The Idea

Is creating a controversial article for the purpose of marketing sneaky? Yes. But you don’t have to be ingenuine. And you can offer real value by taking a strong stand when no one else will.

Find something related to your business that is controversial but where there’s no right or wrong answer. Creating controversy is one way to fire up people’s emotions. And when emotions are fired, people pay attention and want to participate. Responding to controversial content works in a similar way.

Where to post

You can do this with a variety of media:

  • Blog articles
  • Podcasts
  • Videos
  • Tweets
  • Interviews
  • Etc.

Be strategic

Don’t be foolish, obviously. It’s a bad idea to do or say something that everyone will hate you for or will tarnish the brand name you’ve worked hard to build. You want something where a large portion of your market will agree with you.. and then hopefully check out what you have to offer.

The second key part here is to get a response out of someone with influence on social media or YouTube. For example you can record a video called “Marketing is dead! Nothing left but a bunch of scammers” Then you can fire this onto your social media accounts and tag a few prominent marketers.. Then you wait.

Gain exposure

This idea is capable of generating backlinks from people responding through their own blogs or media. If done well, it’s the type of exposure that can build traffic quickly.


  • Ease: Tough
  • Cost: Free
  • Scope: Medium
  • Speed: Quick
  • Reach: Global