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Are you tired of pouring your energy into creating content, only to hear crickets? You share your expertise, post consistently, and follow all the “best practices,” but your message still gets lost.
The market is oversaturated with low-quality thought leadership. More than half of your potential clients scroll past the very content designed to attract them.
It’s a sea of sameness out there, and most consultants and coaches are drowning in it.
Your expertise is valuable, but it’s ignored because it sounds just like everyone else’s.
In this article I’ll give you a clear framework for a contrarian content strategy that challenges assumptions, builds real authority, and helps you become the only choice for your ideal clients. Forget the generic playbook; it’s time to build a unique perspective that wins attention and converts followers into high-value clients.
Contents
- Why Most Thought Leadership Fails to Connect
- What is a “Contrarian” Content Strategy?
- A Framework to Build Your Contrarian Content
- Put Your Strategy Into Action on LinkedIn
- Your Contrarian Content Action Plan
- Your first week: Finding your contrarian angle
- Week 2 through 4: Publishing and refining your approach
- Week 3: Develop Your Content Pillars
- Week 4: Build Your Content Calendar
- What success actually looks like (and when to expect it)
- Common questions (and honest answers)
- Your content creation process (start here)
- It's Time to Change the Conversation
- References
Why Most Thought Leadership Fails to Connect
Before we build a new strategy, we need to understand why the old one is broken. Most content fails not because the author lacks expertise, but because the approach is flawed from the start. It blends in when it needs to stand out.
The sea of sameness
Most content from consultants sounds eerily similar. It’s a mix of recycled quotes, generic tips, and popular opinions that everyone else is already sharing. This creates an “authority gap,” or a space where you’re producing content, but it isn’t building any real authority or trust with your audience. Decision-makers are looking for sharp, original insights, but they are mostly finding bland, repetitive advice.
A 2023 study by Edelman and LinkedIn found that even though 85% of decision-makers believe thought leadership can be a critical tool for vetting a business, only 15% rate the quality of what they consume as “excellent” or “very good.”
This goes to show that clients want valuable insights but rarely find them. Your opportunity is to be part of that top 15%.
Fear of a unique point of view
Why does so much content sound the same? Often, it comes down to fear. Many professionals worry that having a strong, different opinion will alienate potential clients. They stick to safe, agreeable topics to avoid rocking the boat. They post platitudes like “consistency is key” or “culture matters” because no one can argue with them.
But here’s the truth: if no one can disagree with you, no one will remember you either. You want to stop the scroll after all. Playing it safe is the fastest way to become invisible. The very thing you’re afraid of—standing out—is exactly what you need to do to attract the right clients.
I learned this lesson the hard way.
My contrarian experience on LinkedIn
A few years ago, I was posting on LinkedIn multiple times a week, sharing the same productivity tips, the same “Monday motivation,” the same advice everyone else was recycling.
My engagement was dismal. I had 1,200 followers or so, and most of my posts got 8 to 12 likes from the same people.
Then I took a chance and wrote a post on the premise of, “Stop telling your team to ‘work smarter, not harder.’ It’s lazy advice that helps no one.” I was so nervous, I almost deleted it three times before publishing it.
But within 2 days, that post had 47 comments, where half of them agreed with me, and the other half were furious with me or trolling.
But you know what? I got four DMs from potential clients who said something to the effect of, “Finally, someone gets it.”
That uncomfortable post taught me something crucial: the content that scares you a little is often the content your ideal clients are desperate to find. Some people will be repelled from you, and some people will feel a connection and be more drawn to you, and that’s what you need! But you’ll never know if you keep hiding your contrarian views and unpopular opinions.
Is the customer always right for real?
Consider the marketing industry. For years, the mantra was “the customer is always right.” Bob Hoffman, a writer and speaker known as “The Ad Contrarian,” built his entire brand by challenging that idea. He argues that focusing solely on customer demands can lead to bad business decisions.
