The Controversial Content Strategy That Builds Massive Engagement

00:00 – Why Polarising Content Works for Engagement
One of the best ways to grow an audience is by using different ways to communicate with them.
Polarising beliefs get people to engage—either by agreeing strongly or disagreeing.
Helps attract the right people and repel the ones who aren’t a good fit.
00:39 – What Are Polarising Beliefs?
Bold opinions catch attention and challenge conventional ideas.
They help align with your audience’s values—when people see that you think like them, they feel more connected.
Creates a loyal and engaged audience that actively supports you.
Helps differentiate you from competitors—owning a strong stance makes it harder for others to copy.
Builds trust with the right people while filtering out the wrong ones.

01:54 – Examples of Polarising Beliefs in Different Industries
Photographer: “Your wedding doesn’t have to be perfect—your photos should be.”
Health coach: “Weight loss isn’t the key to health.”
Life coach: “Going slow leads to success (not hustle culture).”
Marketer (Me!): “Marketing funnels don’t work—content ecosystems do.”
Key takeaway: You must actually believe in your polarising stance. It’s not about being controversial for controversy’s sake—it’s about standing firm in what you truly believe.

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03:08 – Four Ways to Find Your Bold Beliefs
Challenge industry myths – What advice do you disagree with?
Highlight your unique approach – What makes your method different?
Draw on personal experience – What led you to do things differently?
Focus on core values – What ethical principles drive your work?
05:08 – Using ChatGPT to Find Your Bold Beliefs
You can use AI to refine your stance and make sure it aligns with your audience.

👉 ChatGPT Prompt:
"I have a psychographic profile of my ideal audience. Based on this, can you help me identify bold, polarising beliefs that align with their values and challenge industry norms?"

Things to include for better results:

Your industry and niche
Your audience’s pain points and frustrations
Their aspirations and what they want to change
Examples of values they hold
08:40 – How to Frame Your Polarising Beliefs in Content
Most people think [myth], but I know [truth].
Example: “Most people think success comes from going viral, but I know it’s about consistent strategy.”
I’m tired of seeing [problem]. Here’s what I do differently: [solution].
Example: “I’m tired of people wasting money on ads with no content strategy. Organic content should come first.”
I used to believe [old belief], but now I know [new belief].
Example: “I used to think posting daily was the key to growth, but now I know consistency matters more than frequency.”
09:40 – Dealing with Pushback and Trolls
Trolls mean your message is reaching beyond your safe algorithm bubble.
How to handle negativity:
Stay calm—don’t argue.
Use humour to defuse tension.
Let your community support you—they’ll often defend your stance.
Ignore/block when necessary.
Turn objections into content—address common disagreements in future videos.
10:49 – Turning Polarising Beliefs into Community Growth
Polarising beliefs help you attract loyal followers who support your message.
The stronger your stance, the more engagement you’ll create—which leads to greater reach.
People rally behind strong opinions—whether they agree or disagree.
Be bold. Stand by what you believe. The most successful content creators take a stand.
11:50 – 10 Action Steps to Implement This Today
Write down 3-5 industry myths you strongly disagree with.
Identify what makes your approach different from competitors.
Think about personal experiences that have shaped your beliefs.
Clarify your core values and how they influence your work.
Run your ideas through ChatGPT using the prompt above to refine them.
Choose one polarising belief to test in your next piece of content.
Use one of the content formulas to frame it clearly.
Post it and ask your audience for their thoughts.
If you get pushback, engage thoughtfully or repurpose the objections.
Repeat the process to build a strong, engaged community.
🚀 Final Thought:
The biggest brands, creators, and businesses aren’t afraid to take a stand. If you want more engagement, visibility, and a truly connected audience, you need to be willing to say what you believe—even when it goes against industry norms.

Now, your turn: What’s a belief you hold that challenges your industry? Drop it in the comments!