It’s no secret that retailers are making multimillion-dollar investments in content. From creating new branded magazines to social media “tweet shops,” retailers are using countless resources and big bucks to move the needle.

However, even with all the effort and energy, I’ve found that retail marketers are estimating negative ROI because they are unsure of what generates revenue and what doesn't.

Content marketing is tricky, and it presents its own set of unique challenges for retailers in particular. Retailers typically have millions of pages, products, and categories to consider in their content marketing efforts. With such high numbers, it can seem impossible to create quality content on the massive scale that’s required.