How has a drive toward audience and persona changed your own marketing tactics?

Xerox is an early example of a B2B company that became a publisher a couple of years ago. We were creating mildly branded company content that could be consumed off of the main corporate domain on RealBusiness.com.

What’s happened since then is we’ve evolved our model to be less about associating our brand with certain topics in an industry than we were creating richer content that could help a buyer at different points in their purchase journey across the upper, middle and lower funnel. We were being more specific around the role different pieces of content play at different stages of the purchase process. And getting more rigorous in measuring the outcome of that content.