I confess I only heard about this story fairly recently. It was on some random room on Clubhouse.
It happens to be that when the Michelin brothers founded their tire company, there wasn’t much demand for their product.
To sell more tires, they needed a reason for people to buy a car, and to actually use it, to wear off the tires Cars only made sense at the time if you had to go farther, and off the beaten track.
Well, they came up with a guide with things to do on a road trip, and “voilá!”
This is one of the earliest and really important content marketing examples that I have heard of. Do you know of any other one? Are there any examples like this in the Digital world?