before the winner is announced to Content Marketing World in September.
When you imagine the future of work, what comes to you in the mind? Does your futuristic workspace include printers? Does he even use paper?
If this is not the case, you have a good idea of the messaging issues that Xerox's global marketing team has had to deal with. How to convince the changing workforce that a company known for its printers should be part of that future? And that these same printers can do more than produce paper?
The answer: a multi-faceted marketing campaign that includes content that is adaptable to digital engagements and in person. The thoughtful strategy, careful coordination and intelligent reorientation of this work earned Bertrand Cerisier, who led the initiative, a nomination for content marketing of the year.
Here's what you have to learn from Bertrand and his team.
Supporting Existing Foundations
From a printer, Xerox has become a technology company. Although many remember the "speed and flow" approach it once took to marketing, in recent years, the company has done more to help people rethink how they work on a daily basis.
Consider the difference between the 1977 Brother Dominic Super Bowl advertisement and its 2017 counterpart. The 1977 version is product-centric:
Forty years later, a new twist in advertising is showing people, instead of technology, to receive digital copies of the same handwritten document in their own language all over the world.
For the company's largest product launches, including nearly 30 multi-function printers with security, cloud connectivity and productivity features, Bertrand took up the challenge of influencing printers' perception, moving them around the world. peripherals to the heart. from the office.
To achieve this, Bertrand and his team had to demonstrate the benefits of heavy process automation. They needed a way to open people's minds to thinking about the MFP as a workplace assistant, supporting productive, profitable and streamlined activities. They created the world tour "The future of work" as a platform to achieve this.
It takes a village, so recruit one
As Vice President of Global Marketing for Xerox Workplace Solutions Business Group, Bertrand oversees the marketing activities of Xerox Office products and solutions. These include everything from strategic messaging, market knowledge and lifecycle management to pricing strategy and sales promotion.
This broad responsibility, coupled with his 30 years of experience in various roles in marketing, sales and strategy, has positioned him well to create a cross-functional team to address the global challenge.
For the Future of Work program to succeed, Bertrand knew he needed the cross-functional capabilities of the Xerox communications team. The company's marketing, product marketing, public relations and analytics, social media, web marketing, paid search, branding, advertising and global experiential marketing (events) teams provided support.
Although this particular group is not specifically responsible for content marketing, this group has developed content based on the expertise of these different functions.
Here is an overview of the construction and measurement of the content program:
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Spend time in strategy first
The communication team's strategy was to build a world-centric story centered on the audience to be told through targeted channels, including:
Press content, analyst and influencer
Properties owned by Xerox
The idea behind this approach was to saturate the largest companies, IT departments, networks, small and medium enterprises (SMEs) and vertical audiences with an experiential, multimedia and content blitz. The ultimate goal was to educate and advocate for assistants in the workplace, representing Xerox ConnectKey compatible devices and its MFP ecosystem.
Other objectives included:
Restore Xerox as a leader and innovator
Motivate interest with new customers in target segments
Boost employee interest and emotion to increase engagement and enthusiasm
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Building on its momentum
Reaching the right audience meant starting with the media and industry analysts – nearly 40 industry influencers attended product launches in New York in January 2017. A similar event took place the following week in London. The interviews focused on the company's strategy of changing the way people define the modern workplace.
Next, a world tour "Future of Work" visited 14 cities in Europe and North America in six weeks, attracting more than 1,500 partners, resellers, agents and targeted customers for an experience convenient. Two Future of Work partner forums brought together distribution partners (who have a direct sales line in SMEs) for a hands-on analysis of the new ConnectKey portfolio.
Seeing technology and first-hand applications was essential because it helped participants understand how applications could change the way work is done. For example, the Xerox Easy Translator application translates and locates documents in more than 40 languages (via machine translation). And its mobile print application allows users to use their smartphones to scan and print documents remotely.
Interviews included live interviews on Twitter and Facebook Live interviews with speakers and executives to expand the reach.
Worldwide, Xerox's distribution partners have recreated the future of global tours using marketing kits developed by Bertrand's team. The events organized by the partners helped raise local awareness and create demand for Xerox's expanded technology portfolio, as well as for complementary services, custom applications and in-depth partner expertise.
The influence of influencers has enabled ConnectKey to remain in the lead throughout the year.
Alexandra Levit, American and futuristic workplace expert, created an unpacking video and wrote an article on technology on her blog Water Cooler Wisdom.
Steve Strauss, an SME market expert, wrote about the company's innovation story and introduced ConnectKey as a "smart work assistant."
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Numerical and physical proof
Although it's not as easy as pushing a few buttons on an elegant digital interface, the hard work of Bertrand and his team has paid off.
During the launch, the team won more than 518 covers in more than 40 countries, which generated 400 million impressions.
Feedback from the media and influencers indicated that the "Future of Work" program represented "true technological change". Its introduction has encouraged the expansion of channels, with new partners committed to selling Xerox products.
The program also attracted increased interest from new partners to join the Xerox MFP Workflow Customization Service . The dramatic increase in the number of application downloads was an insightful indication of customers' appetite for technology.
Bertrand's team received praise for its hands-on approach, which included a sales promotion strategy from the start.
This may not have been Brother Dominic's "miracle," but it worked.
"The Future of Work messaging platform allowed Xerox to communicate and demonstrate the changing nature of work and the need for office technology to meet the changing needs of the workforce. modern". "The participants received it."
To find out live who is the 2018 content marketing specialist (and many other things for your content marketing program), records today. for Content Marketing World from September 4 to 7 in Cleveland. Ohio. Use code BLOG100 to save $ 100.
Image of cover by Joseph Kalinowski / Content Marketing Institute