Is the OG of Content Marketing Under Threat?
The Michelin Guide has featured in countless presentations as one of the earliest and best examples of content marketing. A century-old masterclass in brand-building based on valuable, expert-led content, it was written to encourage motorists (and their chauffeurs) to drive further afield, wearing down their tyres in the process, of course, but primarily providing genuinely useful content for a well-defined and well-heeled audience that, ultimately, benefits the brand.
But now, as The Times reports, Michelin’s position as the ultimate culinary tastemaker is under threat.
“Armies of epicureans are being directed to new — and often wildly cheaper — meals by social media influencers and online reviewers, rather than by the anonymous inspectors of the French tyre company.”
Where once restaurants lived and died by the award (or loss) of a Michelin star, today’s culinary power brokers aren’t established institutions but rather a new breed of digital-first tastemakers. From TikTok foodies to Substack critics and YouTube reviewers, these influencers wield massive influence over where diners choose to eat. Michelin has responded by diversifying—exploring new markets, expanding the range of food it recommends, and even introducing a “green star” for sustainability.
The Democratisation of Expertise
The Times article reflects a wider and growing shift in branding and marketing communication. B2C marketing has already embraced this shift, with influencer marketing rapidly becoming a key part of many consumer brand strategies. But B2B brands have traditionally lagged behind, relying on their own white papers, gated content, and corporate blogs, enhanced and amplified by working with a relatively narrow field of partners with authority and influence sourced from within a handful of established (and often expensive…) institutions — industry journals, trade conferences, and corporate thought leaders .
The rise of social-first, expert-led content creation has changed the game so that, Increasingly, subject matter experts—whether cybersecurity analysts, sustainability consultants, or procurement specialists—are using LinkedIn, podcasts, and newsletters to build highly engaged audiences of their own, leveraging their own expertise, sharing original ideas independent of established media and other institutions, and democratising the discourse within their field of focus.
Content Marketing vs. Influencer-Led Strategy: Shift or Synergy?
This doesn’t mean traditional content marketing is dead. (Although, what even is traditional content marketing any more?) Just as Michelin isn’t scrapping its guide but adapting its approach, B2B brands need a rethink.
At Volume, we’ve been watching this shift closely and believe that the future of B2B marketing will involve brands taking a different approach:
Partnering and connecting their brands with a more diverse blend of authentic, knowledgeable voices that resonate with the next generation of decision-makers
And investing more to help their own people to build their profile and develop an audience to the ultimate benefit of the firm.
We’re currently developing a platform to facilitate exactly that, ensuring that B2B brands can work with the right expert voices to amplify their messaging in a way that feels both credible and valuable.
While Michelin is having to rethink its playbook, the principles that made it a success—trusted expertise, quality content, and genuine value—remain just as relevant today. The real challenge for brands isn’t choosing between traditional content marketing and expert-led influence, but understanding how to blend the two effectively.