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

Author

Listed:
  • Basney, Barbara

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.

Suggested Citation

  • Basney, Barbara, 2014. "Brands as publishers: Using content and paid media to fuel a brand transformation," Journal of Brand Strategy, Henry Stewart Publications, vol. 3(2), pages 101-110, June.
    • Handle: RePEc:aza:jbs000:y:2014:v:3:i:2:p:101-110
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    Citations

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    Cited by:

    1. Charmaine du Plessis, 2022. "A Scoping Review of the Effect of Content Marketing on Online Consumer Behavior," SAGE Open, , vol. 12(2), pages 21582440221, April.

    More about this item

    Keywords

    media; native; content; advertising; publisher; digital; integration; paid; owned; earned;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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