Brands as publishers: Using content and paid media to fuel a brand transformation

Abstract

Wearing the hat of publisher is a major shift in the way advertisers traditionally approach marketing and communication. Xerox's use of content marketing has enabled it to reposition the brand from its legacy perception as ‘the copier company’ to its current business as a global provider of business process services and solutions. According to Xerox, essential guidelines for content marketing include integrating paid, owned and earned content, appropriately employing sponsored native advertising, working closely with media partners to experiment with new formats and messages and being relevant to the target audience.