{"id":24981,"date":"2022-12-21T11:38:38","date_gmt":"2022-12-21T11:38:38","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/21\/bah-humbug-why-negative-content-turns-in-such-positive-results\/"},"modified":"2022-12-21T11:38:38","modified_gmt":"2022-12-21T11:38:38","slug":"bah-humbug-why-negative-content-turns-in-such-positive-results","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/21\/bah-humbug-why-negative-content-turns-in-such-positive-results\/","title":{"rendered":"\u2018Bah, Humbug!\u2019 Why Negative Content Turns In Such Positive Results"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\"  width=\"601\" height=\"201\"><\/a>\n<\/p>\n<div>\n<p><a href=\"https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2022\/12\/contrarian-content-positive-results.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright size-medium wp-image-130952\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2022\/12\/contrarian-content-positive-results-390x215.png\" alt=\"\" width=\"390\" height=\"215\" data-srcset=\"https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2022\/12\/contrarian-content-positive-results-390x215.png 390w, https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2022\/12\/contrarian-content-positive-results-600x330.png 600w, https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2022\/12\/contrarian-content-positive-results-125x69.png 125w, https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2022\/12\/contrarian-content-positive-results-768x423.png 768w, https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2022\/12\/contrarian-content-positive-results.png 946w\" data-sizes=\"auto, (max-width: 390px) 100vw, 390px\" \/><\/a>People love to hate Steven Singer.<\/p>\n<p>That \u201chate\u201d is so pervasive that the jewelry retailer\u2019s website is: IHateStevenSinger.com. The company is so committed to celebrating the \u201chate\u201d that it doesn\u2019t even own the domain StevenSinger.com.<\/p>\n<p>What\u2019s behind all that \u201chate\u201d pervading Philadelphia radio and satellite airwaves? (The company says it\u2019s the longest-running advertiser on The Howard Stern Show.) It\u2019s the story of customer feedback (possibly apocryphal) that launched a marketing campaign that\u2019s lasted for years.<\/p>\n<p>It\u2019s also a story about the power of contrarian thinking \u2013 a helpful reminder for content marketers.<span id=\"more-130948\"><\/span><\/p>\n<p><span class=\"bctt-click-to-tweet\"><span class=\"bctt-ctt-text\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fcontentmarketinginstitute.com%2Farticles%2Fcontrarian-content-marketing-strategy&amp;text=%40IHSS%20%28I%20Hate%20Steven%20Singer%29%20shows%20the%20power%20of%20contrarian%20thinking%2C%20a%20useful%20%23ContentMarketing%20lesson%2C%20says%20%40AnnGynn%20via%20%40CMIContent.&amp;related\" target=\"_blank\" rel=\"noopener noreferrer\">@IHSS (I Hate Steven Singer) shows the power of contrarian thinking, a useful #ContentMarketing lesson, says @AnnGynn via @CMIContent. <\/a><\/span><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fcontentmarketinginstitute.com%2Farticles%2Fcontrarian-content-marketing-strategy&amp;text=%40IHSS%20%28I%20Hate%20Steven%20Singer%29%20shows%20the%20power%20of%20contrarian%20thinking%2C%20a%20useful%20%23ContentMarketing%20lesson%2C%20says%20%40AnnGynn%20via%20%40CMIContent.&amp;related\" target=\"_blank\" class=\"bctt-ctt-btn\" rel=\"noopener noreferrer\">Click To Tweet<\/a><\/span><\/p>\n<h2>Contrarian strategy stands out in a gift-driven market<\/h2>\n<p>The website\u2019s History page recounts the origin story: A <a href=\"https:\/\/blog.ihatestevensinger.com\/why-hate-steven-singer\/\" target=\"_blank\" rel=\"noopener\">Steven Singer customer returned 20 years after buying an engagement ring<\/a> to buy another diamond ring for their anniversary. About nine months later, the couple returned to the jewelry store to show off their new baby. The wife exclaimed, \u201cI love Steven Singer,\u201d to which the husband responded, \u201cHere we go again. We\u2019re up all night with feedings and diaper changes. I HATE Steven Singer.\u201d<\/p>\n<p>(Here\u2019s the <a href=\"https:\/\/w.soundcloud.com\/player\/?url=https%3A\/\/api.soundcloud.com\/users\/111979769&amp;auto_play=false&amp;hide_related=false&amp;show_comments=true&amp;show_user=true&amp;show_reposts=false&amp;visual=true\" target=\"_blank\" rel=\"noopener\">audio explanation used in their commercials<\/a>.)