Imagine you attend an event covering a topic that is very important to you. Let's also imagine you chose to attend because you were seeking to get something meaningful from it.
Maybe you went because you want to learn something new.
Maybe you went because you want to learn how to take action.
Or maybe you went to get energized about something that means a lot to you
Perhaps you attended the event for all of these reasons.
Yet, while you're there, you have to sit through someone who is there to promote themselves and thinks everyone should be excited about him.
After all, this doesn't represent what you want or what you're seeking to find.
In the 1988 film Coming to America, there was a big crowd at a local Black Awareness Event, and you have to think they all wanted something of value from it (including some of the "good stuff" from McDowell's).
Yet, they had to sit through a musical performance from a local actor who played Joe the Policeman in an episode of That's My Momma. Despite everyone's (minus one big fan) lack of interest, Randy Watson thought everyone should be excited to hear him and his band perform.
Randy is an iconic character from the film, but he also presents us with a great analogy about a common mistake people make in their content strategy.
The Tease Wasn't Very Special
When Reverend Brown said he had a "special treat" for the audience, they probably expected better. When users are looking for value online, one of the most frustrating things they experience is clickbait.
In other words, they see a headline that makes them think they found something of interest.
So, they click on the link.
Then, they're disappointed to find that the content features a company talking about (or frequently linking) to itself or a brand promoting their product.
Randy Didn't Know His Audience
Randy didn't get the reception he likely thought he would get. So, he thought he could boost the reaction by telling the audience that they looked lovely.
However, it generated the same response.
That didn't stop him from promoting his band and telling people how great they sound:
"They play so fine. Don't you agree?"
He Never Changed His Act
While in front of his audience, all Randy managed to do was:
Then, despite lack of engagement, he stomped his feet and yelled out the name of his band:
At the beginning of his act, the lack of response should've sent a signal that his plan wasn't going to work with his audience. He could've adjusted and spoke to the them about something they care about or tried something different. Yet, he persisted in making it about him and his band.
A lot of brands will do something like this in their content, and you'll see it on everything from their websites and social media to their emails and blogs.
It's all about them, and they might as well be stomping their feet and screaming the name of their company at you.
Additionally, despite a lack of meaningful amount of clicks, shares and responses, they don't change their strategy.
If that's your strategy, you'll need all the prayers Reverend Brown can give you.
Talking about conceptual creativity, engaging content and pop culture.