You likely know Kelly Services for its employment and human resources offerings. But content?
Indeed, if you haven’t visited the website of Kelly OCG, the company’s consulting and outsourcing division, the time has come to acquaint yourself with Todd Wheatland‘s content marketing efforts.
Wheatland landed on our 50 Marketers to Watch list this year, and on Friday the Content Marketing Institute published an interview with Kelly OCG’s vice president of marketing that’s well worth your time. In it, Wheatland talks with Gary Kim about what Kelly OCG has budgeted for content marketing, how it’s measuring those efforts, content in the context of sales funnels, and much more.
The company is clearly invested in content, as Wheatland explains to Kim:
“What I would say is that content marketing has greatly infused our marketing approach across the board,” Wheatland said. “Selling’s still essentially the same process, content’s just found a resurged role that influences most elements of that process.”
“We’re spending less money on events, but we’re attending more events than ever,” for example.
“What’s changed is that instead of approaching events as sponsors, we’re getting in front of topics and developing content that will bring some unique value to that event,” he said. “Instead of sitting around a booth in an exhibitors’ hall, we’re doing video blogs with fellow speakers.”