Embed Size (px)
DESCRIPTION
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
Citation preview
A Large Company Content Marketing Journey
Todd Wheatland Kelly Services
CONTENTAUDIT
PRODUCTION&PACKAGING
IDEA
LEADMANAGEMENT
TARGET
DISTRIBUTION&PROMOTION
EXTERNALVOICES
INPUTS
CLOSED‐LOOPANALYSIS
TheContentMarke@ngProcess
INTERNALENGAGEMENT
C–SUITE
HR PROCUREMENT
PERMWORLD
CONTINGENTWORLD
STRATEGYWORLD
AUDIENCES&PERSONAEXPLORATION
C–SUITE
HR PROCUREMENT
TalentSourcing
TalentManagement Workforce
SupplyChain
Strategy
Leadership
TotalWorkforce
Management
TOPICHIERARCHIES
FREEContent&DistribuAon
MEMBERContent
LEADNURTURING&ROI
MonthlyUVs
+350%
‐ Noadver@sing‐ Social‐ OnlinePR‐ SEO
01.FUNNELS
02.EXPERTS
03.RESOURCES
01.OUTPOST
MANAGEMENT
02.POLITICALRISKS
03.SALESPROCESS
04.WEBCASTS
05.SLIDESHARE
05.SLIDESHARE…
A) EXPERIMENT‐ADS
05.SLIDESHARE…
B)EXPERIMENT‐SOCIAL
05.SLIDESHARE…
C)EXPERIMENT‐LEADCAPTURE
‐ Why?‐ When?‐ Where?
05.SLIDESHARE…
D)EXPERIMENT‐DOWNLOAD&LINKINGMODEL
06.EVENTS
06.METRICS&ROI
01.SPOKESPEOPLE
Goodlooksdon’treallymaGer.
Nonsense.That’sjustsomethinguglypeopletelltheirchildren.
02.MAKEITBEAUTIFUL
03.CONTENTFAMILY/ATOMIZING
01.THETALENTPROJECT
02.VOLUME&SPEED
03.NICHECURATION
04.VIDEO
05.B2C
1. be an
EDITOR
2. Kill the
Cheerleaders
3. Hire a
German
4. will.you.are
5. Outsource with intent
6. Communicate. ���A lot.
7. Partner/ Co-opetition
8. Research &
Recurrence!
9. BACK IN THE REAL WORLD!
10. Do cool Stuff
twiGer.com/toddwheatland
