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Research indicates controversy drives marketing engagement
London School of Marketing (LSM) has released an article weighing up the pros and cons of controversial marketing content, citing successful industry examples, where controversy has created stronger responses...
A case for controversial content
"For marketers, content is a great opportunity to express the personality of a brand, but that means it needs to have a voice, and it needs to be an interesting one," the article states. "Great content does not merely talk at an audience: it starts conversations. It needs to say something new, something that provokes a reaction. And in some cases, this means it needs to be controversial."
Complementing a comprehensive range of blogs, whitepapers and case studies designed to support students pursuing sought-after marketing, business and academic designations, LSM experts reveal that social media content is more likely to be shared if it evokes a strong response from its readers, provided marketers strike a balance between motivating and alienating their audience.
"When it comes to garnering the greatest reach for your marketing messages, there is no need to shy away from controversial topics and opinions," the article concludes. "Whether you want your readers to laugh, cry or scream, the important thing is to know your audience, and what it takes to make them engage with you and your brand."
Click here to read the full article.
