Controversy? It works...
I’m sure that you have read countless posts about how guest posting on other blogs is a great source of self-promotion and traffic.
And it’s true, guest posting is a great tactic – just look at Danny Iny who has skyrocketed to internet stardom with guest posting as one of his main marketing methods.
But this isn’t going to be a general “you should be guest blogging” lesson.
A recent guest posting experience on Triberr-head-honcho Dino Dogan’s blog taught me the value of a controversial post.
I don’t mean controversial in terms of offending people. I mean controversial in terms of a divisive topic that will sure to spur a lot of back-and-forth discussion.
In this particular instance, I wrote a post criticizing the Occupy Wall Street movement. I knew that this was sure to get people on both sides of the argument chiming in to create a pretty good discussion.
After all was said and done, the post attracted 95 total comments (at the time of me writing this post) – good for fourth most in the history of Dino’s blog.
So how does this relate to self-promotion and traffic building?
It’s simple really, but something I didn’t realize until I experienced it myself…
1. Blog Post Immortality
Many bloggers display a list of most popular posts in their sidebar.
There are several benefits to this. You get some link juice to your individual posts, and it provides an extra navigation item for visitors to take a look at.
More often than not, these lists are powered by widgets, and “most popular” is synonymous with “most comments.”
So, if a blog incorporates one of these “most popular posts” widgets, and you happen to share a controversial guest post, guess what happens…
You live in infamy on the blog’s sidebar (at least until a few people can come up with something more controversial than you 
).
That means that any time someone looks at the sidebar of that particular blog, they will see your post.
Most blog posts tend to fade away after they initially go live. Unless they are well optimized for SEO to show up in search results, they may only live on with a trickle of traffic.
But a post that sits in the sidebar will always have a chance of attracting visitors any time someone comes to the blog.
2. Building Subconscious Authority
In a similar situation, some bloggers also display those visitors who are most active in discussions on the blog. It is a way for the blogger to say “thank you” to visitors who are most active.
Again, this is usually widget-driven, and the more comments you leave, the higher up the list you go.
A well-mannered guest poster will always stick around for the discussion on their guest post and answer any comments, questions and concerns the readers may have.
And if you are writing a controversial post, there will be comments!
By staying active in the discussion, you quickly rise up the ranks of “top commenters.”
This, in my opinion, is even more beneficial than having your post featured in the sidebar because of the direct exposure you gain.
A visitor to that blog doesn’t have to click anywhere to see your face…it is out there in plain sight.
Authority is often built on exposure. The more times someone sees your face, the more authority you gain in their mind. Even if they never see your guest post, or don’t click on your face to find out more about you, your image is registered in their subconscious as a building block to authority status.
3. Relationship Building
A controversial blog post gives you the opportunity to interact with real people without having to find an excuse to start a discussion.
The post gives them an excuse to start a conversation with you. Your main job then becomes to respond and interact.
If a reader agrees with you, then you already have a good starting block to build on a relationship - you have something in common.
If handled properly, a disagreement can also lead to something greater. A difference of opinion doesn’t have to be a fight, it can be a civil discussion.
And any discussion can lead to a second discussion (and so on…).
Topics That Spur Discussion
Like I said before, controversial doesn’t mean offensive. Controversial, in this case, just means that people will hold strong opinions on the topic.
In the case of my guest post, the topic happened to be political (although I tried to stay away from politics and focus on marketing - it didn’t quite work ).
It also happened to be very timely in terms of recent events.
So what sparks discussion other than current events and politics?
A previous post by Danny Iny here on Traffic Generation Cafe covers six triggers that build buzz:
Here are the six triggers:
- The taboo
- The unusual
- The outrageous
- The hilarious
- The remarkable
- The secrets
Remember, it is OK to disagree with someone if the discussion is good and civil. Don’t be afraid to be opinionated.
What discussion can you start today?
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A wife to a great husband, a mother to a beautiful and, no doubt, genius little girl, and a successful internet entrepreneur. I also devoted my life to Jesus Christ many years ago, and He remains my true priority, focus, and hope.
{ 43 comments… read them below or add one }
Couple of really good points, you’re totally right in the fact that controversial posts tend to generate more discussion.
