BizSugar.com › Marketing › Retailers are Turning to Content Marketing

Leveraging content in an effort to be viewed as a thought leader is no longer the strategy of B-to-B marketers alone. Established B-to-C merchants are devoting valuable space in their catalogs and on their websites to promoting content, not selling their products -- well, at least not directly.

In fact, during her keynote presentation at Shop.org, Miki Berardelli, chief marketing officer at fashion apparel and accessories retailer Tory Burch, noted that the brand's e-commerce site is split evenly between content and product pages.

Industry Insights' Joe Keenan explains why and how you can too.