Polarizing Content

CCarter

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Polarizing Content

This is an example of a marketing opportunity I took earlier today to show an example of how to think quickly on your feet:

"Google Out of Control - Google Wants Non Secure (HTTP) Sites To Have Warning"

Getting a bunch of people to talk about a polarizing topic on Reddit: http://www.reddit.com/r/bigseo/comments/2pstl9/google_out_of_control_google_wants_non_secure/

Knowing the audience of SEOs, I know there has been a big pain in the ass from the SSL nonsense from Google's propaganda, so when I saw this article it was a great opportunity for me to do some light 'trolling', I didn't even need to add much, just "Google Out of Control", and knowing that 90% or more of the subreddit had to deal with some SSL nonsense recently, this was sure to be a hot topic, so I just posted it, and let the crowd go wild.

What did I get out of it: Increased exposure for my brand on Reddit, a bit of points, but also seen as an authority by delivering fresh news - someone who's in and willing to engage and start constructive conversations. That's how you engage an audience, make them laugh, give them knowledge, or give them drama. If you can do one or more at a time, you've got a great recipe, and can continue that authority building. Once you are good enough and comfortable, that's when it's time to start dropping your own traffic leaks to your projects.

I also do this on Skype constantly, I'm a part of several large Skype chats - when there is downtime and I find something worth sharing I share it - the reason, I don't have time to participate on all those Skype chats everyday, so when people do see me, I'm usually giving them some knowledge, drama, or something useful. That gives them a warm fuzzy feeling, cause if they see me, they expect something good, not just nonsense and self-promotion. Every now and then, I'll drop some features I'm working on about SERPWoo to keep that in their minds too, but I'm not overly promoting it.

How to engage and get reactions:

You want to be the person bringing the "good news" to people, that way people anticipate and are kept on their toes regarding your "persona". How does this translate to you? You essentially have to become the "CCarter" of your niche. You have to immerse yourself in your niche, and become one of them, to promote to them. So if you are selling sports equipment, you have to become the "sports guy", talk about all the different things going on in different sports, baseball, basketball, football, soccer, etc. Like when Michael Jordan got traded from the Bulls to the St. Louis Rams - that caused a ton of backlash from the fans - when that hit you needed to be the FIRST one in your community to talk about it - that IS how you engage a community. You can't "pretend" to be one of them, you have to become one of them, then you can traffic leak them like there is no tomorrow and they'll love it.

If you're the person that's always giving out these great top 10 stats about baseball, or training, a couple of top 10s from your site won't hurt anyone at all. But if all you do is post your top 10, that's blatant self-promotion. That's the one thing you should always avoid. A rule of thumb for me is to share 19 good pieces of content for my 1 self-promo. some people say 10%, but in the beginning I start out at 5% to make sure people know I'm one of them.

One thing work noting is places like Reddit, forum communities, and platforms all feed on information - new information, fresh information - that way there are discussions to talk about. If there was no one talking about what's going on in any industry - Reddit would be a blank slate. So don't go into Reddit thinking about "manipulation", but more "understanding" what drives emotion within that community and then share something people will be passionate about - cause you know they recently had a pain about it or will so in the future like SSL for SEOs. At the end of the day, people don't like reading bland content - even if you are informing people bland doesn't work to keep people engaged.

So an easy way to become a community leader - lead a community, post about the latest going on in your niche, post it first, post a polarizing topic, and continue driving the community forward. It's a community - you're a part of, it's your platform IF you want it. Look at what I'm doing at BuSo - Live Case Study - we're inside an ultimate traffic leak right now, right now everyone is being marketed to and loves it - cause it doesn't feel like marketing since you are gaining knowledge, examples, experiences, that you can utilize - the holy grail every content marketer is preaching about = "Value". All value is at the end of the day is creating content people will love to share and walk away with feeling a bit more powerful.

Homework: Create 10 topics titles in your niche which have Polarizing subjects - with a quick description about what the content would be potentially about. Send to me via PRIVATE CC9 pm. New
 

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Excellent write-up and homework assignment.

Something I took away from this is not to approach Reddit or forums with a "manipulative" focus. That mindset is so automatic to me, I think it'll help to realign my intentions a bit.
 

CCarter

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Wow, I just saw someone share a polarizing title that was so epic, I was like:



Some of the 9 are ascending to levels I've never reach... this is starting to get exciting!
 

Nat

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Wow, I just saw someone share a polarizing title that was so epic, I was like:
Some of the 9 are ascending to levels I've never reach... this is starting to get exciting!
Share the title? :tongue::tongue::tongue:
 

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Can't believe no one lol'ed at this:

Like when Michael Jordan got traded from the Bulls to the St. Louis Rams - that caused a ton of backlash from the fans - when that hit you needed to be the FIRST one in your community to talk about it - that IS how you engage a community.

That's good stuff!
 

