Finny Friday: Xerox Puts Data To Work With Modular, Multi-Touch Content Strategy

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[vc_row][vc_column][vc_column_text disable_pattern=”false”]Over the past year, we’ve seen an ongoing shift in B2B content consumption behaviors. Although more buyers are relying on content than ever before, they have less time and attention to dedicate to researching and reading this content.

Seems like a big contradiction, right?

Not quite. Although buyers clamor for relevant and compelling content, what’s changing is the type of content they’re looking for. Results from Demand Gen Report’s 2017 Content Preferences Survey indicate that 92% of buyers prefer shorter formats, up from 88% in 2016. Similarly, 86% of buyers say they want mobile-optimized content that they can access on all devices, a modest increase from last year’s survey (82%).

Don’t take this as a cue to completely overhaul your content strategy and only create short, snackable and mobile-optimized content. In fact, many buyers still rely on traditional static assets: 67% read E-books and 77% read white papers to make purchasing decisions within a 12-month period. Instead, marketers need to diversify their content mix and optimize their marketing investments by creating foundational “big rock” assets that are supported by modular, bite-sized content pieces.

Xerox has proven that this strategy is especially successful if a brand has a powerful story to tell. During next week’s Killer Content Showcase Series YouTube Live, Colman Murphy, VP of Digital and Customer Marketing at Xerox, will delve into the company’s experience designing a comprehensive, multi-touch strategy focused on digital transformation.

The foundation of the campaign was a survey of 600+ senior IT decision-makers. Instead of focusing on the “less sexy” topic of Managed Print Services (MPS), Xerox respun its theme to focus on digital transformation, how organizations can establish a path to success and, of course, how MPS connected to broader workplace trends.

Survey results were highlighted in the foundational 19-page survey report and then meticulously reused for a series of derivative assets, including a supporting E-book, graphics, web pages, blog posts and events. All derivative content was amplified through a mix of organic and paid channels, primarily email, social media and public relations.

Due to its success, Xerox took home a Finny award for the Multi-Touch Campaign Category. At the time of the awards report’s release, Xerox’s campaign generated $126 million in pipeline and $5.3 million in sales revenue. The campaign also spurred more than 2,000 social actions and 100 media items in publications like The Huffington Post.

Colman shared the company’s vision and process for the campaign during the 2017 B2B Marketing Exchange. He walked through how they strategized the angle and questions for the survey and they peeled back the content onion of the foundational survey to discover turnkey, yet high-impact, content ideas.[/vc_column_text][mk_message_box type=”info-message”]Join Alicia Fiorletta and Colman Murphy on June 8th at 2:00 PM ET for a YouTube Live conversation! During the discussion, Colman will take us deeper into the campaign’s creation and execution, and offer several tactical tips and takeaways from the experience. Don’t miss these killer content insights![/mk_message_box][vc_btn title=”Remind Me” color=”orange” size=”lg” i_icon_fontawesome=”fa fa-calendar-plus-o” add_icon=”true” link=”url:http%3A%2F%2Fwww.demandgenreport.com%2Findustry-events%2Fthe-blueprint-to-powerful-multi-touch-content-campaigns||target:%20_blank|”][/vc_column][/vc_row]

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Deadline: DECEMBER 15, 2023

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