Safe content gets skipped. Bold content gets shared.
Controversy doesn’t mean conflict for the sake of conflict. It means having a point of view, a clear stance, and a message that might make someone pause, nod in agreement, or disagree enough to start a conversation.
In today’s overcrowded content landscape, blandness is the real risk. If your audience isn’t reacting, they’re probably scrolling right past.
But you create space for genuine engagement when you lead with a take that challenges the norm while respecting your audience.
In this post, I’ll unpack how to use controversy wisely, why it boosts organic performance, and how it aligns with Google’s guidance on content that demonstrates real-world experience and originality.
What Controversy Looks Like in Content
Let’s get clear: we’re not talking about shock value or trolling. We’re talking about:
- Challenging a common industry belief
- Pushing back on outdated practices
- Calling out misused tactics
- Sharing what you believe, even if it’s not widely accepted
These stances build what I call “magnetic content”; it pulls in the people who align with your values and filters out those who aren’t a fit.
Here’s an example:
Safe: “There are many ways to approach SEO.”
Controversial: “Chasing low-competition keywords is the fastest way to waste your SEO budget.”
Same topic. One blends in. The other stands out.
Why Controversy Works for Engagement
Controversial content gets reactions. Reactions drive comments, shares, saves, and extended time on page. These engagement signals tell platforms (and algorithms) that your content is worth showing to more people.
Google’s Search Quality Evaluator Guidelines highlight the value of original content that provides insight not found elsewhere. Sharing a strong, experience-based perspective is one of the clearest ways to show originality.
If your competitors all sound the same, your audience is waiting for someone to say what they’ve been thinking. Be that voice.
The Trust Factor: Bold Doesn’t Mean Reckless
Being controversial only works if it’s grounded in value. Here’s how to do it without losing trust:
1. Base it on experience
Don’t just make noise. Share lessons you’ve learned firsthand, especially ones that challenge common assumptions.
2. Speak with clarity, not aggression
You’re not attacking people. You’re challenging ideas. Keep the tone confident, not combative.
3. Invite the conversation
Controversial content isn’t about being right. It’s about creating dialogue. Ask questions. Welcome perspectives.
4. Make it helpful
Even if your take is strong, always deliver value. Help your audience see a new angle or avoid a costly mistake.
Where Controversial Content Performs Best
LinkedIn: Thought leadership thrives on bold statements that drive conversation. Start with a belief or insight that challenges your industry’s status quo.
Blog Posts: Share strong opinions and back them up with data, personal experience, or client stories.
Webinars and Videos: Start with a surprising insight to increase watch time and set the tone for a more engaged audience.
Email Campaigns: Use bold subject lines and contrarian views to cut through inbox noise and improve open rates.
SEO Bonus: Originality and Authority
Google’s helpful content system values content written for humans, by humans, with unique insights. If you echo everyone else, you’re not adding value.
Controversial takes help prove first-hand knowledge and domain expertise. They also differentiate your content in a sea of sameness.
Use schema where possible to label insights, opinions, and author expertise. Make sure your article structure makes it easy to identify key ideas.
Wrapping It Up
You don’t need to be polarizing just to stand out. But you do need a point of view.
If you believe in a better way of doing something, say it. If a marketing strategy isn’t working and nobody talks about it, bring it up.
Boldness builds trust. Authenticity builds community.
If you’re willing to be honest about what you see in your industry, your best clients will find you faster.
Do you need help crafting content that cuts through the noise?
Let’s build a strategy that starts conversations and earns attention.
Schedule a consultation or connect with me on LinkedIn
