Content innovation across retail, shopper marketing and brand marketing is alive and well if last week’s Brand Innovators Summit at Sam’s Club home office in Bentonville, Arkansas is any indication. I had the privilege of moderating a panel on the Evolution of Content Marketing with speakers and attendees from all areas of the retail space, including Unilever, PepsiCo, Walmart, Kellogg’s and Airbnb.
Content was a recurring thread throughout the event, and three big themes driving content marketers today emerged: speed and agility in content development, values-based content and coherence over consistency.