CCarter

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I'm done with grading about half the polarizing titles, and have only had 2 person complete it 100% off the bat, that's not really a bad thing, but I want to write this up to clarify what polarizing content is, and why I made the assignment for polarizing titles. (If you haven't gotten a grade from me yet on your polarizing content, don't worry, it's coming).

The point of the polarizing exercise is to learn how to push buttons within your niche. You have to know how to push people's emotional buttons and having a title that contradicts what they hold true is huge.

Imagine going to a Bible studies forum and posting: "Jesus Christ was not the real Messiah - New Evidence"

That's going to push buttons - versus:

"Was this guy a prophet as well?"

The first one is going to strike at the core belief of the bible study forum and create serious backlash. The 2nd might get some people riled up, but there is no hit at their core beliefs, to make them angry.

The whole purpose is to train like a troll to create controversy - since if you can practice that, you are also able to create engagement and comments and dialog. It's like being pewep from WF.

These are polarizing titles:

1. "Baseball just isn't for Girls."

^^ Pisses women off rather easily and instead of using "women", I used "Girls" to further push buttons - polarizing.

2. "Kobe will never be as good as Michael."

^^ Again going to create divide and put people in two separate camps.

3. "Your Child can't handle baseball - Realistic Advice from a Coach."

4. "Why all male ballet dancers turn out gay."

5. "Parents are the reason their children turn out to be weaklings."

^^ Again all creating divide and pushing buttons.

6. "Moz has turned SEOs into Google slaves"

7. "Whitehats will always be on the losing side of the equation"

^^ now that would get the whitehats riled up a bit.

8. "Slavery helped blacks become the best athletes"

^^ In that example you are pissing everyone off on all sides, twice.

9. "Jesus "Christ" was a heretic for pretending to walk on water."

^^ Boy that's going to push some buttons - the fact I'm using "Christ" in quotes and using the word "pretending" - that's going to get some hate mail my way.

10. "PC Master Race needs to give it up - Apple's got the best graphic cards"

^^ Again pushing buttons of the PC Master Race crowd.

The reason for polarizing content is to create heated debates and conversations - the art of trolling. Again - none of these polarizing content are going to be implemented towards any of the CC9's brand, so you need to take it to another level to push buttons with these titles.

I'm not here to win awards for "factual" or "correctness" - Everything I wrote can be completely false. My one objective is to push buttons. Why so you can see how far you can take it to move conversations forward if you were trolling, or when to pull back when doing non-trolling content. We are here to piss people off. Some of you wrote some "buzzfeed" like titles, or just randomly generic feel good titles - Polarizing content is "feel bad" titles - I want people to jump into the thread thinking "OP is an asshole" before reading the content, or at least "LOL, oh shit - OP's opening Pandora's box".

It's not just about being controversial or rustling some jimmies, you need to tap into both sides of the coin and pit them against each other. Some people need to be like "hell yeah" and some people need to be like "screw that bs..." - @MetaData
 
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RiverStyx

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That's really helpful: headlines that make people assume the writer is an asshole, got it! :D

Thanks CCarter!
 

MetaData

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That's really helpful: headlines that make people assume the writer is an asshole, got it! :D

Thanks CCarter!
To elaborate on the asshole part... I think the best ones are where the author can remain a neutral third party while simultaneously getting both sides riled up. If you can get people on both sides talking, then Homer-Simpson-into-the-bushes your way out of there, you're golden.
 

RomesFall

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To elaborate on the asshole part... I think the best ones are where the author can remain a neutral third party while simultaneously getting both sides riled up. If you can get people on both sides talking, then Homer-Simpson-into-the-bushes your way out of there, you're golden.
This from my understanding is why many of the most polarizing pieces are framed as a question?
 

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MetaData

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@RomesFall It's used a lot on the news and stuff too, there's that layer of "Oh I'm just innocently asking a question..."

@Kevin I'll have to check out that book, I keep hearing good things about it.
 
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9 Ways Militant Feminists Are Worse Than Fundamentalist Christians

How did I do?
 

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9 Ways Militant Feminists Are Worse Than Fundamentalist Christians

How did I do?
I like it. I would look deeply into each 'group' and see how they view themselves, how many feminists view themselves as 'militant', even if they are?

I think it could get brushed off, purely base on 'but oh that's not me and those extremists are worse'.

But aside from that it looks like the juicy click bait that gets comments. :smile:
 
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It's not just about being controversial or rustling some jimmies, you need to tap into both sides of the coin and pit them against each other. Some people need to be like "hell yeah" and some people need to be like "screw that bs..." - @MetaData
Is it possible to grow a site by writing articles that offend a certain part of your niche, but others lap it up (niche infighting)?
 

CCarter

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Is it possible to grow a site by writing articles that offend a certain part of your niche, but others lap it up (niche infighting)?
Of course! That's what news websites do all day. Look at the Trump versus Hillary debates going on everywhere. News sites, Gossip sites, and anything viral feed off that and need it to create engaging comments. If they really didn't want fighting within the comments they'd just turn them off.
 
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