Trends Report

Making Content Work For Retail

Marketers Must Adapt Their Content Marketing Strategies To Three Retailer Archetypes To Drive Results

January 27th, 2016
RS
Ryan Skinner
With contributors:
Michelle Beeson , Luca Paderni , Peter Sheldon , Kasia Madej , Laura Glazer

Summary

To shoppers, visits to a retailer feel like two experiences separated by a common brand. TV ads, in-store promotions and brands' websites speak to shoppers' aspirations. Retail messages — in-store and on product pages — boil everything down to price, color, and ratings. Marketers must bridge this gap to serve customers and convince eBusiness peers to invest in retail experiences. This report helps marketers assess the opportunity for content marketing in a retail setting, design an appropriate content strategy, and deliver content where and when consumers want it.

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