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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/
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