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The Art & Science of Using Opinions, Editorials & Rants in Your Content Marketing Program

image_-_opinionYou’ve seen the attention celebrities and public figures draw when the latest scandal breaks out, so it’s not hard to see how controversy can be a strong marketing technique when used properly. By pushing the edge of the envelope on what’s acceptable, you do risk offending some of your readership; however, you also generate buzz about your brand. You show your human side when offering your opinion through a rant or editorial, a factor that can help your readership connect with you on a personal level. It’s a delicate balance, but you can master the art and science of scandal with a few controversial blog post tips.

Do show your passion when ranting.

Opinions and editorials are more well-received if they’re expressed with a fervor that shows you really care about the topic of your content marketing program. Saying what’s on your mind will impress your audience, and it boosts your credibility when you do it in a way that shows you’re more concerned with making a point that converting a sale. It’s best to show your passion when you’ve already established yourself as a thought leader, as opposed to when you’re trying to build readership.

Don’t argue the plainly obvious.

It’s pointless to talk about topics that most of your readers already agree upon. Ranting about taxes or the high cost of gasoline isn’t going to get their attention. Arguing the obvious is safe, but not the tone you’re looking for if you want cutting-edge content that gets your audience sharing your material on social medial.

Do wait a day or so before posting your rant blog.

Much like impulsively shooting off a harsh email, you should always give yourself time before posting controversial blog posts. Wait awhile to let your emotions cool down, gather additional fact support for your opinion and come up with more support for your position. Remember that you’re publishing content that some might consider offensive, and you’ll want to think about whether you want to risk losing them.

Don’t attack the person, rant about the issue.

Name calling and personal attacks aren’t the way to effectively express your opinion through your content marketing program, so save the trash talk for sports. If you disagree with someone’s position, focus on the topic at hand and post additional information to support your argument. When you find yourself on the wrong end of an attack by someone else, diffuse the situation with humor and honesty.

Do provide plenty of context to explain the backstory.

Your readers don’t know where you’re coming from when you’re posting a passionate article that they might see as controversial. Make sure they can relate to your position by providing plenty of context that explains the backstory. Make sure you have all the facts and go through the chronology of events to give your audience perspective. As you’re finishing expressing your opinion, include a proposed solution to the problem.

Don’t bother with disclaimers.

Once you say it, you own it. Telling readers you’re in a bad mood or didn’t get enough sleep shouldn’t be an excuse for ranting. Saying what you feel once in awhile can be an effective part of a content marketing program, so take responsibility for what you’re expressing to earn respect from your audience.

Do have fun.

An editorial or opinion post on a controversial topic will be an obvious departure to the excellent, educational content you normally post. So throw in some comments you normally wouldn’t make and keep your post casual. Many of your readers will find your honesty amusing, and won’t take anything too seriously.

Don’t go overboard.

Recognize your limits when posting opinions and editorial content, as you’re going to lose some followers if you offend them. Exaggerate your material with crazy anecdotes to show that you’re only half-serious about your ranting. If anything, they’re likely to be entertained and you might end up going viral if they share your content.

These controversial blog tips should help you get started with using opinions and editorial pieces as part of your content marketing program. Have you published some risky material online? What are some of your favorite recent rants that garnered attention?



About Jon wuebben

Jon Wuebben is the CEO of Content Launch, which offers the first content marketing software built for small and medium sized businesses (SMB’s) and digital agencies. Content Launch also provides content writing and content strategy services for hundreds of companies and digital agencies. His book, "Content is Currency: Developing Powerful Content for Web & Mobile", helps businesses learn how to plan, create, distribute and manage content. "Content is Currency" has been published in six countries worldwide.

Jon has spoken at Content Marketing World, Online Marketing Summit, South by Southwest (SXSW), Marketing Profs B2B Forum, Search Marketing Expo (SMX), Social Media Marketing World, New Media Expo, Intelligent Content Conference, Content Marketing Retreat, Lavacon, ADMA (Australia), BIA Kelsey Small Business Forum, the Media Relations Summit and for many organizations, including Hubspot, Intuit, the American Marketing Association and Shop.org as well as industry groups in the areas of content marketing, mobile marketing and entrepreneurship. He has been listed as a thought leader in the content marketing space by countless publications since 2008.

Find out more at contentlaunch.com

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