When They Zig You Zag
Taking a contrarian approach to Content Marketing
Most content marketers follow the same playbook, Regular content, funnels, SEO, and endless social posts, believing it’s the only way to grow.
But what if those strategies are exactly what’s holding you back?
A few days ago I saw this post by Tim Denning and it got me thinking, what other marketing advice might be wrong.
There’s a little-known reason why doing the opposite of what everyone else is doing could unlock opportunities you didn’t even realize were there.
Below are some of the contrarian ideas I’ve tested, pick one or two and test them, you might be surprised at the results.
The Problem with Playing It Safe
The thing about “best practices” is that everyone’s using them.
They worked well at first, but now the game is oversaturated. Funnels, lead magnets, and optimized blogs have become background noise.
If you’re tired of trying to be better, maybe it’s time to focus on being different.
Contrarian thinking is about zigging when everyone else zags. It’s risky, but isn’t doing what everyone else does a risk in itself?
Go Broad Instead Of Niching Down
You’ve heard it a million times: “Find your niche!”
But what if niching down is actually holding you back?
Instead of narrowing your audience, imagine creating content that speaks to universal needs. It’s the difference between being a specialist and a thought leader.
Sometimes, going broad isn’t just bolder—it’s smarter. Start by Tring some broader articles
A few months ago, I started to add some broad articles to my content, they outperformed many of my “normal” articles
Simple Steps To A Happier Life
Ditch the Funnel
Funnels are everywhere, promising seamless conversions.
But what if you scrapped the idea entirely?
Instead of leading your audience through free downloads and upsells, try pitching your offer directly.
Be transparent, straightforward, and unapologetic. In a world where people are tired of jumping through hoops, you might find that honesty works better than strategy.
I started testing this on my newsletter last month, and it has led to over $1000 in sales so far.
Each Week, I create an In-depth Guide and send it out as a newsletter. Check out last weeks…
Master One Format
Everyone’s busy creating blogs, articles, podcasts, videos, and TikToks all at once.
But what if you doubled down on just one?
Focus all your energy on being exceptional in a single format.
Whether it’s a killer newsletter or a must-watch YouTube channel, depth often beats breadth.
No Monetization, Just Value
This one’s radical: stop selling altogether.
Instead of pushing products or services, focus on building trust. Give away your best ideas without expecting anything in return.
It sounds crazy, but there’s something magnetic about generosity. People remember it—and when you do decide to sell, they’ll be lining up.
Go Solo
Collaboration can be great, but it also comes with compromises.
By staying solo, you control the message, the vision, and the pace. It’s not about shutting people out—it’s about doubling down on your own voice.
Forget SEO
SEO is important, but it’s become robotic and somewhat pointless (ohhh.. that’s a controversial take Mark!)
What if, instead of chasing keywords, you wrote purely for people?
Forget Google.
Write content that resonates, entertains, or challenges. Ironically, when you stop trying to please the algorithm, you often end up with content that people,and yes, even search engines, can’t resist.
Here is a secret: I’ve not considered SEO in over 5 years.
Let Engagement Happen Naturally
Everyone tells you to “engage” constantly, reply to comments, ask questions, and start conversations.
But there’s something to be said for focusing on quality over quantity. Create something meaningful, and the right people will find it.
Engagement will follow.
No Ads, No Problem
Skip the paid ads and retargeting campaigns.
Instead, focus on organic growth. It’s slower, sure, but it’s also more sustainable.
Plus, you don’t have to worry about ad costs eating into your margins.
Not using ads is something else I’ve not done in over 5 years and I’m still here!
Fly Without Data
I am a data nerd but here’s a wild idea, stop tracking everything.
Instead of living in analytics dashboards, trust your gut.
The best ideas often come from intuition, not spreadsheets. You can always refine later, but creativity thrives when you’re not overthinking every metric.
Stay Small
Most marketers dream of massive audiences, but what if the goal wasn’t growth for growth’s sake?
Imagine focusing on a small, loyal audience that truly values your work.
Depth over scale. It’s more fulfilling, and often more profitable.
I wrote about this in 2012 (500 Buyers) and it’s still relevant today
Why Contrarian Thinking Works
Contrarian thinking works because it makes people stop and take notice.
It signals that you’re not just following the playbook, you’re creating your own rules.
And in a crowded space, that’s what gets remembered.
Sure, not every unconventional idea will work.
But the ones that do?
They can change everything.
So maybe it’s time to stop playing by the rules and start experimenting.
Who knows?
The biggest growth might come from breaking a few conventions.