With media buyers continuing to feel like they’re co-starring in the sequel to Bird Box, now seems like a good time to embark on a three-part master class in content Marketing.

Each of the next three weeks, we’re going to take a closer look at one of the best content marketing campaigns of all time. The need for great content goes far beyond 101-level SEO tactics. With a rising emphasis on owned channels, brands that create great content have a unique opportunity to separate themselves from the pack.

Up first: a look into how a global leader in tires, Michelin, became the global authority on restaurant ratings.

First created in the year 1900 by the Michelin brothers, the Michelin restaurant guide made its debut in France as a mechanism to create demand for automobiles (and thus, tires for those automobiles as people traveled to try the top-rated restaurants). At the time, France only had about 3,000 automobiles on the road, compared to the 35,000 guides printed up by Michelin.

The guide, given away for free, grew quickly in popularity over the next decade and spread throughout Europe thanks to its simple three-star system:

1 Star: A very good restaurant in its category.
2 Stars: Excellent cooking, worth a detour.
3 Stars: Exceptional cuisine, worth a special journey.

During the 1950s, Michelin updated its system to include restaurants serving high-quality fare at moderate prices- reflecting the same shift in audience that its tire business would see as cars continued to become more affordable. This shift has led to staying power for what is perhaps the world’s longest-running content marketing campaign at 120 plus years.

Marketing leaders need to be more willing to think outside the box to drive value for their target audience, pivot that targeting when needed, and take more bold chances if they’re going to create truly great content that sticks. Make sure to check out next week’s post for a closer look at a different example of content marketing excellence. Until then, enjoy the rest of your week!

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