Sharing an opinion in a LinkedIn post or in a web article can understandably be nerve-wracking, but in the sea of vanilla B2B content, it’s important.
Not only does it set you apart, but it helps your audience to get to know what you stand for – and get to know you. It can also help position you as a thought leader within your industry.
Here is a guide to how to share an opinion through your B2B content without being deliberately or unnecessarily provocative, and steps you can take to feel comfortable and confident putting your thoughts out into the world.
(NB: All property-related examples are made up for illustration only.)
Getting started with sharing an opinion
Start small. You don’t have to dive straight into big industry-wide topics; focus on smaller areas of influence. It might be a particular process or way of working. Or something that happens in the workplace.
And if even that seems daunting, try sharing your views in comments (in a non-troll-like way, obviously).
What is your friendly take on the topic shared in a LinkedIn post? Can you add to the discussion based on something you’ve experienced or seen in a short comment?
Got more to say? Maybe you are ready to share it in your own post.
Choosing the right tone for opinion-led content
How you express your opinion is critical. Think of it more as sharing a perspective than handing down a decree. Language choice is important.
❌ Aggressive tone that sounds like a decree:
Office landlords who still think long-term leases are the only viable model are living in the past. The market has moved on, and if you haven’t adapted to flexible workspace demand, you’re already behind.
✅ Gentle, perspective-driven tone more like sharing a view:
The shift toward flexible workspace models is reshaping what tenants expect from office providers. For landlords who’ve traditionally relied on long-term leases, exploring more adaptable options could open up new opportunities to stay competitive and meet changing occupier needs.
Evidence to support your viewpoint
Back up and support your opinion or viewpoint with evidence such as examples or data/research from legitimate sources. It will add weight and credibility to your argument.
Focus on ideas
Keep your opinion focused on ideas and practices rather than people and individual businesses. Getting personal and naming and shaming can backfire—it’s not a good look. Think of generic industry issues rather than specific mistakes you’ve seen an individual or particular business make.
❌ Personal/naming and shaming:
Too many facilities management firms, especially some of the big names we all know, are dragging their feet on digital transformation. It’s shocking that in 2025, some major players still rely on paper-based systems and spreadsheets. No wonder projects keep running over budget.
✅ Issue-focused, not individuals:
Digital transformation in building management is still uneven across the sector. Many organisations are finding that legacy processes make it harder to track performance and costs effectively. The challenge now is identifying the right tools to help teams unlock the full benefits of data-driven management.
Positive vs negative approach to B2B opinion pieces
You can keep your opinion positive by arguing for something rather than against it. It makes the focus constructive and leans towards asking for agreement rather than resistance to an idea.
❌ Negative framing (arguing against something):
Working from home is bad for business. It makes collaboration difficult, erodes company culture, and makes it harder for teams to stay aligned. If organisations keep allowing remote work, productivity and innovation will continue to suffer.
✅ Positive framing (arguing for something):
There’s growing evidence that office-based working brings real advantages for businesses. In-person collaboration often sparks ideas that are harder to replicate virtually, and shared workspaces help reinforce company culture and a sense of belonging.
How do you feel about writing B2B content with an opinion?
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