Why ‘controversy’ is a lousy content strategy

Five reasons why deliberately roiling negative emotion will work against your brand or organization in the long run.

I recently listened in on a webinar in which a young guy was pontificating on the best strategies to build an audience for your content. A pillar of his presentation was “be controversial.”

This struck me as odd. Is “controversy” really a sustainable position for a content marketing strategy? The more I thought about this, the more I disliked this advice.

First, let me distinguish content that is “conversational” or “thought-provoking” from content that is controversial. A definition of controversial is “a state of prolonged, contentious public dispute or debate.” The keywords here for me are “prolonged,” “contentious,” and “public.”

Sometimes controversy happens. Occasionally, it might even be unavoidable. But is this a tactic you should mindfully pursue as a long-term content strategy? Let’s take a look at five reasons why the answer is no:

1. It is naive.

I have this image in my head. I walk into my boss and I say, “Hey, I just attended this webinar, and I’m convinced that we need to be more controversial to be build our company’s blog audience.”

What do you think the reaction would be?

Can you think of any respected, successful company that pursues a prolonged dispute as a social media marketing strategy? Of course not. Companies are built to avoid controversy. Most brands are not built on a negative emotion.

2. It is exhausting.

Have you ever been in the middle of an online controversy? Nothing can suck up more time and energy from your day. Do you really want a strategy with that impact on productivity?

3. It is not sustainable.

Reading “contentious” content is like watching a train wreck. In short doses, it might be gruesomely compelling, but it is not something you want to expose yourself to every day.

Study after study shows that positive, uplifting content gets more views and clicks over time. Who wants a steady diet of prolonged disputes?

4. It drives the “wrong” traffic.

Let’s say you’re the playground bully. Every time you start a fight, a crowd might gather to see what’s happening, but then they walk away when the fight is over. The people who watch might even pretend to be your friend and say the right things but they’re never going to totally trust you because if the bully is chronically contentious, it is only a matter of time before they turn on you too.

Controversial blog posts are like a schoolyard fight. It might drive a short-term spike in traffic through the “fascination” value, but is it going to make somebody want to befriend you? Become a customer? Or are they just going to stay on the sidelines and walk away?

5. It’s inauthentic.

Adopting “controversial” as a strategy is kind of like adopting “angry” or “love-struck” as a theme. If you are forced to aim for the same emotional tone every day, how do you avoid becoming a character instead of an authentic person?

I hope some of this makes sense. I am not saying that you should never be controversial. If you bring your humanity to your blog, occasionally you may strike a chord in others that results in a dispute.

Two or three times a year I write a post that results in controversy, but my content strategy is not to purposefully churn up a dispute. My strategy is to be honest, and sometimes being honest requires the courage to say things that go against the grain of popular opinion and to take the heat that comes with it.

I’d love to hear your take in the comments section-at the risk of being controversial, of course. How does controversy work for or against you?

A version of this article first appeared on Mark Schaefer’s {grow}.

(Image via)

Topics: PR


Ragan.com Daily Headlines

Sign up to receive the latest articles from Ragan.com directly in your inbox.