In simple words, content marketing is a marketing approach that involves the creation and distribution of valuable content for a target audience to win loyal customers. In essence, what is content marketing, and how exactly does it differ from other marketing approaches? You may have also liked our earlier article about John Deere and how they have built their empire with the help of their magazine “The Furrow”, or our article about how Guinness Brewery was able to generate massive awareness through the publishing of The Guinness World Records.īut why have these companies been so successful?
So you may have enjoyed the story about the Michelin Brothers, and how they have grown their brand awareness with the Michelin Guide. And that’s how the creative geniuses behind The Michelin Guide made their incredible mark in the automotive industry, which still serves as the quintessential example of the greatest content marketing strategies.
It was the start of the brand image that customers fell in love with. Therefore, the guide has ventured into the genre of its own offering more than just cars and tires information. Essentially, their greatest accomplishment was their ability to find the sweet spot between what they offer and what the audience needs. The growth in popularity of the guide has raised awareness of the Michelin brand around the globe. The brothers soon realized that the restaurant section was the most popular among their readers, and hired a team of inspectors to visit and review the restaurants, and hence, the birth of the Michelin Star system.įast forward to now, the Michelin Guide has ventured outside of France into Europe, and now covered other parts of the world, including the United States, Brazil, and various parts of Asia. Realizing they need to bring more value to their customers, the Michelin brothers made a few tweaks to the guide content, including a section on restaurants across France. The legend has it that André Michelin, whilst visiting a tire shop, noticed his guide copies being used as prop up for a workbench. The guide gained little traction at the beginning. Instead, just the typical, mundane information any tire company would publish to grab their customers’ attention - listings for mechanics and tire replacement directions. When the Michelin Guide was first introduced, it didn’t have any mentioning of restaurants or food. The Michelin brothers, Édouard and André, published the guide to provide useful information to motorists in reference to the commute across France. The Michelin Guide Storyīack in 1900, the automotive industry was in its infancy, there were less than 3,000 cars on the roads of France. The ones who are familiar with the Michelin brand would probably have known or guessed that the famous Michelin Guide is a byproduct of a tire business. Renowned celebrity chefs such as Gordon Ramsey and Joël Robuchon, who built food empires around different parts of the world, are two of the acclaimed Michelin starred culinary artists.īut the original Michelin Guide wasn’t about food. The Michelin Guide is one of the most eminent guidebooks in the culinary world.Īny food connoisseur and avid traveler would need no introduction to it.Įarning a Michelin Star is one of the highest honours a chef can receive for a restaurant. Its legendary status rivals the likes of Benjamin Franklin’s Poor Richard’s Almanack, Samuel Wagner’s American Bee Journal, and John Deere’s The Furrow. The Michelin Guide, in essence, is one of the most successful examples in the history of content marketing. The popularity of the guidebook has grown ever since and is now regarded as one of the most prominent and referenced guidebooks for the annual review of restaurants that have achieved culinary excellence. In 1926, the Michelin Guide began awarding stars for fine dining establishments.
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