Wouldn’t it be great if your company came across more like a person than a company? The kind of person that everyone trusted? The kind you go to for advice?

In 1921, the Washburn Crosby Company released a new brand of flour for consumers. Suddenly, they started receiving a lot of handwritten notes for more information about baking. The company wrote replies to everyone, but decided to sign all the notes with the same name: Betty Crocker.

Betty Crocker is a symbol of helpfulness, usefulness, and an awesome example of content marketing. She was never a real person, but represented the best advice in baking both for Washburn Crosby and its later avatar, General Mills. [Read more…]