How to Test Short-Form Content Before Making Long-Form Investment

The Michelin Guide is probably one of the best examples of content marketing. Back in 1890, Andre and Edouard, the brothers who started Michelin Tires, needed a way to increase demand for tires. Back then, there were only 2,200 cars in all of France, their home base. The brothers wanted car owners to drive more so that they would need to buy more tires.Read the full article