Apparently there is a big football match on this evening.
In this household it’s a complete non-event. Not that I’m not patriotic, but I’ve never been into football. Apart from that brief period of being a season ticket holder at Crystal Palace. The things we do for “love”.
But that aside, what do you do as a business with your content when it appears the world around you is suddenly football-obsessed, even if you’re not? I think there are three routes.
Go ahead, throw yourself at it. Paint your face. Paint your business van. Live the highs and lows. Throw your pints in the air at the appropriate moment.
Be with the fans at every point they see content from you.
But just consider that there are two sides in football. And not everyone is on the same side.
Just carry on doing you. If the football has no relevance or resonance, then just pretend it’s not happening. There’ll be people, like me, with only a very vague awareness, who will just want to see you do what you always do.
There have to be some spaces that are safe retreats where there is no mention of the football. It’s not the same as ignoring it; you’re acknowledging it’s happening, but you’re saying to people, “not here”.
Your content becomes the space for chat about anything else other than the football game.
For example, you might hold a match tonight of English gin makers versus Scottish. Or vote on films based in Scotland versus films based in England (that’s easier than the gin question. Local Hero wins).
Anything except football.
No right or wrong answer
The good news is it’ll be over soon, I guess. Although it’ll be about time for the Olympics.
The event doesn’t matter, you can apply this to anything that’s likely to dominate the national conversation. Just don’t feel you have to join in.
I’m off to find Local Hero on streaming with a side of Conker gin. What approach are you taking?