Dive summary:
- Xerox, a brand whose name has become a verb, is changing from products-based company to a services-based company to compete with firms like IBM and Accenture.
- To make this transition the focus has been on creating content to position the brand as a thought leader in areas most people wouldn't expect to see the name Xerox.
- Xerox is creating content on two different planes: 1) Xerox pools content from around the web and pushes it through its own channels, adding a strong point of view; 2) Xeros produces content in conjunction with publishers like Forbes and The Week.
From the article:
"This site is Xerox’s first attempt to present the brand as a publisher, an increasingly popular trend in the industry. It’s creating at least one new piece of content each day. The trick here, according to Bartlett, is that the content isn’t Xerox-promotional. This, he says, allows the company to build more credibility in this new environment. He hinted that the company will explore other content-focused sites later this year."