His provocative stance has earned him a massive following and established him as a key voice in advertising, proving that a strong viewpoint attracts a loyal tribe.
Don’t play it safe
I get it—taking a stand feels risky, especially when you’re trying to build your business. I once had a colleague tell me, “You’re going to alienate half your potential market.” My response? “Good. I only want to work with the half that thinks like I do.” You WANT people to take sides on your content, not just scroll past your ho-hum content.
What I’ve noticed after working with coaches and consultants is the ones who play it safe don’t just blend in—they actively repel clients. Decision-makers aren’t looking for someone who agrees with everyone. They’re looking for someone who has the confidence to tell them what they need to hear, not what they WANT to hear.
The irony? By trying not to offend anyone, you become forgettable to everyone.
The focus on tactics over substance
The final nail in the coffin for generic content is the obsession with tactics over substance. Social media platforms push new formats daily—carousels, polls, short-form videos—and consultants scramble to keep up. They spend hours designing a perfect-looking carousel but only minutes thinking about the core idea it communicates.
The format is just the container; the idea is the magic. A weak idea in a fancy package is still a weak idea. A powerful, contrarian idea, even if it’s just plain text, can stop a person mid-scroll and make them think. You need to spend less time worrying about the how (the format) and more time on the what (the message).
According to the Content Marketing Institute’s 2024 report, the most successful B2B marketers are those who prioritize building an audience and providing valuable, substantive content over simply increasing brand awareness through tactical execution. They found that 78% of top performers focus on the audience’s informational needs first and foremost.
If the problem is generic, safe, and tactical content, the answer is to be original, brave, and strategic.
What is a “Contrarian” Content Strategy?
A contrarian strategy is about providing a genuinely unique and valuable perspective that challenges a common belief in your industry.
The core of a contrarian approach
At its heart, a contrarian content strategy involves three simple steps:
- Identify a widely held belief in your field (a “sacred cow”).
- Present an opposing or different viewpoint based on your unique experience and expertise.
- Back up your new perspective with logic, data, stories, or evidence.
Instead of adding another voice to the chorus, you become the person who makes the audience pause and reconsider what they thought they knew. You lead the conversation instead of just participating in it.
Adam Grant, an organizational psychologist and bestselling author, exemplifies this. In his book Think Again (affiliate link), he champions the idea of “intellectual humility” and argues against the common wisdom of “sticking to your guns.”
His entire platform is built on the contrarian idea that the smartest people are those who are constantly questioning their own beliefs. This approach has made him one of the most influential thought leaders in his field.
The benefits of a differentiated position
When you bravely adopt a contrarian view, you immediately separate yourself from the competition. This differentiation comes with powerful business benefits that go far beyond just getting more likes on a post, because you:
- Attract higher-quality clients: People who resonate with your unique perspective are more likely to be your ideal clients. They aren’t just looking for any service provider; they are looking for your specific approach.
- Command higher fees: A unique point of view creates a category of one. When you’re the only person who does what you do in the way you do it, you’re no longer a commodity. This gives you pricing power.
- Build a memorable brand: People forget generic advice. They remember bold ideas that challenge them. Your contrarian stance becomes your brand’s signature.
Customers don’t just buy a service; they buy a unique perspective and the results it promises.
A Framework to Build Your Contrarian Content
Developing your contrarian voice is a repeatable process. You don’t need to wait for a lightning bolt of inspiration. You just need a framework to help you mine your own expertise for the gold that’s already there.
Identify the industry’s sacred cows
Every industry has “sacred cows,” or ideas that are repeated so often they are accepted as fact without question. Your first job is to find them. These are your greatest opportunities.
Ask yourself these questions to start brainstorming:
- What common advice in my field do I secretly disagree with?
- What are clients constantly told to do that rarely works?
- What popular trend do I think is a complete waste of time?
- What “best practice” is actually just a common practice, not the best one?
A leadership coach might write down: “The belief that leaders should always have an open-door policy.”
Make a list of at least 10 ideas, and don’t filter yourself—this is for your eyes only.