<\/p>\n<p><a href=\"https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2022\/12\/why-hate-steven-singer.png\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-130953 size-large\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2022\/12\/why-hate-steven-singer-600x305.png\" alt=\"\" width=\"600\" height=\"305\" data-srcset=\"https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2022\/12\/why-hate-steven-singer-600x305.png 600w, https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2022\/12\/why-hate-steven-singer-390x198.png 390w, https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2022\/12\/why-hate-steven-singer-125x64.png 125w, https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2022\/12\/why-hate-steven-singer-768x390.png 768w, https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2022\/12\/why-hate-steven-singer-1536x781.png 1536w, https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2022\/12\/why-hate-steven-singer-2048x1041.png 2048w\" data-sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/www.ihatestevensinger.com\/why-hate-steven\/ssj-contentpage-history.html?lang=en_US\" target=\"_blank\" rel=\"noopener\">Image source<\/a><\/p>\n<p>Steven Singer Jewelers turned that funny comment into a brand point of view.<\/p>\n<p>A blog post called <a href=\"https:\/\/blog.ihatestevensinger.com\/why-hate-steven-singer\/\" target=\"_blank\" rel=\"noopener\">Why Hate Steven Singer<\/a>\u00a0explains recounts why big retailer jewelers hate Steven Singer:<\/p>\n<ul>\n<li>Steven Singer Jewelers says it doesn\u2019t discount because it offers the best price from the beginning and mocks other jewelers\u2019 big discount sales<\/li>\n<li>The independent jeweler criticizes the lower-quality diamonds sold by the big stores, referring to them by their industry name, \u201cfrozen spit.\u201d<\/li>\n<li>Steven Singer lets customers upgrade purchases from the company by giving them a trade-in value equivalent to the price they originally paid.<\/li>\n<\/ul>\n<p>The contrarian messaging continues throughout the site. The site list the business address as \u201cthe other corner of Eighth and Walnut\u201d in Philadelphia. Even the Oops message (shown below) continues the theme, declaring, \u201cSteven hated this page \u2026 so he moved it. Try these instead.\u201d<\/p>\n<p><a href=\"https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2022\/12\/steven-singer-oops-page.png\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-large wp-image-130955\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2022\/12\/steven-singer-oops-page-600x308.png\" alt=\"\" width=\"600\" height=\"308\" data-srcset=\"https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2022\/12\/steven-singer-oops-page-600x308.png 600w, https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2022\/12\/steven-singer-oops-page-390x200.png 390w, https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2022\/12\/steven-singer-oops-page-125x64.png 125w, https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2022\/12\/steven-singer-oops-page-768x394.png 768w, https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2022\/12\/steven-singer-oops-page-1536x789.png 1536w, https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2022\/12\/steven-singer-oops-page-2048x1052.png 2048w\" data-sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/www.ihatestevensinger.com\/404?lang=en_US\" target=\"_blank\" rel=\"noopener\">Image source<\/a><\/p>\n<h2>How to craft a contrarian content marketing approach<\/h2>\n<p>A contrarian or negative approach can transform your <a href=\"https:\/\/contentmarketinginstitute.com\/articles\/content-marketing-strategy-process\/\">content marketing strategy<\/a>.<\/p>\n<p>The goal is to get your audience to say, \u201cWait, what?!\u201d<\/p>\n<p>Subverting the expectations of audiences dulled to similar messaging gives them pause \u2013 and entices them to decipher what you\u2019re talking about.<\/p>\n<p>You can apply elements of opposite or negative thinking to individual assets or make it the \u201cvoice\u201d of your content, as Steven Singer does.<\/p>\n<p>A contrarian, negative, or opposite-thinking strategy is bold \u2013some people may not understand what you\u2019re doing. Just make sure your brand\u2019s leadership does. Otherwise, they\u2019ll stop it almost as soon as you publish it.<\/p>\n<p>Here are a few ways to put that strategy into action (once it\u2019s approved).<\/p>\n<p><span class=\"bctt-click-to-tweet\"><span class=\"bctt-ctt-text\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fcontentmarketinginstitute.com%2Farticles%2Fcontrarian-content-marketing-strategy&amp;text=A%20contrarian%20or%20negative%20%23ContentStrategy%20is%20bold.%20Not%20everyone%20will%20get%20it.%20Just%20make%20sure%20your%20leadership%20does%2C%20says%20%40AnnGynn%20via%20%40CMIContent&amp;related\" target=\"_blank\" rel=\"noopener noreferrer\">A contrarian or negative #ContentStrategy is bold. Not everyone will get it. Just make sure your leadership does, says @AnnGynn via @CMIContent <\/a><\/span><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fcontentmarketinginstitute.com%2Farticles%2Fcontrarian-content-marketing-strategy&amp;text=A%20contrarian%20or%20negative%20%23ContentStrategy%20is%20bold.