I feel like the key is doing it without coming off as sleezy and as wanting to generate a true discussion rather than just picking at people’s emotions.
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Yes, you definitely want to avoid sleeze.
That’s true. Sleezy is easy to pick up on though I think (like a certain publicity stunt that a few big names recently pulled).
I actually just happened to write the post I talk about here at the same time Dino approached me about a guest post. It was perfect timing and these are the results.
Can’t say I planned it out to go this way. Good lessons learned though
Eugene Farber invites you to read: Get Started with Content Marketing (Worksheet)
Fantastic post Eugene. Guest posting has been also one of my favorite and best tools for promotion and relationship building.
As for controversial posts, you are absolutely right, it works just like in any other situation. People like posts that go kind of beyond the “normal” stuff. Thanks.
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“Going beyond the normal” always gets it done. I like how you put that. There’s so much “normal” out there. Its almost like putting in a bit of extra effort makes more difference than it should
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Hi Eugene,
I have, once or twice in the past written posts for my article directory that have gone viral because of the fact that they were what many apparently considered to be “secret”.
What was so funny was the article just contained common sense stuff.
In retrospect, I realized that I had picked a taboo subject and simply told the truth of the matter…it was quickly labeled as a “secret exposed”.
Looking back it was really pretty funny.
Nice post. Kinda makes me want to go and write some link-bait…;)
Mark
You know, I’m recently learning more and more about the “curse of knowledge.”
What may appear to be common sense to you, may not be common sense to someone else because you are so involved in the topic and are so knowledgeable.
Writing link-bait is always good. Get to it
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Hi Eugene..
Thats very much true and I am agree with all 3 benefits of controversial guest post which you have shared as I personally experience it.
First of all you have to check thoroughly the guest poster before posting as it can harm your image.
That’s true. But most people read over the post before posting it (or at least most people that care about their blog). I’ve turned down a few guest post offers after reading the content.
Eugene Farber invites you to read: Get Started with Content Marketing (Worksheet)
Hey Eugene, very nice post man
No doubt guest posting is one of the most powerful techniques to generate both link juice and traffic back to your site. And I can see your strategy here targeting some long term goals.
People like to discuss, they want to show themselves up. That’s why controversial “things” always work great! Thanks for sharing your experience.
All the best!
My pleasure! Honestly it wasn’t really my strategy to begin with. Dino is just a guy who doesn’t shy away from discussion on his blog…actually, he promotes it. So his blog was the perfect place for a post like that. Combined with the fact that it was based on a current event, and it drew a lot of discussion. These are just lessons learned
Eugene Farber invites you to read: Get Started with Content Marketing (Worksheet)
If you are going to guest post you want to do your best to get the community to engage and interact with you. That sort of interaction yields so many benefits it is foolish not to take advantage of it.
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Very well said
.
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Hi Eugene,
I love your second point of writing a controversial post best. From your experience, you have about 70-90 replies to the readers of blog and you must have been visiting Dino’s blog often and on which gives you more credibility in the sidebar as one of the top commenters.
I must say I like Danny Iny’s six (6) Triggers and I implemented it on my blog.
In summary, you’re right about controversial topics. It creates that buzz. When I started out blogging about 5 months back, I wrote a controversial post titled sorry kills a relationship. It was really a debate with my readers and I’m trying to break the jinx of this post ranking as the most popular on my blog because I expect much more at this stage.
Regards,
Chukwuka.
Chukwuka Okwukwe Chukwuka invites you to read: Sorry Kills a Relationship
I try to make it a point to visit Dino’s blog even when I’m not guest posting over there. But when I was working on this post and Dino approached me about a guest post I knew it would be perfect because Dino isn’t the kind of guy to shy away from “controversy.” He also disagreed with me on several points yet still published it, which is very commendable.
I wouldn’t look at the post as a jinx at your post as a jinx at all. Especially if its your most popular post.
But you can look at why that post had the success that it did, and use that as a model to create other great content.
