Some controversial content appears to only be published for shock value, to gain views any way that it can and often without much of a point to make. If written in the right way however, and at the right time, however, controversial content can still have a place in your content marketing strategy. And without reflecting poorly on your brand.
Read on to discover how you should write controversial content in the right way…
Consider what you are writing and why
You shouldn’t write controversial content for no reason, but there are reasons that are perfectly valid for wanting to do so. Consider your audience, what they want and whether this piece of content will give it to them. It may be that you are writing about a crucial issue that impacts them in which case you should go ahead. If not, it may be a topic worth dismissing for now.
Your New York City SEO company can help you to discern what it is that your ideal audience will accept and what they won’t. This can help you understand whether or not you are creating content for the right reasons.
Tailor your approach – be disruptive not crude
Regurgitating an unpopular opinion, stirring up emotions and making an entirely one-sided argument is not usually the best approach for creating content. However, challenging the status quo, suggesting improvements and ways that you think you can make it better certainly is.
Tailoring your approach to the controversial topic is arguably key in not harming your brand. You can opt to include that you are presenting one opinion or suggestion, that you are playing devil’s advocate, or even add in a touch of humour. If it feels appropriate to do so.
If you are unsure, have a colleague read over your content and give their opinion before you publish it. A second set of eyes is always handy in situations like this.
Give information on both sides
Facts are essential if you are determined to argue a controversial point, especially as a part of your business content marketing strategy. There is little point in alienating a large portion of people to discuss a topic like religion or politics unless it has a direct bearing on your target market. And even then, it is a good idea to show that you have considered both sides.
Clearly present your facts, trying not to get too emotional or drawn into overly subjective arguments along the way.
Be prepared for the response
Finally, if you are writing about controversial topics you should be prepared for there to be a response. You may need to politely respond to critics and reframe your point so that you don’t lose potential customers. All in all, unless there is a real reason to do so, controversial content can be more trouble than it’s worth.
If you do think it is a point worth making and will benefit your business in the long run, remember to check your facts, tailor your approach and even inject a little humour if it feels appropriate. Remember, the key is to not harm your brand, so always make sure you are confident in the message and the tone before you hit post.