Controversial writer Samantha Brick has done it again and expressed her outright opinions in the Daily Mail.
The story was already trending on Twitter early this morning. Her latest words of wisdom are that some women are just too ugly for TV, highlighting presenter Mary Beard as her prime example. The presenter of BBC2's Meet the Romans needs a makeover, according to Ms Brick, who blamed the producers for not taking Ms Beard to one side and suggesting an appearance overhaul.
We recently detailed in a ContentPlus blog post about how a previous Ms Brick article in the Daily Mail caused a social media storm.
Ms Brick (the new Liz Jones?) was detailing her woes about just how hard it is to be a beautiful woman – although the subsequent backlash on Facebook, Twitter and the internet in general revealed that not everyone quite had the same opinions about her appearance.
Whether attractive or not, Ms Brick's story got 1.5 million hits, 50,000 Facebook shares and thousands more mentions on Twitter. It shows that a little bit of controversy can go a long way.
So, what can the latest Daily Mail article teach SMEs about how to tackle content marketing?
Small businesses shouldn't be afraid to be different
Small businesses should experiment with their content marketing and not be afraid to be a little bit controversial, but not offensive, every now and again. This does not need to go as far as Ms Brick does, but simply provide something different to encourage new readers, online hits and to keep current customers engaged.
This can be as simple as more daring headlines in features. Fashion retailers, for example, could boldly state which celebrities get their outfits right or wrong. Travel agents can assert why a particular destination is the place to go to in 2012, rather than hiding behind coulds and maybes.
A corporate blog author might decide to spark a debate with a strongly-worded blog post, ending the article with an invitation for readers to leave their comments.
An SME might decide to do a complete content marketing overhaul by making a blog less formal and more personal, transforming their social media presence and switching from short regular news stories to more in-depth articles.
Going as far as Ms Brick is not required to boost website and social media page hits, and little changes to content marketing can be enough to get small businesses noticed – as well as keep their reputation intact.
Further small business content marketing advice can be found here:
Within the time it has taken for this article to be written, Samantha Brick had shot up Twitter's trending list from 10th place to 5th – do you think she will creep up to the top spot as the day progresses?