‘The very latest, modom’: The British Commercial Gas Association, the Gas Light and Coke Company and content marketing in interwar Britain

Content marketing involves the production of creative content by organizations to engage and develop relations with consumers. It has been practiced since at least the eighteenth century (Beard et al., 2021). Despite its longevity, there has been no detailed historical study of content marketing. This article seeks to fill this lacuna by examining the use of content marketing by the British gas industry in the interwar period (1918-1939). During this period, the gas industry faced fierce competition from electricity. It responded with the development of content. This included print, music, films, showrooms, exhibitions, cookery demonstrations and public housing. This paper will provide a historic case study of this content marketing. Through publicity and public relations, this content was consciously and strategically used by the gas sector alongside advertising, distribution, and sales. It was used to influence public opinion, reinforce advertising, and build a brand for the gas industry.