Trump knows this very well, such that he has lead the discussion over who gets elected president for the better part of last year. Even when the topic is some other contender the discussion is always about Trump and what controversial comment he twitted that day.
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Sneek peak at most sucessful campagins....
[Case-Study] Controversial Content That Earns Hundreds of Links
Synopsis
One such example of balancing a sensitive topic while minimizing the potential risk is a recent campaign we created for apartment listing site Abodo.
Our clients are usually fine with controversial topics as long as we don't take a stance on them and instead allow the data we've collected to tell the story for us.
For the Abodo campaign, the data we presented weren't a direct reflection of our client but rather came from an outside source (Twitter).
We packaged the campaign on a landing page on the client's site, which includes the design assets and an objective summary of the data.
This keeps the content from being a total downer, which is important for social sharing since people usually want to pass along content that will make others feel good.
Our recent study on the emotions behind viral content found that even when viral content evokes negative emotions, it's usually not purely negative; the content also makes the audience feel a positive emotion or surprise.
To combat any doubts around where the information came from or how the data were collected and analyzed, we publish a detailed methodology alongside all of our campaigns.
For the Abodo campaign, we created a PDF document of the research methodology which we could easily share with publishers.
This is true for any content campaign, but it's especially important to have an error-free campaign when dealing with a sensitive topic since it may be under more scrutiny.
Although the controversial subject matter helped this campaign gain attention, we also incorporated other proven elements of highly shareable content:
* Geographic angle. People wanted to see how their state or city ranked. Many took to social media to express their disappointment or pride in the results.
* Timeliness. Bigotry is a hot-button issue in the U.S. right now amidst racial tension and a heated political situation.
* Comparison. Rankings and comparisons stimulate discussion, especially when people have strong opinions about the rankings.
* Surprising. The results were somewhat shocking since some cities and states which ranked “most PC” or “most prejudiced” were unexpected.
Regional publishers showed off that their state had the nicest tweets.
Methodology
You don’t want the validity of your data to become a point of contention among publishers and readers. This goes for any data-heavy campaign but especially for controversial data.
To combat any doubts around where the information came from or how the data were collected and analyzed, we publish a detailed methodology alongside all of our campaigns. For the Abodo campaign, we created a PDF document of the research methodology which we could easily share with publishers.
Include the following in your campaign’s methodology:
* Where and when you received your data.
* What kind and how much data you collected. (Our methodology went on to list exactly which terms we searched for on Twitter.)
* Any exceptions within your collection and analysis, such as omitted information.
* A list of additional sources. (We only use reputable, new sources ideally published within the last year.)
( NOTE: Because, it doesn't load for security reasons here is the link to the full article https://moz.com/blog/case-study-controversial-content-earned-hundreds-links Thanks, for your understanding. )
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