individual The
Brand
DATA
PARTNERSHIPS
RESEARCH

42. Top Voices
India influencers2019

43. Four Types ofLeaders
Mentor
Career advice
Leadership in Business
Hiring talent
Personal growth
Visionary Advocate Guru
Trend and Graphs
Predictions
Commentary
Controversy
Lives and breathes company
values
Corporate Social
Responsibility
Philanthropic
The face of the product
How to’s and FAQs
Tutorials and hacks
Product launches

44. C-Suite
Accenture’s CEO, Pierre
Nanterme is a combination
of mentor, visionary and
advocate
Mentorship
Career Advice
Visionar
y
Opinion
Advocat
e
Values

45. Spice up
the boring
Penry’s “Walk to Work” is thought
leadership on the go. Penry
Lenovo’s “Xtreme IT” series asks Lenovo
employees hard IT questions while they
do extreme things. Lenovo
Make your thought
leadership uniqueand
engaging

46. By giving some of theirresearch away forfree, Gartner improved performance by 175%

47. THE
PREACHE
R
Are micro moments that
informsaudience ofnew
ideas, news,triviaand events
Gets feedback from
yourcommunity: Q&A
/ Surveys
How To’s /Lists
PR Comms
News + Trends
Micro-moments
Audience Intent
“Keep me informedabout
news + trends and you”
Brand Intent
Establish Cadence
Build a Community
Provide Information
Keeping audiences engaged
Content that
Specifically solves for
audience passion and pain-
points

48. COVID-19
Manage employees throughchange
Tec
h
HP Enterprise shared a video message
from theirCEO around how they are
dealing withCOVID-19 withtheir
employees and theircustomers.
Ina time where a large portion of the
global working population are working
remotely, LinkedIn have unlocked
Online Learning Courses around tips
forworking remotely.
Facebook
leveraged an
employee who has
WFH for2+ yearsto
share tips on
working remotely
withkids.
Facebook usedtheir known
online character 'Jeff' ina light-hearted
video to engage both theiremployees and
broader community on the topic ofWFH.

49. Trivia /
Milestones
Share yourachievements
and yourpedigree.
#ThrowbackThursdays
https://www.linkedin.com/feed/update/urn:li:activity:6616223960973574144/

50. Lead with
Trust
DocuSign and Cisco both
share the financial
contributions their brands
have made toassist
people affected by
COVID-19.

51. Lead with
Trust
- Bendigo Bank goes for
a general message but
relays the message
across multiple different
images such as one
above

52. Adapting
toBusiness
Continuity

53. Adapting
Webinar
Strategy
Early

54. Same
passions
Partner withbrands that
share the same audiences.
ETMoney wants tobe the
investment partner in these
tough times of COVID-19 so
they partner withexperts
fromMirae Asset and
Edelweiss.

55. How To’s
Show them how touse
your products better.
Show don’t tell.
Google &MutualFunds
does this withvideo on
LinkedIn

56. We can
relate
Google understands your
gripes, while Mutual
Funds Sahi simplifies
investments withrelatable
“noob” experiences
Take the side of your
audience and express
your knowledge onthe
aspects oftheirrole.

57. Preacher Best
Practices
• Speed is important. Shorter content – blogs,video
not whitepapers.
• Leverage employees forscale
• Think of content that makes the audience more
‘productive’ and ‘successful’
• Regular distribution. This content is the fillercontent
between your bigger Poet and Professorpieces.
• Call outthe target audience in thepost.

58. THE
PROMOTE
R Secures registrations toyour
events and field marketing
initiatives
Drives purchasing decisions
Isdesigned toconvert
customers toyourproducts
and services
Case Studies
Testimonials /Reviews
Product Demos
Events
Audience Intent
“I’minterestedtoknow about
you and yourservices”
Brand Intent
Demonstrate brand &product
values
Product acquisition /Event
registration
Acquire talent
Content that

59. Testimonia
ls
YouTube Advertiserlets
CMOs ofmultipleverticals
share theirexperience of
choosing YT as a media
channel.
Let thecustomer tellthestory
about you.
https://www.linkedin.com/feed/update/urn:li:sponsoredContentV2:(urn:li:
activity:6600166893238173696,urn:li:sponsoredCreative:93257923)

60. Testimonia
ls
TATA lettheCEO ofKLMtell
thestoryoftheirpartnership,
ratherthan TATA controlling
the message.
Let thecustomer tellthestory
about you.

61. Being the
Career-
guru
Upgrad taps on thepain-
points ofcareer starters
and career-switchers,esp.
interested inBlockchain
and Data science.
Use a morehuman
approach.
https://www.linkedin.com/feed/update/urn:li:
activity:6644532507003969536

62. Simpl
e
CTA
Simple visual. Simple text.
Simple CTA. = High
engagement.
Lead gen formsallowfor
one-click form
completions.

