Donata Maggipinto, Walmart's Creative Director of Content, Weighs In On Serving The Customer With Content – TrackMaven

Donata Maggipinto, Walmart’s Creative Director of Content, Weighs In On Serving The Customer With Content

At Content Marketing World 2014, we connected with Donata Maggipinto, Creative Director of Content for Walmart.com, after her session on “Checkout Content: The Power of Content Marketing On Retail Sites.”

Read on for Donata’s take on the mutual value of content marketing for both the brand and the customer.

  • Content Marketing means a lot of different things to different people. What does Content Marketing mean to you?

Donata Maggipinto: Content marketing is serving the customer in ways that will help them live their lives better and add value.

  • What’s the biggest mistake that you’ve seen big brands making with content marketing?

Donata Maggipinto: Trying to be everything to everybody so they don’t have a single point of view.

  • Name two brands that you think are killing it with content right now.

Donata Maggipinto: Home Depot does very well, and Williams‑Sonoma.

Home Depot stays very true to their point of view. Their content is very useful, enabling people and giving them confidence that they can do it — and Home Depot can help them.

  • And finally — what’s your second favorite breed of dog? (Besides Corgis, of course!)

Donata Maggipinto: I have three dogs — they’re all my sons. I have a Labrador Retriever, I have a Carolina dog, and I have a mini‑Dachshund. I have to say the mini‑Dachshund is the most like me: Tiki the Wonder Dog.

If you liked this post, you might like our Q&A’s with GE’s Katrina Craigwell on “Content As Currency” or The Atlantic’s Steve Clemons on “Creating Context Around Cool Ideas.”