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Visitors interact with your brand six to eight times on average before they become customers, according to several studies. Keeping that in mind, does it make sense to treat visitors on their first interaction the same as those on their sixth? Trying to get a visitor at the start of the journey to purchase immediately is a waste of time and energy. It might even drive them away.
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.