You probably imagine scanners and copy machines when you think of Xerox. But did you know that they’re also a business services company? One of their biggest services: Healthcare. In fact, they’re involved with over 700 hospitals all over the country and among the top 20 managed healthcare plans.
So how does Xerox help spread the message about their transition into healthcare? According to Jay Bartlett, Xerox’s VP of Global Social Marketing, they do it through sharing compelling content. In his presentation at SocialMedia.org’s BlogWell conference, he explains how thoughtful, journalistic content — not marketing material — has helped Xerox earn trust as a thought leader in healthcare business.
In his presentation, Jay also shares:
- Why digestible stuff like listicles, Q&A articles, and infographics get shared the most
- How they partner with bloggers to build their credibility
- How they get their executives involved in social media conversations