%20Not%20everyone%20will%20get%20it.%20Just%20make%20sure%20your%20leadership%20does%2C%20says%20%40AnnGynn%20via%20%40CMIContent&amp;related\" target=\"_blank\" class=\"bctt-ctt-btn\" rel=\"noopener noreferrer\">Click To Tweet<\/a><\/span><\/p>\n<h2>Write an unexpected lead<\/h2>\n<p>Start small by crafting introductions to articles using opposite messaging. This small step can help you test whether your audience is receptive to this approach.<\/p>\n<p>Try this exercise internally to ensure your team understands what you want them to do: Give the writers an article you already published and ask them to rewrite the lead following the contrarian, negative, or opposite-thinking strategy.<\/p>\n<p><strong>Example:<\/strong><\/p>\n<p><a href=\"https:\/\/www.fastcompany.com\/90821448\/back-to-office\" target=\"_blank\" rel=\"noopener\">Fast Company published an article with this intro<\/a>:<\/p>\n<p><em>After nearly three years of a global pandemic and months, if not years, of working from home, the main thing drawing workers back to their offices is the desire to simply focus on their work. But at the same time, offices in the U.S. have hit a 15-year low when it comes to how effective they are for enabling focused work.<\/em><\/p>\n<p><em>This troubling mismatch is one of the top takeaways from <\/em><a href=\"https:\/\/www.gensler.com\/gri\/us-workplace-survey-2022\" target=\"_blank\" rel=\"noopener\"><em>the 2022 U.S. Workplace Survey<\/em><\/a><em> from the Gensler Research Institute, the research arm of the global architecture and design firm Gensler.<\/em><\/p>\n<p><strong>Contrarian-strategy revision:<\/strong><\/p>\n<p><em>U.S. workers don\u2019t know what they\u2019re talking about.<\/em><\/p>\n<p><em>That\u2019s the revelation from the 2022 U.S. Workplace Survey from the Gensler Research Institute.<\/em><\/p>\n<p><em>Its survey found the most popular reason for workers wanting to return to the office is to focus on their individual work. Yet, it also finds U.S. offices are at a 15-year low in how effective they are for enabling focused work.<\/em><\/p>\n<p>The original version focuses on what people say they want. The negative-strategy version exposes the mismatch between what people say they want and the reality of office environments.<\/p>\n<p>The tone is eye-catchingly negative, and the sentence makes a U.S.-based audience curious to discover why they may be wrong.<\/p>\n<h2>Dig deeper for thought leadership content<\/h2>\n<p>You\u2019ll attract a bigger audience if your thought leadership isn\u2019t the same old same old. But that doesn\u2019t mean you should take an opposing view if you don\u2019t believe it.<\/p>\n<p>The next time you tackle a thought leadership asset, research what\u2019s already written or said about the topic and how it\u2019s typically expressed. Then, ask if your view on the topic differs from your content competitors\u2019.<\/p>\n<p>If so, brainstorm the possibilities and pick the one most relevant to your audience. If not, you can still create something different by looking for an underdeveloped or unaddressed point or angle on this topic.<\/p>\n<p>When reacting to published research, most people write thought leadership pieces around the first statistic or two. To create something that bucks the mainstream (without taking an opposite view you don\u2019t believe), go deeper into the results. Find different stats relevant to your interest audience and frame your content around that.<\/p>\n<p><span class=\"bctt-click-to-tweet\"><span class=\"bctt-ctt-text\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fcontentmarketinginstitute.com%2Farticles%2Fcontrarian-content-marketing-strategy&amp;text=You%E2%80%99ll%20attract%20more%20attention%20if%20your%20approach%20to%20thought%20leadership%20avoids%20the%20same-old%20story%2C%20says%20%40AnnGynn%20via%20%40CMIContent.&amp;related\" target=\"_blank\" rel=\"noopener noreferrer\">You\u2019ll attract more attention if your approach to thought leadership avoids the same-old story, says @AnnGynn via @CMIContent. <\/a><\/span><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fcontentmarketinginstitute.com%2Farticles%2Fcontrarian-content-marketing-strategy&amp;text=You%E2%80%99ll%20attract%20more%20attention%20if%20your%20approach%20to%20thought%20leadership%20avoids%20the%20same-old%20story%2C%20says%20%40AnnGynn%20via%20%40CMIContent.