‘Case Study: How We Created Controversial Content That Earned Hundreds of Links’ – MOZ
Kelsey Libert says, “Content marketers, does the following scenario sound familiar?
You’re tasked with creating content that attracts publicity, links, and social shares. You come up with great ideas for content that you’re confident could accomplish these goals. However, any ideas that push the envelope or might offend anyone in the slightest get shot down by your boss or client. Even if a provocative idea gets approved, after feedback from higher-ups and several rounds of editing, you end up with a boring, watered-down version of what you originally envisioned.
Given the above, you’re not surprised when you achieve lackluster results. Repeat this cycle enough times, and it may lead to the false assumption that content marketing doesn’t work for the brand.
In this post, I’ll answer two questions:
How can I get my boss or clients to sign off on envelope-pushing content that will attract the attention needed to achieve great results?
How can we minimize the risk of backlash?
Why controversy is so powerful for content marketing
To get big results, content needs to get people talking. Often times, the best way to do this is by creating an emotional reaction in the audience. Content that deals with a controversial or polarizing topic can be a surefire way to accomplish this”.
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