How Walmart drives—and amplifies—coverage through its webzine

What started as a sustainability blog has become a platform that tells stories, provides fodder for pitches and highlights news media coverage.

If you want to know how the digital revolution will shape the next generation of stores, a magazine run by the world’s largest retailer is a good place to start.

Or if you’re interested in how a Polish candlemaker opened a manufacturing facility in Virginia, Walmart has the answer on its webzine, Walmart Today.

What started out as blog about sustainability has grown into a full brand journalism initiative by the $485.9 billion retail giant. Its strategy offers lessons for organizations large and small using newsy content.

It all comes down to telling stories about the people who make up the company, says Emily Schmid, director of digital content and editor of Walmart Today.

“If you just rattle off a lot of big numbers,” she says, “it’s hard for somebody to relate to that or to break it down into terms that are understandable.”

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