Cast-iron Content Strategy

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Content marketing did not exist in 1969 when Elizabeth David penned an iconic care-instruction-cum-recipe pamphlet for Le Creuset to hawk a product that was barely known in the UK at the time. David was as much literary figure as food writer. She eschewed cheap publicity and celebrity—something that food pundits say means she wouldn't find a publisher today. The pressure to produce instantly shareable content is something she would not 'Like'. But other pundits are suggesting that this kind of collaboration between writer/artist and brand may be more valuable in future for those seeking a richer and more authentic audience response.

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