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"A Large Company Content Marketing Journey"

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Content Marketing World 2011 …

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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Transcript

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

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

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

  • 4. AUDIENCES
&

 

C
–
SUITE
PERSONA

EXPLORATION
 STRATEGY
 WORLD
 PERM

 CONTINGENT
 WORLD
 WORLD
 HR
 PROCUREMENT

  • 5. 

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

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

  • 7. Monthly

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

  • 8. 01.
FUNNELS

  • 9. 02.
EXPERTS

  • 10. 03.
RESOURCES

  • 11. 01.
 OUTPOST
MANAGEMENT

  • 12. 02.
POLITICAL
RISKS

  • 13. 03.
SALES
PROCESS

  • 14. 04.
WEBCASTS

  • 15. 05.
SLIDESHARE

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

  • 17. B)

EXPERIMENT
 ‐
SOCIAL
 05.
SLIDESHARE…

  • 18. C)

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

  • 19. D)

EXPERIMENT
 ‐
DOWNLOAD
&
 LINKING
MODEL
 05.
SLIDESHARE…

  • 20. 06.
EVENTS

  • 21. 06.
METRICS
&
ROI

  • 22. 01.
SPOKESPEOPLE

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

  • 24. 03.
CONTENT
FAMILY
/ATOMIZING

  • 25. 01.
 02.
THE
TALENT
 VOLUME

 PROJECT
 &
SPEED

  • 26. 03.
 04.

NICHE
CURATION
 VIDEO

  • 27. 05.
B2C

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