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

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

15. CONTENT AUDIT

16. INTERNAL ENGAGEMENT
IDEA INPUTS
EXTERNAL
VOICES
TARGET PRODUCTION &
The Content PACKAGING
Marke@ng
Process
CLOSED‐LOOP DISTRIBUTION &
ANALYSIS PROMOTION
LEAD
MANAGEMENT

17. AUDIENCES & C – SUITE
PERSONA
EXPLORATION
STRATEGY
WORLD
PERM CONTINGENT
WORLD WORLD
HR PROCUREMENT

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

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

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

27. 01.
FUNNELS

28. 02.
EXPERTS

29. 03.
RESOURCES

31. 01.
OUTPOST
MANAGEMENT

32. 02.
POLITICAL RISKS

33. 03.
SALES PROCESS

34. 04.
WEBCASTS

35. 05.
SLIDESHARE

36. A) EXPERIMENT
‐ ADS
05.
SLIDESHARE…

37. B) EXPERIMENT
‐ SOCIAL
05.
SLIDESHARE…

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

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

40. 06.
EVENTS

41. 06.
METRICS & ROI

44. 01.
SPOKESPEOPLE

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

57. 03. CONTENT FAMILY /ATOMIZING

59. 01. 02.
THE TALENT VOLUME
PROJECT & SPEED

60. 03. 04.
NICHE CURATION VIDEO

61. 05.
B2C

63. 1.
be an
EDITOR

64. 2.
Kill the
Cheerleaders

65. 3.
Hire a
German

66. 4.
will.you.are

67. 5.
Outsource
with intent

68. 6.
Communicate.
A lot.

69. 7.
Partner/
Co-opetition

70. 8.
Research
Recurrence!

71. 9.
BACK IN THE
REAL WORLD!

72. 10.
Do cool
Stuff

74. twiGer.com/toddwheatland