The National Retail Association (NRA) has launched a new survey to investigate how retail businesses are embracing content marketing.

Businesses participating in the survey will receive a white paper of the results which will provide an insight into how Australia’s retail sector is adopting content marketing as well as the key opportunities and challenges they face in this area.

The paper, in conjunction with content marketing agency, Edge, will also provide useful guidance and best practice for retailers wanting to improve their content marketing activities.

Fergus Stoddart, director of Edge, said, “Content marketing is fast becoming the most effective marketing discipline in the retail industry. Retail brands are engaging new and existing customers by delivering great content across all touch points.”

“However, content marketing is still very much in its infancy in Australia, with many retail brands still not developing strong content strategies that will help them engage today and tomorrow’s customers.”

“The findings of the survey will help Australian retailers understand how they compare to the rest of the industry in terms of their content marketing as well as learn how they can improve,” added Stoddart.

The survey findings will also be presented at the NRA’s 2014 People & Operations Development Summit at Jupiters Gold Coast on June 12- 13.

The deadline for the survey is Friday 11 April 2014.

To undertake the survey, click here.