Content marketing ain’t new
Advertising agency O&M and tire brand Michelin published books to increase leads/ sales
Marketing
Advertising agency O&M and tire brand Michelin published books to increase leads/ sales
David Ogilvy published a book (Confessions Of An Advertising Man) on advertising. The book came out 14 years after he had started the ad agenc. The book helped him increase his client base from 19 clients to 3000 clients. Content marketing is not new. It is century old top of the sales funnel activity.
In 1900 Michelin Tyre had published 350000 Michelin Guides for free. It aimed to increase car ownership, which would increase the sales of tyres. The guide contained maps, manuals for charing tyres, location of fine restaurants. David Ogilvy’s book sold 10 lakh copies. He aimed to get more business.
As per Marketing Examples:
Throwing a blog on a website and churning out content is the status quo. But what does it really achieve?
Content is winner takes all. The top 1% gets 99% of the attention.
Aim for the content marketing should be able to create the best resource in the segment, category or niche. Content in the form of book or blog or YouTube takes time to produce results.