Blog controversially, but legitimately, to win traffic
Writing a blog post about a controversial issue is a sure-fire way to win traffic, however, blogging incorrectly can mean damaging brand reputation. There is a fine balance to strike between controversy and legitimacy, but for those that find that balance have a fantastic piece of linkbait on their hands. The reason controversy works this way is that people often want to share it with their friends, or with other industry experts so they can get other opinions about the subject matter. This sharing, be it on social networks or forums, equates to link building and the development of a more diverse and authoritative organic link profile. So, the question is, how do you go about striking this equilibrium without risking alienating a user-base or damaging a brand name.
1. Picking a topic
This can often be the most difficult piece of a linkbait article because it demands thorough research and it can often make-or-break how successful a blog post will be in attracting links. The most obvious point is to remain relevant to the niche that you are writing the blog post for, because obviously you would want it to spread within the relevant community. Also, remember that a controversial topic will generate a higher degree of emotional investment from the reader than a standard blog post – this is because you are dividing opinion. This means you need to have conducted accurate research that can support the standpoint you believe in and will stand-up to the scrutiny of those on the other side of the fence.
2. Writing controversially
One you have located and researched a topic of contention, the next process is to write the article or blog. The arguments you present in the text must be well constructed, informed and logical because the more cohesive your argument, the more likely the readers are to engage with you, comment and share. However, if there is an opportunity to leave an argument open, this is likely to generate more comments (which in turn generates more long-tail content) and therefore more traffic. This is because it encourages people to give their opinion, whether they disagree or not, and this will help create links across the web and generally improve online visibility for a brand.
3. Make people aware
If you dedicate a lot of time and resources to preparing and creating a controversial blog post, you need to start sharing it and making people aware of it if it is to reach its maximum potential. The best way to do this is to use social networking channels to spread the blog to a mass audience, and then begin discussing it in specific sector relevant forums where industry experts are active. If they pick up the link and begin sharing it, then it will gain credibility and perhaps gain more traction in terms of attracting links. It is important not to become fixated on repeatedly sharing the single piece of content through your social networks. This means that regular followers on your social accounts will realise that the posts you are sharing are particularly important and demand attention.
4. Be prepared to defend your point of view
If your posting something that represents a minority point of view then you should be prepared to defend that opinion when comments criticising you blog post. This will be helped if you have conducted thorough initial research and are passionate about your argument, but if you have done it purely for the sake of causing controversy then, again, you risk damaging brand reputation. Don't start personally attacking others that have commented negatively on your post, instead take the time to consider the argument they are presenting then calmly respond by telling them why you are right. Simply make sure the replies you post on comments are respectful, informative and remain committed to your original argument.
Hopefully, if you follow the points that have been stated above then you can produce controversial blogging material that is legitimately informative and useful for the relevant online community. A blog can serve many search marketing purposes, including link development, but this particular tactic is highly effective at building brand awareness across the web. If you have any further questions about any copywriting, or any of our other services at Click Consult, then please feel free to contact us through our website.
