When Edouard and André Michelin came up with the idea for a hotel and restaurant guide to France, they had one thing in mind: selling more tyres. This was 1900, and there were fewer than 3,000 drivers in France. In creating the Michelin Guide, they pioneered the concept we now know as content marketing. If they wanted to shift more tyres, thought the brothers, they needed to get drivers onto the roads. And what’s going to get a Frenchman onto the road? The promise of a good meal.