The Michelin Guide is probably one of the best examples of content marketing. Back in 1890, Andre and Edouard, the brothers who started Michelin Tires, needed a way to increase demand for tires. Back then, there were only 2,200 cars in all of France, their home base.
The brothers wanted car owners to drive more so that they would need to buy more tires. To do this, the Michelins decided to incentivize driving by publishing a guide to the best restaurants, hotels, mechanics, and other points of interest across the country. The first batch saw 35,000 copies printed and given away for free to motorists…
How to Test Short-Form Content Before Making Long-Form Investment
