Two-thirds of the largest U.S. retail companies use content marketing

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience and ultimately drive profitable customer action.

Based on the 2020 Retailer Top 100 list released by NRF ( National Retail Federation ) , e-commerce and marketing professional Armando Roggio reviewed the websites and social media channels of the 50 largest retailers in the United States to see which retailers use content marketing.

The survey shows that among the 50 largest retail companies in the United States , about 33 retailers use content marketing . Among them, 8 of the top 10 retailers are conducting content marketing in some form.

However, retailers ’ content marketing needs improvement. While 22 companies are doing well in content marketing , 11 are performing poorly and 17 are not even using content marketing.

Of these, most underperforming marketing content has sporadic topics and schedules , lacks internal links, and rarely uses content promotion .

On the other hand, the two largest retailers, Walmart and Amazon , both use content marketing extensively. Let’s take a look at how they carry out content marketing!

Walmart uses content to draw customers in. Its “ Ideas ” page is filled with how-to articles related to products Walmart sells , such as “ Spring Cleaning: How to Clean Your Kitchen , ” “5 Kitchen Organization Tips to Try in 2021 , ” and “Everything You Need to Know About Tires . ”

Amazon uses many forms of content marketing. For example , Amazon Video and Amazon Music attract people, and Amazon Live allows sellers and other creators to help shoppers discover products.

Additionally , many consumers and investors are interested in what Amazon is doing , and Amazon also has a corporate blog and posts news about employees , company plans , and more.

The above are just some of the content marketing initiatives of these two retailers. In fact, no type of marketing strategy can be separated from content. Sellers should also pay attention that good content is always the top priority.

Content Marketing

Walmart

Amazon