When you think of Michelin, the first thing that comes to mind probably isn’t fine dining. It’s tires. So, how did a company that’s synonymous with road safety and rubber end up being the go-to authority for restaurant reviews? Here’s where the story gets interesting.
In the early 1900s, Michelin realized that encouraging people to drive more would naturally lead to more tire sales. But rather than just pushing products with boring ads, they took a more creative route: they launched the Michelin Guide, a printed booklet that rated restaurants, hotels, and attractions across France.
The logic was simple: If they could get people in cars (driving to these awesome restaurants), it would ultimately result in increased tire sales. By creating content around something as unrelated to tires as gourmet food, Michelin was able to tap into consumer interests and build brand recognition—all while driving local tourism and encouraging people to hit the road.
It’s a perfect example of how boring industries can find unique ways to build creative content that resonates with an audience, creates conversations, and aligns with business goals.
Maybe you don’t sell tires or review restaurants, but here’s the thing: Every business has a chance to create content that goes beyond the products or services they sell. Even if you’re in a niche industry like roofing, plumbing, or HVAC, you can still engage your audience in fun, creative ways—and tie it back to your brand.
Take, for example, a roofing company. Sure, you could post about how to maintain your roof or spot signs of wear and tear, but let’s be real—people aren’t exactly rushing to hit that “like” button for that kind of content. So, why not shift gears and create content people actually want to engage with?
What if you shared a blog or social media post about the best BBQ spots in town? Maybe you even do a little video tour of your team’s favorite spots, or ask local businesses to collaborate on a post about their must-try dishes. Suddenly, you’re:
By shifting the focus away from roofing and onto a shared passion point, your brand becomes part of the local conversation—a conversation that’s much more exciting than a post about roof repairs. You’re now tapping into the human side of your business, which ultimately helps build relationships and increase brand loyalty.
The beauty of content marketing is that it doesn’t always have to be directly tied to your product or service. The goal is to capture attention, spark engagement, and build relationships—which is exactly what Michelin did when they shifted the focus to restaurants and travel.
For your business, whether you’re in roofing, plumbing, or even car repair, think about what interests your local community. What are people passionate about? What makes your area unique? How can you create content that taps into those passions while still tying it back to your business?
In the end, the goal is simple: Connect with your community, create value for them, and show up consistently in ways that go beyond just selling your product. Whether it's through local food recommendations, community events, or fun collaborations, there’s always an opportunity to creatively market your brand—even in industries people don’t typically think of as exciting.
Take a page from Michelin's book: Find your unique angle, create content that resonates, and watch how your audience engages.
The Power of Localized Content Marketing
In the end, the goal is simple: Connect with your community, create value for them, and show up consistently in ways that go beyond just selling your product. Whether it's through local food recommendations, community events, or fun collaborations, there’s always an opportunity to creatively market your brand—even in industries people don’t typically think of as exciting.
Take a page from Michelin's book: Find your unique angle, create content that resonates, and watch how your audience engages.
