In content marketing, competition is fierce, and the best way to prevail is to find an edge. Sometimes, that amounts to only a degree of differentiation and making yourself just different enough to stand out.
Another approach might involve a degree of quality in which you give users something better than what your competitors can offer.
But there’s another way to do it that loosely taps into both, and that’s by finding topics that naturally stand out on their own: controversial ones.
There are several reasons controversy works. First, it naturally draws more attention than non-controversial items. For one reason or another, controversial topics are emotionally charged, which makes them stand out in a newsfeed that’s brimming with white noise.
They also tend to arouse more conversation, as debaters and sharers flood in to comment. This, in turn, makes the article even more popular and visible and draws more people into the fold.
It’s also true that controversial topics tend to be risky for a brand, but that risk also comes with the potential reward of a reputation boost. For example, if you take a strong stand on an issue, you might alienate some of your customers on the other side, but you should draw your main customers even closer to your brand.
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“Controversy” is a somewhat general term, so let’s get more specific about the types of controversial posts you can create:
You can employ any of these types, but when you do, bear the following in mind:
Controversial topics are practically a must for content marketing campaigns, as long as you follow the above tips for success. Stirring up controversy will make your brand seem more authoritative and reputable, it will make your headlines stand out, and perhaps most important, it should make your users more engaged and involved with your content.
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