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

1. Using Digital Content to Create
Meaningful Thought Leadership
Laura Ramos
Enterprise Industry Marketing
Xerox Corporation
March 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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2. 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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3. Thought leaders share an executive point of view
Pag e 3 Please visit: http://www.consulting.xerox.com/thought-leadership/sustainability/enus.html

4. Thought leaders share an executive point of view
Tool s / Cal c ul at or
W t epaper
hi
Podc as t s
W nar s & Vi deo
ebi
Pag e 4 Please visit: http://www.consulting.xerox.com/thought-leadership/sustainability/enus.html

5. Thought leaders share an executive point of view
Opt - i n New l et t er
s
Pag e 5 Please visit: http://www.consulting.xerox.com/thought-leadership/sustainability/enus.html

6. Sharing thought leadership on social networks
Pag e 6 Please visit: http://www.facebook.com/managingprint

7. Extending our POV through publishing
m t i pl e eBook ver s i ons
ul
Pag e 7 Please visit: http://www.consulting.xerox.com/between-the-lines-ebook/enus.html

8. Extending our POV via social publishing
Pag e 8 Please visit: http://innovative-education.blogs.xerox.com/

9. Thought leadership lessons learned
• Know your audience – and goals
• Publishing is hard work
• Digital magnifies your reach dramatically
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10. What happens when you are no longer….?
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11. Ready for Real Business™ combines traditional,
digital and interactive advertising
Affiliation Advertising
Through traditional and online channels
Pag e 1 1 Source: http://www.youtube.com/watch?v=e6reT9Ux_gI

12. Customers explore Real Business Live
Please visit: http://www.realbusiness.com/#/ready-for-business
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13. Interactive content is not just for big companies
Source: http://www.mikewittenstein.com/
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14. 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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15. Thank you, Q&A … and for more discussion
Laura Ramos
laura.ramos@xerox.com
Twitter handle: @lauraramos
www.b2bmarketingpost.com
+1 408.996.7660
www.facebook.com/managingprint
www.consulting.xerox.com/
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