What has takeaway pizza and a blog post got in common?
I ordered take-out from Just Eat last week. I love Just Eat. In my opinion it’s the best thing to happen to the takeaway industry ever. What I love so much about it is it helps me discover new establishments I would probably never use otherwise. For example, last week the order came from a local Kebab shop, the kind of place I save for those special occasions when I’m staggering home drunk! But on this occasion I wasn’t drunk, one of my kids wanted nuggets, the other pizza, my wife wanted a burger (I mean salad), and I had one too. It just so happened, Just Eat said Sabbies Kebabies had everything I needed. I find it really interesting that it’s the Just Eat brand I ordered from, not the anonymous kebab house around the corner.
And so the order was placed and the food was delivered and, low and behold, they sent extras. They always do. They bring rewards so I’ll remember them and next order direct so they don’t have to pay the Just Eat fees. This time it was free garlic pizza bread, and free pieces of fried chicken. I was impressed and my first though was, “I’ll order from these guys again.” The sentiment lasted throughout the unpacking and plating up and we all sat down to eat our scran and watch The Voice.
A few bites in, my enthusiasm began to wane. The food was greasy, with little taste beyond over-salting. I tried everyone else’s, there was nothing good. The food I ordered was disappointing, and we had extra!
The extra food they had delivered as a reward actually was their Achilles heel. More bad stuff didn’t make me want to order yet more bad stuff.
And this has inspired this blog post because it reminds me of the old addage, quality not quantity, which is especially relevant when it comes to sharing content online.
We’re in an age of relevancy. It’s on everyone’s lips. All marketers around the world want to know ‘is it relevant’. In conversations about Twitter followers, “are the followers relevant to our market?”. Same goes on Facebook; are the people who like our page relevant? And in discussions about content, “how relevant is the content to our audience?” We’ve been conditioned now, because of algorithms that monitor trends, to be forever striving to be relevant. And those that are, their content gets shared and seen by the most people.
What doesn’t work, the content that fails, is stuff that isn’t relevant; stuff that doesn’t resonate with its audience. This stuff gets ignored. And if the next piece is similar, it will probably get ignored as well. And if I keep churning out more of the same, I’m just wasting everyone’s time, mine in particular.
I make an effort to change how I write and what I write about. I don’t want to be the takeaway guy, bringing you ever more of what you don’t want. I don’t want it to look good until you open it and taste it.