&amp;related\" target=\"_blank\" class=\"bctt-ctt-btn\" rel=\"noopener noreferrer\">Click To Tweet<\/a><\/span><\/p>\n<p><strong>Example:<\/strong><\/p>\n<p>Let\u2019s use <a href=\"https:\/\/www.gensler.com\/gri\/us-workplace-survey-2022\" target=\"_blank\" rel=\"noopener\">the 2022 U.S. Workplace Survey<\/a> again. The Fast Company article focused on the workplace effectiveness chart presented on the webpage for the report (as the screenshot below shows).<\/p>\n<p><a href=\"https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2022\/12\/workplace-study-top-chart.png\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-130956 size-large\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2022\/12\/workplace-study-top-chart-600x887.png\" alt=\"Screenshot showing a research chart near the top of Gensler site page called How can we design a more compelling office of the future?\" width=\"600\" height=\"887\" data-srcset=\"https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2022\/12\/workplace-study-top-chart-600x887.png 600w, https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2022\/12\/workplace-study-top-chart-156x230.png 156w, https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2022\/12\/workplace-study-top-chart-85x125.png 85w, https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2022\/12\/workplace-study-top-chart.png 764w\" data-sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/www.gensler.com\/gri\/us-workplace-survey-2022\" target=\"_blank\" rel=\"noopener\">Image source<\/a><\/p>\n<p><strong>Unexpected alternative:<\/strong><\/p>\n<p>But you can dig deeper into the research to find a fresh angle.<\/p>\n<p>With most people focused on the first or most obvious chart, look for something less expected buried deeper in the research.<\/p>\n<p>The chart at the bottom of the report web page (as shown in the screenshot below) looks at the respondents\u2019 \u201cideal mix\u201d of experiences for a company workplace. The chart shows the percentages for eight categories: clubhouse, coffee shop, library, creative lab, boutique hotel, residential, conference center, and corporate.<\/p>\n<p><a href=\"https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2022\/12\/ideal-workplace-bottom.png\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-130954 size-large\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2022\/12\/ideal-workplace-bottom-600x740.png\" alt=\"Screenshot showing a research chart near the bottom of a website page.\" width=\"600\" height=\"740\" data-srcset=\"https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2022\/12\/ideal-workplace-bottom-600x740.png 600w, https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2022\/12\/ideal-workplace-bottom-186x230.png 186w, https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2022\/12\/ideal-workplace-bottom-101x125.png 101w, https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2022\/12\/ideal-workplace-bottom-768x947.png 768w, https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2022\/12\/ideal-workplace-bottom.png 1002w\" data-sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/www.gensler.com\/gri\/us-workplace-survey-2022\" target=\"_blank\" rel=\"noopener\">Image source<\/a><\/p>\n<p>A content marketer in a relevant industry could craft a thought leadership piece around the office experiences workers want.<\/p>\n<h2>Think beyond content creation<\/h2>\n<p>While the Steven-Singer strategy makes sense for content creation, it also can work for other components of your content marketing program.<\/p>\n<p>Marketers often want to know the best time and day to send an email, post to social, etc. You do a Google search and <a href=\"https:\/\/blog.hubspot.com\/marketing\/best-time-to-send-email\" target=\"_blank\" rel=\"noopener\">find Tuesdays are the best day to send emails<\/a>. That same report indicates that the best time to send email is between 9 a.m. and noon.<\/p>\n<p>Of course, since so many others will see that same window listed as a best practice, email inboxes get flooded between 9 a.m. on noon on Tuesdays. Why not send your emails later in the day or on a different day of the week?<\/p>\n<p>Test the alternate send time for a few weeks to see if that opposite-thinking strategy works for your audience. If not, you can always switch back.<\/p>\n<p>Don\u2019t forget about your content formats, either.