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Recently updated: September 10th, 2025
The vast majority of advice for content marketing is the same: write blog articles and case studies, make videos, and post them via social media. Yes, it works but in the current AI-driven environment of search every person is doing it.
If you’d like to have your content marketing company or brand be noticed, you’ll need something that is more precise. A product that can cut through the clutter.
This “something” is controversial.
Not cheap, clickbait-style controversy. Don’t make noise just to make noise. We’re talking about strategically provoking controversy -the kind that establishes your brand, draws the attention of others, and makes you famous while keeping your confidence intact.
Content marketing controversy is similar to eating salt. If you’re not careful, you’ll end up being boring. Too much and you’ll be burned. But get it right? You can create a conversation that is viral, earn public attention and have a brand voice that people cannot ignore..
The best part is that in the time of AI overviews and answer engines companies that adopt radical positions are likely to get mentioned or referenced in the top three results of Google as well as Bing.
How do you handle controversy to market your content properly? Let’s look at it in detail.
Our brains have the ability to be aware of conflicts. That’s the reason headlines include:
Get clicks quicker than “10 Best WordPress Plugins” or “Benefits of Vegan Diets.”
If everyone is playing the safe side an angle that is controversial can be a pattern interruption.
Example: When Tesla launched its Cybertruck it was a design that divided the world. It was either adored or opposed. However, the debate generated billions of dollars in free publicity.
When you make a statement and make a statement, you will attract those who support your position — and deter people who don’t. This isn’t a problem. It’s actually how you can build tribe loyalty.
Examples: Apple vs. Microsoft in the 2000s. Apple ads mocked PCs in open fashion. Controversial? Yes. However, it also brought in the most fervent Apple supporters.
Platforms for social media thrive on interaction. Nothing can drive shares, comments and debates as much as an opinion that is controversial. More engagement = more reach.
Example: Nike’s Colin Kaepernick campaign. The campaign sparked boycotts, outrage and huge support. However, it also increased Nike’s social participation up 1,400 percent in just 24 hours.
Generative engines such ChatGPT Gemini and Perplexity give preference to distinctive, distinct perspectives when it comes to presenting reports. If your content takes a strong position, AI tools are more likely to give you a quote over more secure, generic competitors.
There are many different kinds of controversy. Not all are all created to be. Here’s a quick framework:
| Wrong Way | Right Way |
|---|---|
| Offending groups for shock value | Challenging outdated industry norms |
| Clickbait with no real value | Backing claims with data and examples |
| Insensitive topics (race, religion, tragedy) | Business, industry, or consumer pain points |
| Fighting competitors directly | Taking a strong stand on customer issues |
Also Read: 10 Best Ways to Leverage Content Marketing for Startups
Let’s look at how a content marketing firm can help clients using controversy in a way that is effective:
Question: What do people discuss in my particular area?
Pro Tips: For more information, check Reddit, Twitter (X) and Quora threads. These are excellent sources of controversial topics.
What is the biggest mistake that brands make? They attempt to remain neutral. Neutral = forgettable.
An Example: Basecamp (the company that manages projects) has openly criticised Slack’s chat culture. Instead of playing safe they promoted themselves in the role of being “anti-Slack.” Bold, controversial and powerful.
Don’t just be a ranting idiot. Be sure to back it up by citing studies, stats or case studies. This is how you establish credibility.
Example: When Neil Patel said “Content is NOT king, marketing is,” it caused controversy. He backed his statement with evidence that proved the importance of distribution over the creation.
People are able to remember stories, not statistics.
Example: Dove’s “Real Beauty” campaign challenged the beauty industry’s overly high standards. Yes, it’s controversial but told through real-life stories of people.
The media spotlights controversy however, you must turn that attention into sales leads.
Include CTAs such as “Disagree? Let’s talk. Book a strategy call.”
Create lead magnets based on your controversial position ( “Download our SEO Myth-Busting Guide”).
Let’s examine how some major industries have utilized controversy to inform the strategy for their contents:
Nike’s “Believe in something. Even if that means giving up everything” campaign featuring Colin Kaepernick polarized the public. Some fans burned their Nike sneakers. However, Nike’s online sales rose 31% over three days.
Lesson: Bold is in line with the values of your brand to attract loyal customers even when they turn off other customers.
If Elon Musk said, “Hydrogen fuel cells are stupid,” it was not impolite. But it also positioned Tesla as a leading authority on EVs. This stance was contrary to the norm, and influenced media coverage and increased brand recognition.
Lesson: Oppositional opinions can position your company as a thought-leader.
The Burger King’s “Moldy Whopper” campaign showed their burgers are rotting (unlike McDonald’s). Gross? Yes. Controversial? Absolutely. But it highlighted their no-artificial-preservatives message.
Lesson: Never be afraid of the discomfort that comes with it if it enhances your brand’s narrative.
By challenging the beauty industry in general, Dove made itself synonymous with “real beauty.” Sales increased by $2.5B to $4 billion in just 10 years.
Lesson: Controversy is most effective when it is fighting for the customer and not against them.
Gymshark was a firm believer in body diversity and authentic fitness marketing. There were critics who criticized it, however, millions of young people were deeply connected.
Lesson: Make use of controversy to establish an understanding of the cultural context.
If your company is in content marketing business Here’s how you can integrate controversy into a content strategy:
Blog Content:
Videos & Podcasts:
Social Media:
Email Marketing:
Lead Magnets:
AI Overviews Optimization:
Stay away from industries-related debate, not politics (unless your brand’s image is influenced by it).
Key Takeaways for Businesses
It’s no longer just about mixing into. Search engines, AI tools and social media encourage the bold and differentiate.
If you’re looking to become the one that people will remember, you must be willing to take risks. It is important to choose your sides. You must be open to debate but be sure to do so with a strategy—just like how the best SEO services and SEO packages are built with precision and intent.
The Reality is:
In the event that you’re not making people uncomfortable,
It’s likely that you’re not making anyone take note of it.
The question isn’t “Should I use controversy in my content marketing?”
The most important question is: “Which controversy will I own to make my brand unforgettable?”
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