What content marketing lessons can we learn from Michelin and Van Damme

What content marketing lessons can we learn from Michelin and Van Damme
SHARE
THIS



In 1900, French tyre manufacturers, the Michelin brothers, created a brilliant piece of content marketing. Even though fewer than 3000 cars were on the road in France at the time, they launched a free guide for motorists in an effort to boost the demand for cars and therefore tyres.

Of course, the annual publication containing maps, instructions for tyre repair and lists of car mechanics has since morphed into the best-known hotel and restaurant guide in Europe, the Michelin Guide. No longer free, the guide awards sought-after Michelin stars, which can make or break a restaurant. According to some restaurateurs, “Michelin is the only guide that counts”.

To what extent the guide was actually responsible for the rapid growth of the automobile and tyre industry is hard to gauge, but it was indisputably one mightily inspired campaign and one any clever marketing manager should strive to match.

These days the guide would be labelled ‘content marketing’ – aka ‘guest content’, ‘branded content’ or a number of alternative epithets, which seek to define content that grows the relationship with potential customers rather than merely advertising to them.  An excellent modern-day example is Volvo’s video of Jean-Claude Van Damme, which attracted 50 million hits in one week in November last year.

If there’s anyone left in the world who hasn’t yet seen the death-defying physical stunt by 53 year-old Van Damme (and apparently he did perform the stunt himself) it’s a must-see. It surprises; it amazes; it compels the viewer to watch it till the end. And it’s short.

And if I stop to think about it, I have to admit my view of Volvo has ever so subtly changed for the better.

So for those considering the content marketing option, ask yourself these questions when thinking about what that content will be:

  •  What do you want the viewer/user to feel when they see it?
  •  Does it truly add value, whether in the form of delight, need-to-know facts, or a good belly laugh?
  •  Would you choose to view/read this content over another favourite activity?

In other words, stodgy and boring content simply isn’t going to cut it, however worthy it might be. Content marketing is a great opportunity to connect to an audience. It’s not magic. Use the opportunity wisely.

Please login with linkedin to comment

Latest News

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]