Sometimes it's a good idea to look to the past for some content marketing inspiration, and what better than The Guinness Book of Records created and founded by Guinness as a clever marketing tool?
Sir Hugh Beaver was the Managing Director of the Guinness Brewery in the 1950’s. On November 10, 1951, he went bird hunting with a group of friends. Beaver missed a shot at a golden plover and attempted to explain the miss by pointing out the plover is the fastest game bird in Europe. His hosts disagreed, claiming the red grouse was the fastest bird. In the era of smartphones and Google the argument would have been brief. Back then, though, the party soon realised there was no one reference book that could resolve the argument. Beaver reckoned that a book of records would be a way to settle these pub bets and might be a good marketing tool for the brand.