Eugene Farber invites you to read: Get Started with Content Marketing (Worksheet)
This is a very good point. I still see debates in the comments section raging on for certain controversial but meaningful issues all over the web. It certainly keeps the blog ‘immortal’. If the guest blogger knows this, he or she will certainly be keeping a close eye on the topic too to keep responding both to the direct comments to him as well as participating in the overall discussion.
-Jean
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Absolutely Jean. I think a lot of discussion happens on political blogs/forums but not so much on those focusing on business/blogging/marketing.
But if you can take a controversial topic and apply it to your overall theme, you can get some great results.
Eugene Farber invites you to read: Get Started with Content Marketing (Worksheet)
Very true, Eugene. Politics and religion by nature are born to create hotly debated discussions but like you said, in business/blogging/marketing, there are certain ways of putting things in perspective that can really start off a never-ending debate. And many bloggers know exactly how to start that ball rolling.
-Jean
Jean invites you to read: How to stay safe while driving on wet roads
As bloggers, well as writers really, we should be pushing our readers to step out of their comfort zones at least once in a while. And a post that does that — either makes them think about something differently or challenges an assumption or takes a contrary position on a topic held dear — isn’t controversial in the way some of the other comments have interpreted it, although it can spark a lively intellectual debate that is fun for the participants as well as those who only watch. I believe that is really what is meant in the post — don’t be afraid to step out there and speak your truth. It’s good for your readers AND it’s good for your bottom line.
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Your interpretation of what I meant by “controversial” is dead on.
I almost feel like it doesn’t take much to be controversial around the blog circuit any more because it’s one big love fest of big names supporting big names, and new guys trying to get noticed by the big names.
Of course, what better way to get noticed than to write something that sparks discussion?
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Eugene,
Absolutely. Even though I do not write many controversial posts, I love the back and forth debate. It is one of the best ways to use comments. Not just as a way to say “good post” or get a link, but as a way to spark some genuine and interesting conversation.
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Yeah, I think commenting just for the sake of links is a bit of a waste. You can always go on Fiverr and get someone to build a link wheel for you.
Comments should be left for discussion. Of course thanking someone for a “how to” post is always welcome. Nothing wrong with letting someone know that their efforts are appreciated.
But a back and forth (or even heated) discussion every once in a while is good for the soul
Eugene Farber invites you to read: Get Started with Content Marketing (Worksheet)
Hey Eugene, thanks for the mention!
I think you raised a really good point here - it’s not just that controversy creates discussion in the moment, but it makes for a more successful post in general, which leads to more traction over time.
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My pleasure Danny.
I think that a lot of people are afraid to share their opinions because someone is going to disagree. But why have the blogosphere if it doesn’t have discussion?
I think that’s why these kinds of posts get the traction…they do what the blogosphere is made for
Eugene Farber invites you to read: Get Started with Content Marketing (Worksheet)
A controversial post can indeed catapult you to temporary infamy or stardom. I think it’s a great technique to get a conversation going; though, you must indeed be somewhat thick-skinned and ready to take some serious ribbing by less well-mannered commenters. I appreciate your post and the extra advantages of writing one that you included.
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I found that most commenters were there to have a discussion. Of course, its hard to see through text sometimes…maybe they were reeling with anger. But I think what resulted was a good discussion more than an argument.
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Hi Eugene,
First, thnx for having me all over this post. Serendipitously enough, Ana and I had coffee yesterday at Cartel in Tucson, AZ and it was just an amazing pleasure to meet someone whom you met online.
Second, the post you wrote was a great post first and foremost. I think many bloggers -when guest posting- phone it in. This will never enable the guest poster to grab the community’s mindshare. And as a guest blogger, you want to drag few people over to your house and make them permanent resident on your own blog.
And third, your points are dead on.
#thatisall
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My pleasure Dino, thanks for allowing open discussion on your blog.
I think phoning it in with a guest post makes no sense at all. You are exposing yourself to a new audience…why not try to impress them?
I actually had the pleasure of having breakfast with Mark Schaefer on Wednesday. It’s amazing to me how the internet can connect us…and someone like me can have breakfast with someone of Marks’ stature (who was presenting to Johnson & Johnson the night before, and having lunch with the founder of LinkedIn the day after).
We’ll have to connect when you’re back on the east coast and it’s warm enough for you
.
