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