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Digital Edge LIVE San Fran 2012 - Laura Ramos


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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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Digital Edge LIVE San Fran 2012 - Laura Ramos

  1. 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 Statesand/or other countries. Pag e 1
  2. 2. Xerox todayWith sales of $22 billion, Xerox is the world’s largest provider ofbusiness 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 contentPag e 2
  3. 3. Thought leaders share an executive point of viewPag e 3 Please visit:
  4. 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 ebiPag e 4 Please visit:
  5. 5. Thought leaders share an executive point of view Opt - i n New l et t er sPag e 5 Please visit:
  6. 6. Sharing thought leadership on social networksPag e 6 Please visit:
  7. 7. Extending our POV through publishing m t i pl e eBook ver s i ons ulPag e 7 Please visit:
  8. 8. Extending our POV via social publishingPag e 8 Please visit:
  9. 9. Thought leadership lessons learned• Know your audience – and goals• Publishing is hard work• Digital magnifies your reach dramaticallyPag e 9
  10. 10. What happens when you are no longer….?Pag e 1 0
  11. 11. Ready for Real Business™ combines traditional,digital and interactive advertising Affiliation Advertising Through traditional and online channelsPag e 1 1 Source:
  12. 12. Customers explore Real Business Live Please visit: e 1 2
  13. 13. Interactive content is not just for big companies Source: e 1 3
  14. 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!Pag e 1 4
  15. 15. Thank you, Q&A … and for more discussion Laura Ramos Twitter handle: @lauraramos +1 408.996.7660 e 1 5