In the world of project management, the dominant belief for years was that detailed, long-term planning (the “waterfall” method) was the key to success. Then a group of software developers introduced the “Agile Manifesto,” a contrarian document that argued for flexibility, collaboration, and responding to change over following a rigid plan.
This contrarian view has since become a dominant methodology, creating an entire industry of Agile coaches and consultants.
Develop your unique perspective
Once you have your sacred cow, your next step is to build the case against it. You can’t just say, “That’s wrong.” You have to explain why it’s wrong and present a better alternative to establish your credibility.
Let’s use our example: “The belief that leaders should always have an open-door policy is flawed”:
- Your contrarian argument could be: “An always-open door policy destroys a leader’s productivity, encourages dependency in their team, and prevents them from doing the deep strategic work they were hired to do.”
- Your better alternative: “I propose a ‘structured access’ policy, where leaders schedule specific, predictable office hours. This respects the leader’s time while still ensuring the team feels supported.”
Your argument must be backed by evidence. Use your own client stories, data you’ve collected, or industry statistics to support your new way of thinking.
The University of California in Irvine found that it takes an average of 23 minutes and 15 seconds to get back on track after being interrupted.
Turn burnout into reclaimed time
I developed my version of this framework after watching a executive coaching client burn out. She was brilliant, but her open-door policy meant she was managing everyone else’s crises instead of leading them.
When I suggested that she limit her access to scheduled time blocks, she was horrified. “Won’t my team think I don’t care?”
But we went ahead and tested it for a month. And you know what? Her team didn’t just survive—they thrived. They started solving problems on their own, and she reclaimed 15 hours a week for strategic thinking. Six months later, she got promoted. I’m really proud of her “glow up.”
That experience taught me that most sacred cows exist because no one bothered to question them with data.
Your job isn’t to be controversial for controversy’s sake—it’s to share what you’ve actually seen work in the real world.
A leader with a constantly open door is living in a state of perpetual interruption, which directly harms their effectiveness. You can use data like this to give your argument weight.
Create your content pillars
One contrarian idea is powerful, but it shouldn’t be a one-off post. You can turn your core contrarian viewpoint into three to five content pillars, which are the main themes you’ll talk about over and over again from a different angle each time.
Let’s stick with our “open-door policy” example. Your content pillars could be:
- Pillar 1: The Myth of Constant Accessibility (productivity, deep work, and the role of a leader).
- Pillar 2: Fostering Team Independence (empowerment, delegation, and building self-sufficient teams).
- Pillar 3: The Structured Access Framework (explaining your specific methodology, office hours, and communication protocols).
Content pillars give your content strategy structure and consistency. Your audience will begin to associate you with this big idea, and you’ll never run out of things to say.
HubSpot, a leader in content marketing, built its empire on this pillar strategy. Their core idea was “Inbound Marketing,” a contrarian alternative to interruptive “Outbound Marketing.” All of their content, including blogs, videos, and courses, is organized around pillars that support this central theme (SEO, blogging, and social media).
With a solid framework in place, it’s time to take your message to the world.
Put Your Strategy Into Action on LinkedIn
LinkedIn is the perfect platform for this strategy. It’s a professional network where decision-makers are actively looking for insightful ideas that can help them solve their problems.
How to structure a contrarian post
Your post needs to grab attention and guide the reader through your logic quickly. Here is a simple, effective structure you can use as a template:
- The Hook (Challenge the Norm): Start by stating the common belief.
Example: “Everyone says leaders need an open-door policy.” - The Turn (Introduce Your View): State your contrarian opinion directly.
Example: “I think that’s terrible advice. Here’s why.” - The Reasoning (Explain Your ‘Why’): Use 2 to 3 bullet points or short paragraphs to explain your logic, and back it up with a quick story, data point, or personal experience.
Example: “It kills your productivity, creates a dependent team, and stops you from thinking strategically.” - The New Way (Offer Your Solution): Briefly present your alternative.
