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

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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.
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Keywords: advertising; content; digital; earned; integration; media; native; owned; paid; publisher

Document Type: Research Article

Publication date: 01 June 2014

More about this publication?
  • Journal of Brand Strategy is the essential professional journal publishing in-depth, peer-reviewed articles on all aspects of brands.

    Guided by a senior Editorial Board, consisting of leading branding experts, each quarterly 100-page issue – published in print and online – provides detailed, practical articles from leading branding professionals on innovative strategies, techniques and trends, together with the latest applied research in branding and detailed analysis of how leading brands are managed around the world. It does not publish advertising and all content is peer-reviewed to ensure that it is of direct, practical relevance to those working in the field.

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