63. The
Checklist
POET
 Employer Branding
 Corporate Social
Responsibility (CSR)
 Brand Values
 Paradigm Shifting
Content (controversial,
make you feel)
 Moral stance
PROFESS
OR
 C-Suite thought
leadership –
Advocate, Opinions,
Mentor
 Internal data studies
 Partnered academic
studies
 Employee written
content
PREACHE
R
 News
 How To’s / Lists
 Tip ofthe Day
 Trivia/Milestones
 Community
conversations
 Brand PR
 Partnerships
PROMOTER
 Case studies
 Client testimonials
 Events
 Product demonstrations

64. Freshworks
Raise awareness with LinkedIn Live &
engage with ourprofessionals using
ConversationAds
Natasha Salleh
APAC EducationLead

65. Brief
Recap
Media Objective
Freshwork wants togenerate leads fromorganisations who require
SaaS customer engagement solutions
Target Audience
CEO Networkand IT Decision Makers inFinancialServices,
aviation &aerospace, computer softwareindustries
Timing
April– June 2020
Budget
USD50,000
Market
Brazil

66. Audience – KeyInsights
75%
3 outofevery 4 executives
watch work-related
videos every week.
Forbes
40%
Of people globally willuse
mobile messaging apps
regularly by 2023.
EMarketer
5.6M
CEO NetworkinBrazil
LinkedIn

67. Repurpose
The new way of marketing Why thisworks
It’scost-effective
Itproduces more content
It’smuch faster
It’seasier
The authentic nature ofthe
content drives better results
Social placement
Ad placement
Web placement
Blog placement

68. Conversation
Ads
Startquality conversations withprofessionals
through a choose-your-own-pathexperience
Deepen
engagement with
your audience
Set up multiple call-to-
action buttonsso
prospects can access
the content and offers
they want - such as a
whitepaper orevent
page - all in one ad,so
you keep them
engaged throughout
their journey.
Turn conversations
into quality
conversions
Drive higher quality
leads more quicklyinto
your pipeline by asking
qualifying questions
and including Lead
Gen Forms forinstant,
easy lead collection.
Better understand
your audience’s
intentions
Gain deeper insights
about your target
audience withdetailed
click reporting showing
how many people clickon
your content and each
offer and how engaged
they are in the
conversation.
BETA

69. Your Freshworks campaign on
LinkedIn
C onversion
Consideration
Awareness
Brand Awareness
Website Visits
Engagement
Video Views
Lead Generation
Website Conversions
TestDrives
Brand Awareness
product here at Freshworks.

70. The goal:
Generate awareness and engagement forone of theirnewest products by
live streaming the unveiling
The strategy:
• Channels included LinkedIn, Facebook, Twitter, YouTube and theirwebsite
• Used Sponsored Content ads topromotebeforehand
The results:
• LinkedIn Live drove 80% of the video views and an 700+ comments
• Promotion ads ended up in the top #1 and #2 spot of ourinternal “Top
20 Tech Ads,” indicating memberapproval
• Due tothe success of the stream’s content, AA plans tosplice short
segments of itand runthem against Sponsored Content

71. Customer: J.P. Morgan
(Finance)
Objective:
J.P. Morgan is a global financial services firmservicing clients inmore than 100
countries. J.P. Morgan sought toengage withleaders and founders during a
global conversation about thevalue ofentrepreneurship. The campaign featured
inspiring success storiesfromclients and community partners todemonstrate the
firm’ssupport for innovators.
Howdid theyuseConversationAds?
To engage these key audiences in a two-way conversation, J.P. Morgan used
Conversation Ads to allow users to learn more while staying in their LinkedIn
Messaging. The ads closed on a strong call to action, such as “Subscribe to
ournewsletter” or “Watch the video” and received click-through-rates well
above benchmark.
J.P.Morgan

72. Customer: Episerver
(Tech)
Objective:
Episerver connects digital commerce and digital marketing tohelp organizations
create unique digital experiences fortheircustomers, withmeasurable business
results.Their goal was toraise awareness fortheirbiggest customer event,
Episerver Ascend, and driveconsideration.
How did they use Conversation Ads?
Episerver leveraged Conversation Ads to raise awareness about its biggest
customer event fortheir Swedish market. Inthe conversation, recipients could
choose to learn more about the two conference tracks: one fordevelopers and
one forbusiness. With each option, prospects could click to see the event agenda
or read a blog post laying out five reasons forwhy they should attend. Episerver
highlighted that the biggest advantage of Conversation Ads is the ability to
empower the target audience to choose information of interest rather than
assuming or dictating what Episerver feels they shouldsee.
“WithConversation Ads, we managed to
increase ouraudience engagement, while
cutting ourCPC inhalf.They allow ustooffer
ouraudience a variety ofinformationinone
attractive ad format– and withoutforcing
them toleave theLinkedIn platform.”
Anne Gebhardt,
Digital MarketingManager at Episerver
Episerver

73. Q&A &
Take oursurvey
Go toslido.comand
enter the event code:
#socialbeat

74. Build yourteam’s
skillswiththe
LinkedIn
Marketing
Success Hub
Click Here

75. Build yourteam’s
skillswithLinkedIn
Marketing Labs
Click
Here

76. Thank you