Example: “Instead, I teach my clients the ‘structured access’ method…” - The CTA (Engage Your Audience): End with a question to encourage discussion.
Example: “What’s your take? Is the open-door policy overrated?”
Using this structure will help you stop the scroll and start a conversation.
How I figured out this structure
My first contrarian post followed this structure by accident. I was just frustrated and ranting. But when I look back at which posts drove the most meaningful conversations and client inquiries, they all followed this pattern without me realizing it.
The key is the turning point—that moment where you challenge conventional wisdom. It should feel a little uncomfortable to write. If you’re typing it and thinking, “Can I really say this?,” then that’s usually a sign you’re onto something valuable.
The role of storytelling
Data and logic are important, but stories are what make your ideas stick.
People connect with people. When you share a personal experience or a client case study that demonstrates your contrarian point, you make your argument more relatable and trustworthy.
Instead of just saying that an open-door policy harms productivity, tell a short story about a client who was working 70-hour weeks, felt constantly behind, and was on the verge of burnout. Then explain how implementing your structured method or framework helped them cut their workweek by 20 hours while their team became more effective.
When you wrap your contrarian idea in a compelling narrative, you’re not just making a point; you’re making it unforgettable.
How to handle disagreement, push back, and build authority with discussion
When you take a strong stand, you will get some pushback. This is a good thing! It means people are paying attention.
Disagreement is not a threat; it’s an opportunity to deepen the conversation and further establish your expertise. Here’s how to manage it:
- Acknowledge and Validate: Start by showing you understand their point. (“That’s a great point,” or “I can see why you’d think that.”)
- Reinforce Your Position Calmly: Don’t get defensive. Restate your perspective and explain your reasoning again, perhaps in a slightly different way.
- Ask Questions: Turn the discussion back to them. (“What has your experience been with this?”)
By handling disagreements with grace, you show that you’re a confident, thoughtful leader, not a troublemaker trying to provoke arguments. This builds tremendous trust with everyone who’s watching (even LinkedIn lurkers).
Your Contrarian Content Action Plan
You now understand why a contrarian strategy works and what it looks like. But understanding something and doing it are two different things.
This section gives you the roadmap you need to implement your contrarian content strategy in the next 30 days. Let’s go!
Your first week: Finding your contrarian angle
So many coaches and consultants make the mistake of trying to find the “perfect” contrarian idea before they start.
Perfect doesn’t exist. Done beats perfect every time. (And I’m a perfectionist saying this!)
Days 1 and 2: The Sacred Cow Brainstorm
Set a timer for 15 minutes and complete these prompts without editing yourself:
- “Everyone in my industry says ________, but I actually believe ________.”
- “Clients come to me believing ________, and I have to undo that thinking.”
- “The advice that makes me roll my eyes is ________.”
- “If I could change one thing about how my industry operates, it would be ________.”
You should have at least 10 ideas. But don’t overthink this—write down everything, even if it feels obvious or small.
Day 3: The Validation Test
Look at your list and ask these three questions about each idea:
- Do I have evidence? (client stories, data, personal experience)
- Would someone disagree with me? (if everyone would nod along, it’s not contrarian enough)
- Does this connect to a real problem my clients face? (intellectual debates don’t build businesses)
Circle the 2 to 3 ideas that get “yes” to all three questions.
Days 4 and 5: Build Your Argument
Pick your strongest idea and write out:
- The conventional wisdom: “Most people believe…”
- Why it’s wrong: “Here’s the problem with that…”
- Your alternative: “Instead, I recommend…”
- The proof: “I’ve seen this work when…” (specific story or data)
Don’t write a polished post yet—just get your thinking on paper. This is your foundation.
If you need help refining your overall content approach, my article on creating a content strategy as a solopreneur walks through how your contrarian angle fits into your broader positioning.
