Walmart and Contently
Whatever size company you may be, your content has to impact the bottom line. Proving the value is the only way to get executive buy-in and scale your content marketing program.
For Walmart, making that case was a gradual process. The marketing team began with one positive data point: Customers who engaged with editorial content had an average order size 7% larger than customers who went straight to shopping. See how Walmart’s content team used data to generate internal support and build a blueprint for connecting content marketing to commerce.