“Beer is Content” – I saw that quote pop up on my Twitter stream a while back (apologies that I’ve forgotten who exactly posted it), and it made me smile. While it seemed like a cute saying, I couldn’t figure out any relevant context, except maybe as a t-shirt slogan.
Until yesterday morning at Dallas Fort-Worth airport. As I was walking from the nearest Starbucks back to my gate I passed the usual line up of airport eateries including representative samples from various chains. As it was mid-morning most were quiet and the various hosts and hostesses were leaning against the doors looking suitably bored.
All except the host from the branch of TGI Friday’s. He had stepped out into the flow of passengers walking by and was politely trying to engage a few in conversation. As I got closer I saw him zero in on a group of about five guys in their mid-twenties.
“Hey are you guys hungry?” he asked, “Maybe in need of a cold beer?”
They stopped. He had very quickly engaged his potential customers by offering them a solution to their immediate need. Once he had their attention he started to talk to them about various items on the menu.
He was multichannel publishing the content he had to hand. Content that had been originally developed for print was now being used as audio. He was supplementing it by adding a few value statements and pointing out photos of particular items – adding a little graphical content to the mix.
Once he got to the Bacon Burger, he had his new customers hooked, and happily showed them into the restaurant and to a waiting table.
Watching all this it suddenly struck me that in this instance the food and drink, how they were presented, looked, and the promise of how they could solve an immediate need, were as much a part of the content marketing mix as the words on the menu.
Maybe in this case “Beer is content” … and the bacon too.
Do you consider the products you make, or the services you offer, as part of the content mix? How is product design integrated into your Content Strategy (if at all)?
If you’ll pardon the pun – it’s all food for thought.