Recently, a student of ours asked whether “we” (content-based marketers who might prefer a more subtle approach) can learn anything from “those” marketers who use somewhat obvious tactics like silly quizzes or hyped-up headlines.
In the course of answering this question, the phrase “orange hat marketer” occurred to me. (Don’t worry; this has nothing to do with politics.)
“Black hat” and “white hat” are, of course, terms that some marketing and SEO professionals use to indicate how willing they are to bend rules.
For me, it’s not “black hat” unless you’re lying to your audience, in which case don’t try to tell me what a cute, little gangster you are. It’s illegal and it’s wrong, so go away.
But orange hat … that one is a little more complicated.