If you work in content marketing, you’ve likely heard the phrase, “Eh, I don’t like the sound of that,” after pitching a bold idea. Your client understands that inbound marketing is one of the most cost effective marketing strategies and can boost visibility and conversions, especially with viral content. However, they might not fully grasp that success hinges on cutting through the online noise, not adding to it.

Controversy achieves this, but getting approval for it can be challenging. Clients might associate their brand with controversy and envision negative press and online backlash. Gaining their confidence is possible with the right approach. This post will guide you through addressing five common concerns, helping you alleviate reservations and move closer to launching that groundbreaking marketing campaign.

1. “Where’s the proof that controversial content marketing works?”

This question arises from the fear of negative associations. Start by highlighting that controversial campaigns succeed by triggering emotional responses, crucial for generating shares and engagement. Explain that such content evokes immediate reactions, prompting audiences to engage because they have an opinion to share. Support your point with examples of impactful, albeit controversial, campaigns. A prime example is “Perceptions of Perfection,” created for our client Superdrug Online Doctor. We commissioned designers from 18 countries to Photoshop a model’s body to align with their culture’s beauty standards. The striking results sparked widespread reactions, generating nearly 600 stories and over 900,000 social shares.

2. “How will you connect the campaign back to our brand?”

Emphasize that shock value alone won’t yield desired results if the content doesn’t align with the brand’s core messaging and offerings. Consider UN Women’s “Auto-Complete Truth” campaign, which displayed images of women overlaid with real, sexist Google search queries like “women need to know their place” or “women shouldn’t vote.”

Credit: UN Women This campaign resonated because it was rooted in the core values promoted by UN Women, particularly their mission to end discrimination against women and girls. Its message of female empowerment was amplified by global publications like Adweek, The Guardian, and Fast Company. The campaign’s success led the organization to revisited the campaign later that year, achieving similar impact.

3. “Won’t a controversial marketing campaign present my brand in a negative light?”

Clients’ apprehension towards controversy is understandable, given its association with arguments and disagreements. However, it’s crucial to distinguish between different forms of controversy and how their execution influences negative feedback. Here are a few approaches:

• Shocking or unexpected campaigns: This content aims to surprise. For instance, the headline “Eww! New Study Finds Expensive Hotels Have More Germs” boldly claimed that five-star hotels are the dirtiest, generating buzz and landing a spot on Yahoo.
• Taboo campaigns: This content tackles rarely discussed topics, like “Sexually Suggestive Emojis,” which explored the global use of suggestive emoji combinations.

• Debatable campaigns: This category encompasses most controversial ideas, presenting data from both sides of an argument and encouraging reader discussion. The headline “The Most Prejudiced Places in America” sparks debate by appealing to geographic pride, prompting readers to share their opinions. While these approaches differ, they share a reliance on data and reader-driven discussion, separating the brand from potential negativity stemming from the campaign’s results.

4. “What’s your plan for any backlash?”

Acknowledge that no controversial idea is entirely immune to criticism. Assure your client that while universal approval isn’t guaranteed, you have strategies to manage negative responses. Here are a few:

Avoid pushing a hidden agenda

Present facts instead of opinions. Successful controversial marketing lets data speak for itself.

Use credible data sources

Prevent the content’s validity from becoming a point of contention. Ensure your methodology is transparent, detailing data collection methods, exceptions, additional sources, and access to raw data.

Don’t engage with trolls

Prevent content errors from becoming the controversy. Implement rigorous quality control measures during production to ensure accuracy and high quality.

5. “When can we start?”

While presumptuous, your client might be ready to embrace controversial marketing at this point. Maintain momentum by having ideas and examples of successful past campaigns (with metrics) ready.

Final Thoughts: Anticipate reservations and have a plan

While audience reactions to controversial content are unpredictable, assure your client that it’s a powerful way to stand out. If hesitant, reiterate your focus on creating credible content aligned with their messaging before pushing boundaries. This strategic approach can transform their “eh” into a resounding “yes!”