How Walmart sees the role of content marketing

Stephen Whiteside

In a world of promoted posts and sponsored stories, the lines dividing paid-for ads and content marketing have grown increasingly blurred. And making a clear distinction between these activities is a task at least as important for brands as it is for consumers.

"One of the things I've been pounding in conversation is: how do you separate the ad from content?" Clint McClain, senior director/creative and ideation at Walmart, told delegates at the Marketing to the Omni-Channel Shopper: EAST 2014 event, a conference convened by the Brand Activation Association (BAA).

In an illustration of how closely related these areas have become, Walmart today develops its content marketing plans and TV commercials at the same time. "We're actually pivoting, to where we don't think about a TV shoot; we think about content. We are literally going into these things and we're saying, 'What are we going to do on Pinterest, on Facebook, on'" he said.