You know the ol’ saying: you don’t make 500 million friends without making a few enemies. Wait, wait. That was the tagline to Social Network. But, if you want fans, you’re likely going to make some enemies along the way.
When you play it safe, you create average, middle-of-the-road content, and isn’t that worse than nothing at all? You’re not going to attract anyone – fans or enemies.
Rand Fishkin, founder of Moz, says, “Content strategy should include ways to get people on your side. Beliefs, positions, data, stories, and content that takes a firm, defensible position, and thus earns some enemies, fits this bill.”
That’s the plan for today’s Watch, with a quick 9-minute overview of why your company should create content that creates enemies. Don’t be scared. Embrace the haters.