How do you grab shoppers’ attention at a time when the retail landscape is narrowing (ahem, Amazon) and online distractions are manifold? Killer content. The following five companies illustrate the power of building a brand atop an authoritative editorial voice, whether it’s in the form of viral videos and lifestyle blogs or influencer ‘grams and disappearing Snaps. They’re also fostering conversations with consumers—sneakerheads, fashionistas, and beauty obsessives alike—that inform everything from product design to distribution and marketing. In their hands, content has become a robust engine for commerce. Read more at Fast Company.