Let me paint you a picture.
Sarah’s been dreaming of the perfect cup of coffee for months.
The kind that makes you close your eyes and sigh, like you’re in some Italian café instead of your cramped kitchen.
She’s finally ready to pull the trigger on an espresso machine, so she types into Google: best espresso machines.
Now, here’s the thing — Sarah isn’t here to window shop.
She’s not clicking around for kicks.
She’s got her wallet out, ready to buy.
She just needs someone to nudge her.
And that’s where you come in.
If you want Sarah to pick your site over the hundreds of other guides out there, your content has to hit home.
Now, quick segue:
Notice something about all the top results for best espresso machines?
They’re all listicles.
They don’t shove one option in your face like a landing page.
Instead, they lay out a buffet of choices for readers to mull over.
This content format works. Why?
Because it’s tailored to what searchers expect to see. It’s tailored to the search intent.
And if your article on best espresso machines isn’t written in a similar content format, you’ve failed before you’ve even started.
But we’re not talking about content format today – we’re talking about content angle.
There’s a small but very important distinction between the two.
A content angle is the lens you use to tell a story or make a point.
It’s the thing that makes someone stop mid-scroll.
It answers the question Why this article? Why not the dozen others with the same topic?
I’ll explain with a few examples.
Look at the keywords below:
Let’s talk about what all these keywords have in common: they’re not just random phrases people are typing into Google.
They searches from espresso drinkers with very specific needs.
And the fact that these keywords even exist?
That’s your proof.
Proof that these are the pain points coffee drinkers are desperate to solve.
Our job — your job — is to step in and say, “Here’s why this espresso machine is exactly what you’re looking for.”
When writers target these needs, they get the chance to writer content that speaks directly to the reader, content that shows why a specific product or service is perfect for their situation.
Let’s look at an example:
Take the keyword best espresso machine for cafés:
What’s the pain point here?
It’s not about making a latte for one sleepy mom at 6 a.m.
No. It’s about churning out dozens of drinks, back-to-back, in the heat of a morning rush.
Café owners aren’t looking for convenience — they need reliability, speed, and power.
Now imagine writing an article with this content angle:
The best espresso machines for cafés: top picks recommended by 887 baristas
This hits hard because it does three things:
- It builds trust by leaning on the expertise of professionals who’ve been in the trenches.
- It makes the reader feel like this isn’t just another list—it’s the definitive list, backed by real-world experience.
- It speaks to the café owner’s mindset. They don’t care about aesthetics or small footprint machines—they care about durability, consistency, and handling volume.
See how that works?
You’re not just listing machines.
You’re solving a very specific problem, for a very specific audience, in a way that feels real and relevant.
That’s the power of leaning into specific needs.
That’s the power of writing with an angle.
In this guide, we’re breaking down the angles that close deals.
Angles that cut through the noise and make readers think, “Yep, this is it. Where’s my credit card?”
Let’s dive in.
Content angle #1: the expert driven angle
Let’s face it: the internet is crammed with opinions.
Everyone has something to say, but not everyone knows what they’re talking about.
That’s where expert-driven angles come in.
These angles add authority into your content by leaning on the knowledge and credibility of seasoned professionals.
The result?
Readers trust it.
They share it.
They bookmark it.
Here’s how to nail an expert-driven angle step by step:
1. Identify the right experts
Not all experts are created equal, and readers can sniff out fluff.
So find professionals whose credentials align with your topic.
Here’s how:
Relevant experience:
Choose experts who specialise in the niche you’re covering.
For a piece on yoga mats, you don’t need a celebrity yogi with a big following.
You need certified instructors who understand alignment, grip, and durability.
Credibility matters:
Look for professionals with verifiable credentials — certifications, years of practice, or a well-regarded reputation in their field.
Example:
- Dermatologists for skincare
- Nutritionists for diet advice
- Physical therapists for ergonomic recommendations
2. Frame the content around the expertise
Once you have the insights, position the content so the authority shines.
This isn’t about burying the expert quotes in a sea of fluff — it’s about building the piece around their expertise.
Start with authority: Lead with why your experts matter. Introduce them upfront to establish credibility from the beginning.
3. Provide clear, practical recommendations
People love expert opinions, but they love actionable advice even more.
Make the recommendations specific, practical, and easy to follow.
- Include expert-backed context: Don’t just list a product or solution. Explain why the expert recommends it.
Anticipate reader questions: Think about what readers might wonder and address it directly.
- Example: If a dermatologist recommends a $70 serum, answer the unspoken question: “Why is it worth the price?”
Content angle #2: controversial/hot takes
Done right, they make people think, question, and engage.
Done wrong, they can feel clickbaity or hollow.
The secret? Back your hot take with substance.
Here’s how to craft a killer controversial angle:
1. Challenge the norm
Start by identifying a widely accepted idea in your niche, then question it.
The goal isn’t to be contrarian for the sake of it — it’s to open up a fresh perspective or expose a blind spot in popular thinking.
Example:
2. Dive into polarising topics
Pick subjects that naturally split opinion.
These topics generate engagement because people feel compelled to weigh in, whether they agree or disagree.
- Example: “Do We Really Need More Electric Cars? The Untold Truth.” This approach doesn’t bash electric cars outright but teases a deeper, less discussed side of the conversation.
- Pro tip: Balance is key. Even in polarising topics, aim to present a nuanced view to avoid alienating readers completely.
Content angle #2: comparative angles
Life’s full of tough choices — Asana or Trello, iPhone or Samsung Galaxy, Peloton or NordicTrack — and your readers are out there wrestling with their own.
That’s where comparative angles come in.
They simplify decisions by showing readers the facts, side by side, in a way that makes them say, “Ah, that’s the one.”
Here’s how to write comparisons that make the decision easier for your readers:
1. Pinpoint the big decisions
Figuring out what your audience is comparing doesn’t need to be rocket science.
You don’t need a massive team or some elaborate brainstorm session — it’s as simple as looking for the keywords people are already searching.
Start with a keyword tool:
Use tools like SEMrush, Ahrefs, or even Google’s own Keyword Planner.
Search for a product or service in your niche, followed by vs — this will pull up a goldmine of comparison keywords people are actively looking for.
Let’s say I want to find the project management software people are comparing.
We can start by picking a popular project management software, say, trello.
Then search trello vs and see what pops up:
These are the head-to-head matchups our audience is already interested in.
Once you have your list, focus on the pairings that make sense for your audience and niche.
Look for competitors that are widely recognised or match what you offer in terms of features and target audience.
If you’re running a project management software company, a piece titled Trello vs. Asana vs. Your Software positions you right in the middle of what people are debating — without feeling like a hard sell.
People searching for X vs. Y keywords are already in the decision-making phase.
They’re trying to figure out which option to go with.
When you show up with a comparison that includes your software, you’re tapping into that intent and subtly pitching your product as part of the solution.
Thanks for reading.
More coming soon
