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Applying Content to Brand Transformation

March 31, 2014

Executive Summary

Xerox has been using content marketing and paid media to help fuel its brand transformation. Through content programs with media partners like Forbes, The Week, and NBC, Xerox has changed perceptions of its brand and increased its brand value. Barbara Basney, vice president of global advertising and media at Xerox, shared essential guidelines for content marketing, including best practices for integrating paid, owned, and earned content.

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Source

“Applying Content to Brand Transformation.” Barbara Basney, Vice President of Global Advertising at Xerox. ANA Media Leadership Conference, 3/31/14.

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