Originally, according to William and Mary Morris' Dictionary of Word and Phrase Origins, it was an architectural term referring to an outbuilding not incorporated into the architect's main design. It was adopted by the culinary elite to describe dishes served apart from the main course.
For marketers, content marketing is an appetizer, an hors d'oeuvre, meant to attract the attention of the customer. It must be fresh, rich, attractive and tasty...but not filling. The customer must remain hungry for the next big bite.
Keep a fresh supply quality content on your table -- attract more qualified, interested clients.
This infographic is a grand display of how content works for you.
Your business needs customers. It has to attract new customers to survive and grow. You could do worse than to hire a bartender.
No, you don't have to have a happy hour at your workplace everyday (though it might not hurt). But in many instances, a bartender acts as more than a service employee selling the products the business offers. Bartenders can act as a social medium for the business, engaging customers, and with more than idle chat or flirtation.
Bartenders engage customers, and through that engagement, customers will often buy another drink, decide to stay for dinner, accept suggestions to try the special that day, or choose to come back again, simply because of the positive experience they have had with the bartender.
That experience extends beyond talk of food and drink. Customers depend on bartenders for--as Billy Joel sang-- 'a good joke and a light of your smoke', as well as local information (a good bookstore, the hot clubs, the nearest gas station), service (making change for the jukebox, calling a taxi), entertainment ("How 'bout those Cougars/Cowboys/Wizards? etc.) and opinion ("Well, of you ask me..."). Bartenders as content.
But the most valuable service a bartender can provide to the business owner is listening. Hearing what the customers want-like-need (or don't) is a critical pipeline of information that other companies pay dearly for. Customers who would never seek out a host or manager to complement or complain about something will open up easily to a bartender, given the unthreatening peer relationship they share.
Maybe you don't want to recruit your social media staff from T.G.I.Friday's, but if your next candidate has a bartending job in their past, you might want to give them strong consideration.
Thenardier, of Les Miserables. He knew his strengths, and he certainly knew his customers and his business. But how would he survive today? The short-sighted tactics he employed were largely lost on his infrequent visitors, and--in his mind at least-- his charm overcame the poor service that his return guests no doubt received ...if they could remember anything of their stay.
No doubt Monsieur Thenardier would jump into Social Media today, and he might even be successful, at first. But I doubt the Thenardier brand would have much staying power, do you?
Marketing an inn today.
But marketing an inn has progressed since the Master of the House oozed his way through his vie miserable. There is good news. See how one Virginia inn used a LivingSocial deal to fill their "house".
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Welcome, Monsieur, sit yourself down And meet the best innkeeper in town As for the rest, all of 'em crooks: Rooking their guests and crooking the books
Seldom do you see Honest men like me A gent of good intent Who's content to be
Master of the house, doling out the charm Ready with a handshake and an open palm Tells a saucy tale, makes a little stir Customers appreciate a bon-viveur Glad to do a friend a favor Doesn't cost me to be nice But nothing gets you nothing
Everything has got a little price...