Days 6 and 7: Draft Your First Post
Use the structure from earlier in this article: LINK TO How to structure a contrarian post
- Hook: State the common belief (2-3 sentences)
- Turn: Challenge it directly (1 sentence)
- Reasoning: Explain why with 2-3 points (3-5 sentences)
- New Way: Present your alternative (2-3 sentences)
- CTA: Ask a question to engage readers
Keep it under 300 words for your first attempt. You can always expand later.
Week 2 through 4: Publishing and refining your approach
Week 2: Publish and Learn
Post your contrarian content on LinkedIn on a day when you can monitor comments for the first 2 to 3 hours after publishing. (Early engagement signals to LinkedIn’s algorithm that your post is valuable.)
When people comment—especially when they disagree—respond within the first hour if possible. Use the framework from earlier: Acknowledge → Reinforce → Ask.
Track what happens:
- How many comments? (Any post with 10+ comments is winning)
- How many shares or DMs?
- What specific objections came up?
- Did anyone say “I needed to hear this” or similar?
These answers tell you if you’ve struck a nerve.
Week 3: Develop Your Content Pillars
Once you’ve validated your core contrarian idea with your first post, expand it into 3-5 content pillars (see the framework section earlier). Each pillar should be a sub-theme you can explore in multiple posts.
For detailed guidance on building content pillars that showcase your expertise, see my article on making your invisible expertise tangible.
Week 4: Build Your Content Calendar
Here’s the realistic approach I recommend for busy consultants:
- 2 posts per week: Make one contrarian/thought-provoking, one educational/helpful.
- 1 engagement day per week: Spend 30 minutes commenting thoughtfully on others’ posts in your field.
- 1 monthly deep-dive: Turn your contrarian idea into a longer article or newsletter.
This cadence is sustainable and effective. For more on maintaining consistency without burning out, check out my article on why 99% of coaches and consultants fail at content consistency.
What success actually looks like (and when to expect it)
Let’s set realistic expectations. Contrarian content works, but not overnight. Consistency matters.
In your first month, look for:
- Engagement quality over quantity: A post with 15 thoughtful comments is more valuable than a post with 100 generic or AI-driven “great post!” comments.
- The right kind of disagreement: If people are engaging with your ideas, even to disagree, you’re creating conversation.
- Direct messages: When people send you DMs like “this resonates with me” or “I’ve been thinking the same thing,” you’re attracting your tribe.
- Profile views: Check if more people are clicking through to learn about you after reading your contrarian posts
In months 2 to 3, expect:
- Recognition: People start associating you with your specific viewpoint.
- Invitations: Speaking opportunities, podcast interviews, or collaboration requests based on your unique angle.
- Client conversations: Prospects mention your content in discovery calls (“I saw your post about X and thought…”).
- Less effort, more impact: Your contrarian angle becomes second nature because you’re not forcing it.
The main metrics you should care about:
Forget vanity metrics like follower count or total likes. Focus on:
- Inbound inquiries from ideal clients
- Meeting requests or DMs asking for advice
- Content attribution in sales calls (“I’ve been following your content and…”)
- Speaking/writing opportunities based on your specific viewpoint
Consider amplifying your contrarian content through a LinkedIn newsletter. My guide on lead generation using LinkedIn newsletters shows you how to build a subscriber base around your unique perspective.
Common questions (and honest answers)
“What if my contrarian view is wrong?”
First, if you have evidence (client results, personal experience, data), it’s not “wrong”—it’s your informed perspective. Second, being willing to say “I was wrong” or “I’ve updated my thinking” actually builds credibility. Adam Grant built his entire brand on intellectual humility and changing his mind based on new evidence.
The only truly wrong approach is pretending to have all the answers and never evolving.
“What if I lose potential clients by having a strong opinion?”
You will, and that’s the point.
I’ve had people unfollow me after reading my content. I’ve had prospects tell me they went with someone else because they “didn’t agree with my approach.” But I’m not mad at that, because every single time, it saved both of us from wasting time in a bad-fit engagement.
