Retail expert Lauren Freedman has some ideas about putting content in its proper place.

You’ve heard a lot about how important content is in driving commerce. But it turns out not all content is created equal and not all content serves the same purpose.

We caught up at Shop.org with Astound Commerce’s Lauren Freedman, who had some ideas about how to get the right content in front of the right customer.

Content is a big job, acknowledges Freedman, senior vice president & chief merchandiser, given its importance in high-quality SEO, educating customers and building communities. But it isn’t something that retailers can afford to give short shrift.

Mike Cassidy is BloomReach's storyteller. Contact him at mike.cassidy@bloomreach.com; follow him on Twitter at @mikecassidy.