-1.svg "Close Icon (3)-1")
.svg "Close Icon (3)")
- Share
-
Last week, global content marketing leader, Todd Wheatland of Kelly Services, showcased some engaging and valuable examples of content marketing to financial services marketing heads at a BlueChip Communication hosted breakfast.
While the benefits content marketing offers businesses seeking to engage with customers, members and other stakeholders is well acknowledged, the challenge they face is HOW to go about it.
As the person who’s taken Kelly Services, a company with some 65 years’ traditional marketing heritage over 30 countries on a content marketing journey that has seen Kelly OCG become a leading example of ‘brand as publisher’, Todd certainly has some of the answers.
At the breakfast, he shared the following top 10 tips for a successful start.
- Understand your audience, and answer their questions. Repeat.
- Be generous with your knowledge – step away from traditional ways of thinking about IP, don't be afraid to give it away. (BlueChip can attest to the Kelly team’s practising what they preach on this one.)
- Invest in design and quality to differentiate your content and ensure it can't be confused with sales material.
- Think like a publisher – and act like an editor.
- Kill the cheerleaders within your company – stop telling the world how great your company is: make it about your audience.
- Communicate non-stop - bring internal people along the journey & allow them to see their role in the vision and the success.
- Get the CEO excited – this will help bring others along.
- Avoid shiny new toys – commit to the social platforms and activities you'll take part in, and ignore the others.
- Re-imagine research – slice by gender, geography, history, infographics, plug into PR or events.
- Outsource with intent – it allows access to specialist resources, quality and speed.
BlueChip Communication is a specialist in financial services communication and works with organisations to develop content marketing strategies. To assess your business’s content marketing readiness, download the BlueChip checklist.
