Case Study: Xerox achieves a successful rebrand and content-driven digital transformation with Contently

How Content Is Helping Xerox Rebrand

Xerox, historically seen primarily as a printer company, needed to reposition itself to showcase a wide range of industry services. After Josh Golden joined as VP of global digital marketing, the company faced the challenge that too few website visitors discovered its broader offerings, so Xerox set out to refresh its brand and customer-facing experience.

Xerox re-engineered Xerox.com around a content-first strategy—using Contently for workflow and content ops and partnering with VML and Velocity Partners to produce interviews, e-books, case studies, SlideShares, infographics and a coordinated ad push. The effort delivered a new brand platform, redesigned site, a content marketing platform and a more customer-centric approach that boosts visibility, engages buyers earlier in their purchase journey and better nurtures leads toward sales.

Xerox

Josh Golden

VP of Global Digital Marketing and Communications