A Large Company 
Content Marketing Journey               Todd Wheatland                  Kelly Services
CONTENT
AUDIT

INTERNAL
ENGAGEMENT
                               IDEA
       INPUTS
             EXTERNAL
             VOICES
   TARGET
...
AUDIENCES
&

            

C
–
SUITE
PERSONA

EXPLORATION
                           STRATEGY
                            ...


C
–
SUITE
TOPIC
HIERARCHIES
                                Strategy
                                       Leadership
 ...
LEAD
NURTURING
&
ROI
                  MEMBER
Content
 FREE
Content
 &
DistribuAon

Monthly

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

01.
FUNNELS

02.
EXPERTS

03.
RESOURCES

01.
  OUTPOST
MANAGEMENT

02.
POLITICAL
RISKS

03.
SALES
PROCESS

04.
WEBCASTS

05.
SLIDESHARE

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…

06.
EVENTS

06.
METRICS
&
ROI

01.
SPOKESPEOPLE

02.
MAKE
IT
BEAUTIFUL
     Good
looks
      Nonsense.
That’s
just
     don’t
really
   something
ugly
people
       maGer....
03.
CONTENT
FAMILY
/ATOMIZING

01.
        02.
THE
TALENT
   VOLUME

 PROJECT
     &
SPEED

03.
         04.

NICHE
CURATION
   VIDEO

05.
B2C

1.  be anEDITOR
2.Kill theCheerleaders
3.Hire aGerman
4.will.you.are
5.Outsourcewith intent
6.Communicate. A lot.
7.Partner/ 
Co-opetition
8. Research Recurrence!
9.BACK IN THEREAL WORLD!
10.Do coolStuff
twiGer.com/toddwheatland

"A Large Company Content Marketing Journey"
"A Large Company Content Marketing Journey"
"A Large Company Content Marketing Journey"
"A Large Company Content Marketing Journey"
"A Large Company Content Marketing Journey"
"A Large Company Content Marketing Journey"
"A Large Company Content Marketing Journey"
"A Large Company Content Marketing Journey"
"A Large Company Content Marketing Journey"
"A Large Company Content Marketing Journey"
"A Large Company Content Marketing Journey"
"A Large Company Content Marketing Journey"
"A Large Company Content Marketing Journey"
"A Large Company Content Marketing Journey"
"A Large Company Content Marketing Journey"
"A Large Company Content Marketing Journey"
"A Large Company Content Marketing Journey"
"A Large Company Content Marketing Journey"
"A Large Company Content Marketing Journey"
"A Large Company Content Marketing Journey"
"A Large Company Content Marketing Journey"
"A Large Company Content Marketing Journey"
"A Large Company Content Marketing Journey"
"A Large Company Content Marketing Journey"
"A Large Company Content Marketing Journey"
"A Large Company Content Marketing Journey"
"A Large Company Content Marketing Journey"
"A Large Company Content Marketing Journey"
"A Large Company Content Marketing Journey"
"A Large Company Content Marketing Journey"
"A Large Company Content Marketing Journey"
"A Large Company Content Marketing Journey"
"A Large Company Content Marketing Journey"
"A Large Company Content Marketing Journey"
"A Large Company Content Marketing Journey"
"A Large Company Content Marketing Journey"
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"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

Published in: Business, Technology
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"A Large Company Content Marketing Journey"

  1. 1. A Large Company 
Content Marketing Journey Todd Wheatland Kelly Services
  2. 2. CONTENT
AUDIT

  3. 3. INTERNAL
ENGAGEMENT
 IDEA
 INPUTS
 EXTERNAL
 VOICES
 TARGET
 PRODUCTION
&
 The
Content

 PACKAGING
 Marke@ng
 Process
 CLOSED‐LOOP
 DISTRIBUTION
&
 ANALYSIS
 PROMOTION
 LEAD
 MANAGEMENT

  4. 4. AUDIENCES
&

 

C
–
SUITE
PERSONA

EXPLORATION
 STRATEGY
 WORLD
 PERM

 CONTINGENT
 WORLD
 WORLD
 HR
 PROCUREMENT

  5. 5. 

C
–
SUITE
TOPIC
HIERARCHIES
 Strategy
 Leadership
 Total
 Talent
 Workforce
 Management
 Management
 Workforce
 Supply
Chain
 Talent
 Sourcing
 HR
 PROCUREMENT

  6. 6. LEAD
NURTURING
&
ROI
 MEMBER
Content
 FREE
Content
 &
DistribuAon

  7. 7. Monthly

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

  8. 8. 01.
FUNNELS

  9. 9. 02.
EXPERTS

  10. 10. 03.
RESOURCES

  11. 11. 01.
 OUTPOST
MANAGEMENT

  12. 12. 02.
POLITICAL
RISKS

  13. 13. 03.
SALES
PROCESS

  14. 14. 04.
WEBCASTS

  15. 15. 05.
SLIDESHARE

  16. 16. A)  EXPERIMENT
 ‐
ADS
 05.
SLIDESHARE…

  17. 17. B)

EXPERIMENT
 ‐
SOCIAL
 05.
SLIDESHARE…

  18. 18. C)

EXPERIMENT
 ‐
LEAD
CAPTURE
 05.
 ‐  Why?
SLIDESHARE…
 ‐  When?
 ‐  Where?

  19. 19. D)

EXPERIMENT
 ‐
DOWNLOAD
&
 LINKING
MODEL
 05.
SLIDESHARE…

  20. 20. 06.
EVENTS

  21. 21. 06.
METRICS
&
ROI

  22. 22. 01.
SPOKESPEOPLE

  23. 23. 02.
MAKE
IT
BEAUTIFUL
 Good
looks
 Nonsense.
That’s
just
 don’t
really
 something
ugly
people
 maGer.
 tell
their
children.

  24. 24. 03.
CONTENT
FAMILY
/ATOMIZING

  25. 25. 01.
 02.
THE
TALENT
 VOLUME

 PROJECT
 &
SPEED

  26. 26. 03.
 04.

NICHE
CURATION
 VIDEO

  27. 27. 05.
B2C

  28. 28. 1. be anEDITOR
  29. 29. 2.Kill theCheerleaders
  30. 30. 3.Hire aGerman
  31. 31. 4.will.you.are
  32. 32. 5.Outsourcewith intent
  33. 33. 6.Communicate. A lot.
  34. 34. 7.Partner/ 
Co-opetition
  35. 35. 8. Research Recurrence!
  36. 36. 9.BACK IN THEREAL WORLD!
  37. 37. 10.Do coolStuff
  38. 38. twiGer.com/toddwheatland

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