Andrea Lehr says, “Content marketing continues to dominate as a key component of a successful marketing strategy, but to see strong results, you need to regularly produce content — specifically content with a high-viral potential.

Most marketers would argue that no one can predict whether or not something will go viral, but a lot of these same individuals simply aren’t satisfied with run-of-the-mill results. In their ideal world, an investment in content marketing should deliver exposure that rivals celebrity headlines and breaking industry news.

The problem? They’re failing to recognize that many of these high-profile headlines gained traction because they were highly controversial.

You see, polarizing ideas work because they trigger an emotional response — and this kind of reaction has a huge ripple effect due to the innate self-interest generated. Remember, though, that brands walk a fine line when it comes to controversy. That’s why we’ve put together a few things to keep in mind below that will help your team stir the pot while not crossing any boundaries”.

How to Experiment With Controversial Content (Without Alienating People)

HubSpot

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