2 Early Examples of Content Marketing & What We Can Learn From Them
As your social studies teacher probably taught you, there are many things we can learn from the past. While you may have been drooling on your desk during these lectures, attentive students shall rejoice: That grade school wisdom happens to apply to the world of modern marketing too.
Looking back at marketing campaigns of times gone by, some will leave you scratching your head with the most politically incorrect brand sponsorships imaginable while others will leave you awe-inspired with their crafty, original, and sometimes downright sneaky marketing ploys.
In any case, a modern-day marketer has a lot to gain by looking at these examples, especially in the realm of content marketing. Here are two vintage instances to help you take your content marketing game to the next level.
#1 John Deere’s The Furrow
First seen in 1895, the field of content marketing literally got its start in a field, one where farmers sat reading the hottest publication in agriculture: The Furrow.
John Deere is often considered the founder of content marketing because of this long-running magazine. Launched alongside their successful line of farming equipment, the brand knew the importance of educating audiences about the industry. After all, more successful farmers meant more potential John Deere customers.
Perhaps the most surprising thing, however, is that it’s rare to even find an edition of The Furrow with a promotion for a John Deere product. Instead, the company used the magazine to reach the pain points of their audience and give them detailed answers to their most nagging questions.
The magazine helped farmers manage their crops better and, ultimately, make more profits come harvest time. It also built up the company’s reputation. When farmers did need new equipment, John Deere was a trustworthy name at the front of their mind.
It was an extremely subtle way for the brand to build their authority in the industry while offering real value to their customers, and it obviously worked. The John Deere name is now known around the world and The Furrow is still in print today, reaching 40 countries in 12 different languages.
The lesson? Focus on providing high-quality content and educating your audience with valuable information. Too many companies today are busy shouting their name around every corner and they’re driving people away rather than beckoning them in. John Deere made an investment in their audience and, in return, built up trust and loyalty to their brand.
#2 The Jell-O Recipe Book
Gelatin desserts had been popularized long before the Jell-O name ever came around but, if it wasn’t for famous inventor Peter Cooper, you would possibly never get to experience the joy of seeing a Jell-O mold wobble its way onto the table.
Up until the mid-1800s, if you wanted to enjoy gelatin, you’d need some hooves, a kettle, and a lot of time to waste. After a couple days of sitting, straining, and skimming, flavoring in the form of fresh fruit juices could finally be added to the resulting substance, making for a jiggly dessert.
However, in order for gelatin to be enjoyed by the masses, Peter realized it would have to be simplified. So, he invented a formula for plain powdered gelatin and sold it to a couple in town, the Waits, who used their own expertise to add sweet flavored syrups into the mix, officially turning it into a dessert.
The product hit a hurdle, though. The Waits lacked the funds to produce and sell it, so they stamped on the name Jell-O and sold it to Orator Frank Woodward, owner of the Genesee Food Company. Seeing the potential, Woodward paid $450, but he was met with a hard sell.
After experiencing lackluster profits, Woodward gathered the money to take out an ad in Ladies Home Journal that fibbed to declare Jell-O as “America’s Favorite Dessert!” The exposure did wonders for the brand, but he knew some consumer education was in order if he wanted Jell-O to reach a higher place of well-deserved fanfare.
That’s when Woodward ordered recipe books to be created that told homemakers how to properly prepare any Jell-O flavor. He pulled out all stops to grow the company, even handing out free Jell-O molds and recipe booklets to immigrants who arrived at Ellis Island. He soon introduced the Jell-O girl, Elizabeth, who went on to tell the world through colorful marketing that, “You can’t be a kid without it.”
Ultimately, all of his efforts paid off and the story teaches us a little something about launching a new product: Education is key. You have to take the initiative of educating your audience and getting them excited about your product. In Jell-O’s case, Woodward was the first-mover. He had a great product, he just needed an audience who knew what to do with it.
