Content Marketing Is Not a New Fad. The Michelin Brothers Used It 100 Years Ago to Sell Tires. Posted by April 18, 2016 Leave a comment on Content Marketing Is Not a New Fad. The Michelin Brothers Used It 100 Years Ago to Sell Tires. Content-marketing expert Salma Jafri explores the history of content marketing and how you can make it work for you.