How Walmart sees the role of content marketing

Stephen Whiteside

This event report explains how Walmart, the US retailer, is using content marketing, including its approach to building content partnerships.

How Walmart sees the role of content marketing

Stephen WhitesideWarc

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...

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