What do car tires have to do with great food? If you’ve ever eaten in a Michelin star restaurant it’s because in 1900 the tire guys realized that their buyers could use a travel guide. By creating the Michelin Guide, they showed their customers they understood the context in which their product was being used, so they provided valuable information to help them in their quest.
That’s content marketing. It’s not selling stuff. It’s giving away helpful information to your tribe.
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