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Mark was in Jersey few months ago, we had some Turkish food. Awesome dude indeed.
Dino Dogan invites you to read: The World’s First Dream Commercial Brought To You by McDonalds
This idea could definitely work out, depending on the niche. I personally don’t like being controversial, so I don’t blog that way. But for people who love getting in arguments, it’s and easy way to attract attention
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Lol, it doesn’t necessarily have to be an “argument” per se…it could be a civil discussion of opinions. Can’t we all just get along?
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I guess when I think ‘controversy’ I take it to mean ‘heated debate.’ That means sparks flying on both side
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I’m not sure to why but as I get older I tend to care what people think about me too much. In fact it’s to the point where I would never consider Controversial post. I think it’s better off simply coming up with a more intelligent way to grab attention. With that said I have seen some people really benefit from these articles and perhaps I’m being a little naive where a Controversial post doesn’t have to be bad.
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I’m the opposite, I feel like I care less and less (at least I hope I do
).
I think that the word “controversial” may be a little misleading in this case. Think of it more as an opinion piece which would draw discussion from people with differing opinions.
It doesn’t have to be a bad thing at all. In fact, I think more “controversial” posts would be a welcome sight in the blogosphere. I don’t think there’s enough discussion going on.
Discussion is a good thing. It’s stimulating.
Eugene Farber invites you to read: Infographic: Content Marketing to Replace Traditional Advertising?
Hey Eugene your absolutely right and this is why I added that little extra comment at the end about controversy not having to be a bad thing necessarily. I think the main reason I try and not be to controversial is because my online name (blogengage) (bbrian017) is a brand that represents something larger then myself or my opinion and at times I have to try remember this.
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Good advice. Not long ago, many of us witnessed quite a controversial back ‘n forth between two popular bloggers. It’s an interesting traffic strategy, one I should have included in post the other day about “Punk Rock Style Online Marketing.” We all have to be more clever, but just not cross a certain line.
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Hmm, I think I know what back and forth you’re talking about. Although I haven’t seen the actual email.
That seemed to be more of a publicity stunt. What I am suggesting is creating actual quality content that sparks discussion - something I don’t feel there is enough of in the blogosphere love-fest
.
Eugene Farber invites you to read: Infographic: Content Marketing to Replace Traditional Advertising?
Well, I have always noticed the fact of big conversations and comments on controversial topics but never thought it in this perspective! I will remember these 6 words you have pointed out and these really give the readers a reason to give their opinion on the matter!
But one drawback of controversial posts is that some readers may go very offensive against the others in the discussion and may give a bad impression to the others.
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That is, of course, possible. But I think that the vast majority of people will be civil. That’s the benefit of having a discussion through written text…you have time to think of a well though-out response instead of shooting from the hip with an emotional response.
The important thing is that you, as the writer, don’t get offensive. You can’t control what other people do.
Plus, this does a good job of exposing people that don’t want to have a rational discussion. So you know to stay away from them in terms of business prospects
.
Eugene Farber invites you to read: Get Started with Content Marketing (Worksheet)
Surely true!
I also understand the use of power to moderate discussion so that it does not become so irritating
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Eugene,
I recently wrote a post on Guest Posting (see the link below). What I found to be extremely interesting is that many of the commentors said that they really prefer Commenting over Guest Posting as far as increasing exposure to their online brand.
I think that this post is fantastic especially since guest posting has been on my brain recently but what are your thoughts on Commenting over Guest Posting?
Thanks
Ryan H.
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Hi Ryan, thanks!
It’s funny you should ask that. I just wrote a post last night about commenting myths. And one of those was about exposure.
It was a bit of a different angle though…I wrote about how it’s not the best way to get backlinks for SEO because comments should be well thought-out.
The true benefit of comments, in my opinion, is to connect with the author. But when you are trying to get more exposure, guest posting is more effective.
I’d like to see a statistic of how many people actually read through the comment section of a post after they read the body…I bet it’s not a lot. But the actual post body gets people’s attention (more people than just the host of the blog).
Plus, isn’t the whole point of blogging to get your ideas across? Guest posting on other blogs gets your content out there in front of more people (or different) people.
Thanks for the comment!
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