We loved this recent article on The Harvard Business Review discussing the strategies of larger retailers like Macy’s and JC Penney’s. The piece describes several approaches that retailers are taking to create content that is engaging to their customers.

“Whether publishing on a mass, segmented, social, or personal basis, today’s retailers—and the banks, insurers, airlines, and other direct sellers like them—are rapidly recognizing the importance of content to their brands. They are building content supply chains that are guided by insights into customer behavior and replenished by customer-generated content. It’s a new publishing model, and one that retailers may be heading towards even faster than traditional media companies.”

We happen to agree.