This was a major discussion point for the NCFBA a few weeks back and it also came up in the past week which all started with a Guest Post on THE Canadian Personal Finance Site.
The Guest Post was from a client who was looking to post something that would lead more folks to their website, and thus the post Why You Need to Consider Lifestyle in Your Retirement Planning, which seemed fairly innocuous to me, if not a bit boring, but nothing to get excited about.
I figured to be a good host, I actually submitted this post to a couple of Blog Carnivals to help with traffic generation for the post, and that is where the problem arose. I submitted it to the Carnival of Wealth, which then caused the following to be included in the Carnival:
Big Cajun Man had an even bigger layoff than Shailesh Kumar, we think (have to check the records.) The former returns with a…oh wait, it’s a guest post by “journalistically trained” Miranda Marquit. Take it away, Miranda:
keyword keyword incredibly basic thought keyword SEO phrase link to sponsor keyword keyword pap keyword SEO phrase pablum keyword pabulum keyword keyword insultingly rudimentary advice keyword SEO phrase unnecessary adverb to keep the word count up keyword
I read that and laughed out loud and hence came my thought that this might actually help the post by adding controversy to the post. I have actually spoken to Control Your Cash and I don’t really have any problem with the comment (I might even agree with it, but I wouldn’t say that on the record).
This then caused me to write another post Insultingly Rudimentary Advice, which caused a great deal of supportive comments from my regular readers. It also had links all over the place, so it couldn’t hurt the whole SEO Mojo of things, and I actually have submitted this to the next Carnival of Wealth, we shall see what comments it creates.
Here’s an expanded discussion on the topic of whether controversy really sells:
The Power and Risk of Controversy in Marketing
Controversy has long been a tool marketers, writers, and businesses use to attract attention, spark discussion, and engage audiences. From shocking ad campaigns to provocative articles, controversy has the power to cut through the noise in an oversaturated media landscape. It can boost brand awareness, increase social shares, and generate passionate conversations that drive traffic and engagement when used strategically.
However, controversy is a double-edged sword. While it can quickly capture attention, it also risks alienating potential customers or damaging a brand’s reputation. If handled recklessly, controversy can backfire, leading to backlash, negative press, or even boycotts. It’s essential to assess the potential impact before using controversy as a marketing strategy, ensuring it aligns with the brand’s values and audience expectations.
Why Controversy Works
One reason controversy is so effective is that it taps into human psychology. People are naturally drawn to emotionally charged topics; it fuels curiosity, debate, and strong reactions. When content challenges the status quo, readers are more likely to engage by commenting, sharing, or debating with others. This heightened engagement signals to search engines and social media algorithms that the content is relevant, increasing its visibility.
Controversy also fosters a sense of community. When people feel strongly about a topic, they are more inclined to voice their opinions and connect with like-minded individuals. This can be advantageous for brands looking to build a loyal following. Companies like Nike and Ben & Jerry’s have successfully leveraged controversy by taking bold stances on social issues, appealing to their core audience while creating viral discussions.
When Controversy Fails
Not all controversy leads to positive results. If a brand or content creator is perceived as being controversial purely for attention, audiences may see it as inauthentic or manipulative. Choosing the wrong issue or tone can also alienate customers, leading to lost trust and loyalty. A poorly executed controversial campaign can invite unwanted scrutiny or public relations disasters that overshadow potential benefits.
Evaluating whether the controversy aligns with the brand’s mission and values is crucial. Controversy should be used with purpose—whether to challenge an industry norm, raise awareness on an important issue, or spark meaningful dialogue. Businesses and content creators must also be prepared to handle the response, whether positive or negative, and engage in discussions thoughtfully.
Conclusion
Controversy can be a powerful marketing tool when used strategically, but it is not without risks. It can boost engagement, strengthen brand identity, and create lasting conversations when executed well. However, mishandling controversy can lead to unintended consequences, making it essential to approach it with caution, authenticity, and a clear understanding of the potential impact. Before diving into controversy, brands and creators should ask: Does this align with our values? Are we prepared for the response? If yes, controversy might just be the spark needed to ignite meaningful engagement.
Does controversy still sell? It might, we shall see.