- A meal at a Michelin star restaurant is a rare,
delightful, and expensive experience,
but did you know that the Michelin Guide that identifies
these fine dining establishments is actually a resource
published by a French tire company?
The guide was first published by Michelin Tires in 1900
as a way to generate demand for cars in France
by offering people maps, restaurant listings,
and advice for planning road trips.
There wasn't a resource like this available
for motorists at the time,
helping Michelin get the attention of potential customers
who might need to purchase tires
from their cars in the future.
Cut to over 100 years later,
and the Michelin Guide is still being published today,
and most importantly, positions the company
as the world's most trusted advisor on traveling,
and that is what content marketing done right
can do for your organization.
Hi, I'm Brian Honigman.
I'm a marketing consultant and an NYU adjunct professor,
and for the last decade, I've worked with organizations
like the United Nations and Thompson-Reuters
on creating impactful content marketing programs.
Throughout this LinkedIn learning course,
you'll learn how to create a content strategy
to purposely guide your efforts,
understand the ins and outs of producing meaningful content,
and the most effective techniques for distributing
this content to the right people.
A lot of old forms of advertising
just aren't as effective as they used to be.
Now, it's more important than ever to earn trust
and loyalty with your customers for the long term.
Join me in creating your own plan for embracing
content marketing the right way.