Meanwhile, the clients who do hire you will already trust your methods before a sales conversation. The close rate will be higher, the projects will be smoother, and the relationships will last longer because they already know where you stand.
“How controversial should I be?”
There’s a difference between contrarian and combative. Your goal is to challenge ideas, not attack people. Ask yourself:
- Am I trying to help my audience think differently, or am I just trying to get attention?
- Can I defend this position with evidence and experience?
- Am I being respectfully provocative or needlessly offensive?
If your contrarian stance comes from genuine expertise and a desire to serve your clients better, you’re in the right place.
“What if no one engages with my contrarian content?”
It happens, especially early on. Here’s what to check:
- Is it actually contrarian? If everyone nods along, it’s not challenging enough.
- Is it relevant? Contrarian for its own sake doesn’t work; it must connect to a problem your audience faces.
- Are you engaging? LinkedIn rewards accounts that engage with others. Spend 15 minutes before and after posting commenting on others’ content.
- Did you post at a dead time? Tuesday to Thursday, 7 to 9 AM or 12 to 1 PM in your timezone typically perform better.
Wait until you publish at least 5 to 7 posts before judging whether the approach is working. The first few are about finding your voice and testing what resonates.
“Can I mix contrarian content with other types of posts?”
Absolutely, and you should! A feed that’s 100% controversial gets exhausting. I recommend a variety of types:
- 60% educational/helpful posts where you give value (tactical advice, how-tos, frameworks)
- 30% contrarian/thought-provoking (challenging assumptions, offering new perspectives)
- 10% personal (stories, behind-the-scenes, failures and lessons)
This mix builds trust while keeping your unique perspective front and center. For a comprehensive approach to content variety and quality, see my article on creating consistent high-quality content.
Your content creation process (start here)
Here’s a workflow you can adapt that takes about 90 minutes per week.
Monday morning (30 minutes):
- Review which of my content pillars I haven’t posted about recently
- Choose one specific angle or story
- Draft a rough outline (Hook, Turn, Reasoning, New Way, CTA)
Tuesday morning (30 minutes):
- Write the full post
- Read it out loud (if it sounds stiff, simplify)
- Edit ruthlessly—cut at least 20%
Wednesday morning (10 minutes):
- Final review and post
- Respond to early comments immediately
Wednesday afternoon and Thursday (20 minutes):
- Continue engaging with comments
- Share interesting discussion points in new comments
This method is sustainable, repeatable, and effective.
It’s Time to Change the Conversation
A contrarian content strategy is the way to move to your next level of growth and impact. So stop contributing to the noise. The most successful consultants and coaches don’t add to the conversation—they change it.
When you challenge the status quo with a well-reasoned, unique perspective, you build true authority, attract your ideal clients, and create a brand that is impossible to ignore. You stop being just another option, and become the only logical choice.
So, which common belief in your industry are you ready to challenge first? Your audience is waiting for your unique point of view.
References
Beck, K., et al. (2001). Manifesto for Agile Software Development. Agile Alliance. Retrieved from https://agilemanifesto.org/
Dishman, L. (2024). If you’re struggling to find focus after vacation, read this. Fast Company. Retrieved from https://www.fastcompany.com/91146223/if-youre-struggling-to-find-focus-after-vacation-read-this
Edelman & LinkedIn. (2024). LinkedIn B2BThought Leadership Impact Report. Edelman. Retrieved from https://www.edelman.com/expertise/Business-Marketing/2024-b2b-thought-leadership-report/
Hoffman, B. (2021). How Adtech Helped To Radicalize the US. The Ad Contrarian. Retrieved from https://adcontrarian.blogspot.com/
HubSpot. (n.d.). “What Is Inbound Marketing?” Retrieved from https://www.hubspot.com/inbound-marketing
Stahl, S. (2024). B2B Content Marketing Benchmarks, Budgets, and Trends: Insights for 2025. Content Marketing Institute. Retrieved from https://contentmarketinginstitute.com/b2b-research/b2b-content-marketing-trends-research
