"A Large Company Content Marketing Journey"

September 9, 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
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