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Create content for a digital world. How fluid is your content strategy? With all the new channels to reach customers, from social networks to mobile devices, marketers are challenged with creating and distributing content across multiple platforms. Hear from this panel of b-to-b marketing experts how they are developing successful content marketing strategies
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Using Digital Content to Create Meaningful Thought LeadershipLaura RamosEnterprise Industry Marketing
Xerox CorporationMarch 20, 2012
© 2010 Xerox Corporation. All rights reserved. Xerox ｮ , Xerox and design ｮ and Ready For Real Business are trademarks of Xerox Corporation in the United States and/or other countries.
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Xerox today
With sales of $22 billion, Xerox is the world’s largest provider of business process and document management expertise
• Acquired Affiliated Computer Services (ACS) in Feb 2010• Services represent approx. ½ of overall business• ~140,000 employees worldwide• HQ: Norwalk, Connecticut• CEO: Ursula Burns
Successful marketing of services depends on thought-leading, customer-centric content
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Thought leaders share an executive point of view
Please visit: http://www.consulting.xerox.com/thought-leadership/sustainability/enus.html
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Thought leaders share an executive point of view
Please visit: http://www.consulting.xerox.com/thought-leadership/sustainability/enus.html
Tools/Calculator
Whitepaper
Podcasts
Webinars & Video
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Thought leaders share an executive point of view
Please visit: http://www.consulting.xerox.com/thought-leadership/sustainability/enus.html
Opt-in Newsletter
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Sharing thought leadership on social networks
Please visit: http://www.facebook.com/managingprint
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Extending our POV through publishing
Please visit: http://www.consulting.xerox.com/between-the-lines-ebook/enus.html
multiple eBook versions
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Extending our POV via social publishing
Please visit: http://innovative-education.blogs.xerox.com/
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Thought leadership lessons learned
• Know your audience – and goals• Publishing is hard work• Digital magnifies your reach dramatically
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What happens when you are no longer….?
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Ready for Real Business™ combines traditional, digital and interactive advertising
Affiliation Advertising
Through traditional and online channels
Source: http://www.youtube.com/watch?v=e6reT9Ux_gI
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Customers explore Real Business Live
Please visit: http://www.realbusiness.com/#/ready-for-business
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Interactive content is not just for big companies
Source: http://www.mikewittenstein.com/
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Affiliate advertising and content
• Are not mutually exclusive
• Customers are fantastic source of content
• Generating consistent, engaging content is biggest hurdle, but also biggest success factor
• Get outside help
• Don’t be afraid to experiment!
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Thank you, Q&A … and for more discussion
Laura Ramos
Twitter handle: @lauraramos
www.b2bmarketingpost.com
+1 408.996.7660
www.facebook.com/managingprint
www.consulting.xerox.com/
