"It was a strange feeling, that people were actually, ah . . .“The word doesnt come easily.". . . ignoring me.“Joshua Bell is laughing. Its at himself."At a music hall, Ill get upset if someone coughs or if someonescellphone goes off. But here, my expectations quicklydiminished. I started to appreciate any acknowledgment, even aslight glance up. I was oddly grateful when someone threw in adollar instead of change." This is from a man whose talents cancommand $1,000 a minute. Pearls Before Breakfast, Gene Weingarten, Washington Post, April 8, 2007
So, what could this mean for content producers and strategists?“Content isnt King, because it isnt scarce. Its everywhere, its overwhelming, and its gone from quality to noise.” -Steve Rosenbaum of Magnify.net, in BusinessInsider
Question:Is the content you’re promoting the equivalent of a virtuoso performance?
Question:Is the content you’re promoting the equivalent of a virtuoso performance?If so, how would it perform in ‘the Metro’ (i.e, wrong environment, a noisy channel, at a busy time?)
Question:Is the content you’re promoting the equivalent of a virtuoso performance?And if it isn’t at that level, how do you expect it to fare in any venue, let alone a noisy one?
1. Research the audience beforehand. What if, in advance, Joshua had asked Metro riders what they would want to hear, when would be a good time?
Application: Before you composeyour content, ask people what theywant to see, and hear, and notifythem when you’ve fulfilled theirwishes/needs.
2. CollaborateWhat if Josh asked local shops in the metroabout performing for their customers?
Application: Content partnerships– rather thancreate content as a lone wolf, find acollaboration team. They have a vested stake.Their audiences can make the difference.
3. TargetWhat if Bell had performed at a venue that wasknown to gather busking crowds?
Application: Content targeting– don’t sharecontent that doesn’t fit the audience, createcontent with one audience in mind (nichetargeting) and share it where they congregate.
4. Invite an audience, before you publish• What if Bell had invited friends, family, and colleagues, to join him at the Metro?
Application: Contact your professional networkprior to the content’s publication/dissemination,and get an audience ready to receive it. Advancenotice also gives you feedback for improvementand optimal timing.
An audience, the community, gives the content a context.• Ironically, it’s hard to build a community prior to content: build incrementally.• Know what your community needs. Provide it. Grow organically.• If you “busk,” be prepared for a distracted, unready audience. Keep performing, but set yourself up for success.