"A Large Company Content Marketing Journey"

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Content Marketing World 2011 "A Large Company Content Marketing Journey" Todd Wheatland, Head of Global Marketing, Kelly Services Content marketing can be challenging for a large, business-to-business company that has a long history of traditional marketing. In this session, Todd will discuss how Kelly Services is managing to develop valuable and compelling content, focusing on: • How to conceptualize and communicate the content mission • How to convert possible detractors into rabid supporters • How to tap into existing channels for story creation • How to identify “low hanging fruit” and “early wins” • How to optimize existing tools and avoid turf wars • How to balance creativity with replicability–and move quickly

Business Technology

A Large Company  
Content Marketing Journey

Todd Wheatland
Kelly Services

INTERNAL ENGAGEMENT 

IDEA  INPUTS 
EXTERNAL 
VOICES 

TARGET  PRODUCTION & 
The Content   PACKAGING 
Marke@ng 
Process 

CLOSED‐LOOP  DISTRIBUTION & 
ANALYSIS  PROMOTION 
LEAD 
MANAGEMENT

AUDIENCES &     C – SUITE 
PERSONA  
EXPLORATION 

STRATEGY 
WORLD 

PERM   CONTINGENT 
WORLD  WORLD 

HR  PROCUREMENT

C – SUITE 
TOPIC HIERARCHIES 

Strategy 

Leadership 

Total 
Talent  Workforce 
Management 
Management  Workforce 
Supply Chain 

Talent 
Sourcing 

HR  PROCUREMENT

LEAD NURTURING & ROI 

MEMBER Content 

FREE Content 
& DistribuAon

Monthly   ‐  No adver@sing 
UVs  ‐  Social 
‐  Online PR 
+350%  ‐  SEO

A)  EXPERIMENT 
‐ ADS 

05. 
SLIDESHARE…

B)  EXPERIMENT 
‐ SOCIAL 

05. 
SLIDESHARE…

C)  EXPERIMENT 
‐ LEAD CAPTURE 

05.  ‐  Why? 
SLIDESHARE…  ‐  When? 
‐  Where?

D)  EXPERIMENT 
‐ DOWNLOAD & 
LINKING MODEL 
05. 
SLIDESHARE…

02. MAKE IT BEAUTIFUL 

Good looks  Nonsense. That’s just 
don’t really  something ugly people 
maGer.  tell their children.

01.  02. 
THE TALENT  VOLUME  
PROJECT  & SPEED

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