We've arrived at a point in time wherein brands throughout the world recognize that they need to be producing original content -- and lots of it. After all, the publication of compelling content is one of the top 3 reasons why consumers follow brands on Twitter, and a whopping 90 percent of consumers say they find custom content useful. While this is great and all, as with anything that takes off throughout the world, brands publishing content has become commonplace. It is no longer a unique selling point. It is the quality of the content itself that is the USP.
Some forward-thinking brands have recognized this and, in a bid to stand out, are taking risks by publishing controversial content. In some cases, this has paid off; in others, not so much. While there's no perfect strategy for the use of such content, it's definitely worthwhile looking at where others have succeeded and failed.