<\/p>\n<p><a href=\"https:\/\/contentmarketinginstitute.com\/articles\/b2b-content-marketing-research-trends-statistics\">CMI\u2019s most recent B2B research<\/a> found that most marketers (89%) use articles and posts of less than 1,500 words for content marketing. Other commonly used formats include:<\/p>\n<ul>\n<li>Videos of any length (75%)<\/li>\n<li>Case studies (67%)<\/li>\n<li>Virtual events\/webinars\/online courses (62%)<\/li>\n<li>Infographics\/charts\/data visualization\/3D models (61%)<\/li>\n<li>Long articles\/posts (more than 1,500 words)<\/li>\n<li>E-books and white papers (59%)<\/li>\n<li>In-person events (49%)<\/li>\n<\/ul>\n<p><a href=\"https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2022\/12\/common-content-formats.jpg\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-large wp-image-130957\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2022\/12\/common-content-formats-600x417.jpg\" alt=\"\" width=\"600\" height=\"417\" data-srcset=\"https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2022\/12\/common-content-formats-600x417.jpg 600w, https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2022\/12\/common-content-formats-331x230.jpg 331w, https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2022\/12\/common-content-formats-125x87.jpg 125w, https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2022\/12\/common-content-formats-768x534.jpg 768w, https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2022\/12\/common-content-formats.jpg 1401w\" data-sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a><\/p>\n<p>On the other hand, only 17% of marketers use print magazines and books.<\/p>\n<p>That\u2019s an opposite-strategy opportunity. Could you develop a print magazine for your audience? Given how few marketers do, your content would stand out.<\/p>\n<p>If print isn\u2019t feasible, think about other lesser-used types, such as audio content (used by 33% of marketers), research reports (used by 30%), or livestreaming content (16%).<\/p>\n<p><strong>TIP:<\/strong> An opposite-thinking strategy for content formats doesn\u2019t require you to abandon the original format. Look for ways to repurpose content planned for popular formats into less-used ones.<\/p>\n<p><span class=\"bctt-click-to-tweet\"><span class=\"bctt-ctt-text\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fcontentmarketinginstitute.com%2Farticles%2Fcontrarian-content-marketing-strategy&amp;text=You%20can%20apply%20an%20opposite-thinking%20content%20strategy%20without%20rejecting%20common%20formats%2C%20says%20%40AnnGynn%20via%20%40CMIContent.&amp;related\" target=\"_blank\" rel=\"noopener noreferrer\">You can apply an opposite-thinking content strategy without rejecting common formats, says @AnnGynn via @CMIContent. <\/a><\/span><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fcontentmarketinginstitute.com%2Farticles%2Fcontrarian-content-marketing-strategy&amp;text=You%20can%20apply%20an%20opposite-thinking%20content%20strategy%20without%20rejecting%20common%20formats%2C%20says%20%40AnnGynn%20via%20%40CMIContent.&amp;related\" target=\"_blank\" class=\"bctt-ctt-btn\" rel=\"noopener noreferrer\">Click To Tweet<\/a><\/span><\/p>\n<h2>Become the most \u2018hated\u2019 content marketing<\/h2>\n<p>Your content competitors will only continue to grow in the months, decades, and years to come. The need to stand out and attract attention and interest from your audience never goes away.<\/p>\n<p>With that in mind, adopting a Steven-Singer strategy for your content makes sense. And who knows? It might just be the ticket to results that everybody likes.<\/p>\n<div class=\"content-box-green\"><em><em>Want more content marketing tips, insights, and examples? <\/em><a href=\"http:\/\/cmi.media\/contribemail\"><em>Subscribe<\/em><\/a><em>\u00a0to workday or weekly emails from CMI.<\/em><\/em><\/div>\n<div class=\"content-box-gray\">\n<p><strong>HANDPICKED RELATED CONTENT<\/strong><\/p>\n<\/div>\n<p><em>Cover image by Joseph Kalinowski\/Content Marketing Institute<\/em><\/p>\n<p><!-- AddThis Advanced Settings above via filter on the_content --><!-- AddThis Advanced Settings below via filter on the_content --><!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons above via filter on the_content --><!-- AddThis Share Buttons below via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content --><!-- AddThis Related Posts below via filter on the_content --><!-- AddThis Related Posts generic via filter on the_content --><\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><br \/>\n<br \/><iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/contentmarketinginstitute.com\/articles\/contrarian-content-marketing-strategy\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>People love to hate Steven Singer. That \u201chate\u201d is so pervasive that the jewelry retailer\u2019s website is: IHateStevenSinger.com. The company is so committed to celebrating&#8230;<\/p>\n","protected":false},"author":1,"featured_media":24982,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-24981","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u2018Bah, Humbug!\u2019 Why Negative Content Turns In Such Positive Results - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. 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