A brief history of content marketing

Content marketing is a progressive area of web promotion. The phenomenon did not emerge from nothing. It is a form of advertising that has evolved over the centuries, reaching its present day perfection.

The first rudiments of content marketing can be traced back to 1732, when Benjamin Franklin’s “Poor Richard’s Almanac” was published. The politician published recommendations for achieving wealth and success. The issue popularised Franklin’s printing press and the number of hits increased.

In 1801, the Librairie Galignani, a Parisian bookshop, adopted a similar technique. The management hired content managers whose main task was to promote the business by writing interesting articles or booklets. A separate edition of the shop’s personal newspaper was published.

In 1861, the American Bee Journal was established. The main theme of the publication concerned bees and beekeeping. The main objective of the magazine was the popularization of mobile beehives, which were designed by Lorenzo Langstroth. This objective was successfully realised and the magazine is still published today.

In 1888, the Johnson & Johnson brand was engaged in the production of sterilising materials. To promote its products, the company produced a pamphlet highlighting the need for wound disinfection. The publications became a powerful incentive for consumers to buy the brand’s bandages, plasters and antiseptics.

In 1900 the tyre manufacturer Michelin published a pamphlet with a detailed guide for car owners and mechanics on how to keep a car in good working order. It highlighted the benefits of rubber tyres, which maintained the integrity of the suspension and ensured the comfort of driving.

In 1924, content marketing made its way to radio. Sears created a programme on one of the waves, which reported on the activities of the agricultural fund. The programmes detailed the concerns of farmers as well as predictions on how to get out of the economic crisis and how to invest. Procter & Gamble followed suit in 1930.

In 1987, Lego launched a magazine that featured design collections. The periodical soon changed its name to Lego Club Magazine. It is successfully published today.

In 2001, the term “content marketing” was officially used. This was due to Procter&Gamble’s acquisition of a web resource on maternity and newborn care topics. Regular advertisements for the manufacturer’s products appeared on the website.

In 2006, the first promotional video content appeared on You Tube. It was produced by Blendtec, a company specialising in the production of blenders. The video listed the benefits of this type of kitchen appliance. Over the next decade, most large organisations bought their own websites and produced millions of promotional themed videos.

In 2012, a separate content marketing department was set up. Kraft did this. The measure quadrupled the return on investment in advertising. In 2014, the Marriott hotel chain went even further: it set up a film studio to produce original commercials. An example of feature-length cartoons to promote products was Lego. The Movie.” The history of content marketing cannot be described in two words. It is eventful and continues to unfold before our eyes. The invention of new methods to promote brands, products and services is not far off.