Controversy Attracts Clients

Andrew Wilkinson shares his content marketing strategy that helped build MetaLab by creating controversial, attention-grabbing content that generates business opportunities.

Key Points:

• Content Strategy Foundation:

  • Take boring topics and find controversial angles
  • Create attention-grabbing first lines
  • Pick fights while taking the moral high ground
  • Write controversial articles that get people talking

• Writing Formula:

  • Use shock value and emotion to capture attention
  • Follow the AIDA formula (Attention, Interest, Desire, Action)
  • Create headlines that challenge conventional wisdom
  • Example: "Joe Rogan Got Ripped Off" (despite $120M deal)

• Content Distribution Approach:

  • Publish on platforms like Medium
  • Subtly pitch business without explicit calls to action
  • Let content naturally generate conversation and word of mouth
  • Use controversy to become a topic of discussion

• Business Results:

  • Generated client work for MetaLab
  • Built name recognition
  • Created organic word-of-mouth marketing
  • Established thought leadership in industry

• Key Influence:

  • Book "Made to Stick" by Dan and Chip Heath
  • Warren Buffett's writing style
  • 37signals' content approach