The History of Content Marketing

Content marketing has been around for longer than the modern advertising industry – and throughout that time it’s been a distinct and highly effective marketing strategy in its own right. 

Throughout its rich history, content marketing has evolved to meet changing cultural behaviors and technological advances, embracing new formats and platforms to reach wider audiences. From the historic Michelin Guide to the groundbreaking 'soap opera' and the rise of digital content platforms, content marketing has consistently maximized the potential of emerging mediums.

We’ve compiled some of the pinnacle moments in content marketing – ones that changed the game and cemented this strategy as a timeless foundation for business growth.

A History of Content Marketing

Early pioneers of content marketing

In 1732, Benjamin Franklin launched what would become modern content marketing with the publication of Poor Richard's Almanack. This almanac not only provided valuable information like calendars, weather forecasts, and astronomical data but also cleverly integrated promotional content to drive interest in Franklin's printing business.

Fast-forward nearly seven decades to the early 19th century, and we find two more visionaries in the field of content marketing - John and William Galignani, publishers and owners of Librairie Galignani. In 1801, Galignani launched their very own newspaper, featuring articles penned by influential authors. This move not only bolstered the bookstore's reputation as a thought leader in the literary community but also served as a means of expanding their business reach.

Magazines and customer engagement

In 1861, Samuel Wagner launched the American Bee Journal, a magazine that continues to be published even to this day. This early venture into content marketing laid the foundation for future businesses to leverage the power of printed media to engage and educate their audience.

The Hartford Steam Boiler Inspection and Insurance Company took the concept further in 1867, introducing The Locomotive. This publication became a shining example of how businesses could foster customer loyalty by providing relevant and informative content, building strong relationships with their target audience. The Locomotive set the stage for modern content marketing practices that prioritize value-driven communication over direct sales pitches.

Catering to specific industries

Charles Scribner's Sons revolutionized the approach to content marketing with the creation of Scribner's Magazine in 1887. This periodical offered readers a glimpse into the lives and works of the publishing company's most esteemed authors and, in turn, drove book sales. This early example showcased the power of tailored content in fostering strong connections with a specific industry, laying the groundwork for targeted marketing strategies we still employ today.

In the same year, Johnson & Johnson demonstrated the potential of industry-specific content by launching "Modern Methods of Antiseptic Wound Treatment." This strategic approach not only educated doctors about the benefits of their products but also established the company as a trusted resource for medical knowledge. 

Taking to the airwaves 

In the 1920s, Procter & Gamble made a bold move into the world of radio content, a decision that would have a lasting impact. The company pioneered the concept of "soap operas," creating serialized radio dramas that seamlessly integrated their soap products into compelling storylines. This strategic approach not only entertained listeners but also cleverly promoted Procter & Gamble's products, effectively laying the foundation for future forms of content marketing. 

In the mid-20th century, the invention of television offered businesses an exciting new medium to showcase their products and services to a wide audience. One notable example of this transformation occurred in the 1960s when Xerox leveraged the power of television to introduce its revolutionary photocopier technology to a broad audience.

The dawn of digital

The 1990s marked the beginning of the digital revolution. During this era, the first search engine, Archie, emerged, allowing users to search for files on FTP servers. This technological breakthrough laid the groundwork for the future development of more advanced search engines like Google. Additionally, clickable web-ad banners made their debut, introducing a new form of digital advertising that businesses could leverage to reach their target audience.

Soon social media platforms also would start to gain traction, presenting businesses with new opportunities to interact with their audiences. Platforms like LinkedIn provided a professional networking space, while MySpace and Facebook offered avenues for connecting with a broader user base. These platforms set the stage for the social media marketing explosion that would follow, enabling businesses to engage with their customers on a more personal level and cultivate brand loyalty.

Digital marketing and the mobile era

The early 2000s saw innovation and investment in the digital space. Mobile marketing emerged as a powerful force, with the increasing popularity of mobile devices transforming how people consumed digital media.

In 2002, BlogAds paved the way for bloggers to monetize their content, making blogging a viable business venture. This significant development allowed content creators, including B2B marketers, to explore new revenue streams and fostered the growth of the blogging industry.

Another game-changer emerged in 2004 with the invention of podcasting by Adam Curry and Dave Winer. This new medium allowed businesses to reach their audience through digital audio content, tapping into a growing market of podcast listeners.

Content marketing's continued expansion

Social media has evolved into a key player in the marketing world, and influencer marketing has become a billion-dollar industry. Businesses are increasingly leveraging social networking platforms to expand their reach and connect with their target audience.

Marketing was transformed dramatically by the global pandemic in 2020. The COVID-19 outbreak accelerated the adoption of digital tools and strategies, making digital marketing more critical than ever for businesses to stay connected with their customers during challenging times.

What’s in Store for B2B Content Marketing

As technologies like virtual and augmented reality become more accessible and sophisticated, B2B marketers will have the opportunity to immerse their audiences in interactive and engaging experiences. 

In the coming years, we can also expect content marketing to continue expanding into newer digital channels. 

Overall, the future of B2B content marketing looks promising, with the potential for unprecedented personalization, interactivity, and reach. As content marketing continues to evolve, those who stay at the forefront of innovation will be best positioned to drive growth and success in the B2B arena.

Learn more about the world of B2B content marketing on the LinkedIn Ads Blog.