Everyone has a different thought process.
Personally, I dislike following the same general trend or content angle as everyone else. Unless it’s better and something I fully agree with, I’ll continue to do what I think is best. But to make sure I’m not being an idiot, I always look to see what the data says.
That said, not everyone is going to agree with how you think.
Not everyone is going to jump on board and suddenly begin to like you.
And that’s okay. Because you’re not just for anyone. It’s only those that can relate to where you’re coming from who matter the most.
Sticking to your own perspective as opposed to following the mainstream has its benefits in terms of growing a business.
There’s a right and wrong way of doing it though, which is what we’ll be going through in this article.
Table of Contents
“Content Angle” and “Status Quo” – Two Key Terms You Need to Know
The content angle refers to your thoughts and opinions about a particular topic.
The status quo refers to a common approach or concept that’s considered the norm. It’s the standard idea for a topic that most people conform to because it’s generally agreeable and acceptable.
Although there are benefits to going against the status quo, don’t go against Google’s status quo. It’s important to follow their guidelines if you want higher search rankings. While being different is good and can bring positive results, don’t overcomplicate it. The best answer is the one that’s usually simple.
5 Advantages of Having a Content Angle That Doesn’t Follow the Status Quo
Before writing on a topic, reflect on whether or not you full-heartedly agree with what everyone else is saying. If there’s a part of you that disagrees, do some more research and try to find something new that you could add to the conversation.
Once you’ve found your point, don’t play it safe by trying to align with the status quo. It’s especially advisable from me to you as a small business or startup. This is one of your gateways to stand out from the competition.
Your unique values and personality are what’s going to help you attract more users despite being in a competitive industry. Use it to differentiate and get the interest of your target audience.
With that in mind, let’s get into the advantages.
1. Disrupt the Competition
It gets boring. Even tiring when you hear about the same things over and over again.
But whenever you hear about something new, something that’s different… it’s going to get your attention.
As a result, it makes the person’s words who’s different louder.
Sticking to your genuine thoughts which zero in on your brand values and target audience’s needs makes you more interesting. There’s likely to be a feeling of novelty from what you’re saying and how you’re saying it, which emphasises your message.
Another way to put it is that it’s simply different from what the mainstream is used to.
You’ll have consumers becoming followers once they understand where you’re coming from and how their values are the same as yours.
They may also feel special following you because of the fact you’re not the same as others. As we all have a natural human desire to be unique, it’s a factor that could generate more fans for your business.
2. Attract a Specific Type of Audience
In exchange for excluding the general population, you’re appealing stronger to a specific type of audience.
However, there will be people on the fence.
They’ll need more information to determine what’s best for their particular needs before deciding you’re the best solution.
For startups and small businesses that aren’t as reputable yet, start off small and hyper-targeted. If you’re trying to talk to everyone, you end up talking to no one. So focus on one specific audience and subject area first. This is where having a fresh content angle becomes valuable.
3. Establish Your Online Presence
Introducing a new side of a topic stirs interest.
Adding something fresh to the conversation can make people keen to hear your thoughts. You’ll get more eyeballs from consumers since they know you’re not the same as everyone else.
They’ll be curious enough about what you think on certain topics because they know you’ll probably have something different to say. Not only does this make you more appealing to a specific audience. It also helps you reach new consumers and convert a percentage of them into fans.
The attention brings more traffic to your business and website. In turn, it establishes your online presence.
4. Improve Content Engagement and SEO
Going against the trend most people agree with means challenging a part of their perspective.
And when a person’s views are challenged, they’re likely to respond, which can lead to open debates. The engagement will show through:
- Social shares
- Click through rates
All of these are positive signs for social media and Google algorithms. Therefore, it could further push your search rankings forward and improve your online visibility. The heart of it lies in communicating a damn good idea. Doing this well is more than enough for getting people to consume your content from start to finish.
This shows through user behaviour metrics like:
- Average time spent on page
- Bounce rates
Higher rankings aren’t about writing for the algorithm or getting the perfect score on your SEO content optimisation tool. It’s about putting your users first and giving value.
5. Stand Out in the SERP
Google’s approach mentions that:
“Search is a tool to explore many angles so that you can form your own understanding of the world.”Google
When you’re offering a new angle on a subject, it leaves a strong first impression. It also has a positive impact in terms of standing out because you’re sharing something fresh for your audience, which can lead to a good user experience.
Putting the search engines first before your audience is a grave mistake. It’s been said for years but it’s now been made clear in Google’s helpful content update.
We know that SEO is most rewarding for those who rank as the first organic result.
If you’re ranking on the bottom half of the SERP, you’ve still got some work to do to push your positions forward. However, communicating a different perspective effectively in your title tag and meta descriptions could increase the number of clicks you get from searchers.
How to Go Against the Status Quo and Offer a New Content Angle the Right Way
There’s a saying that attention is the new currency.
Being unique can get more people entering your sales funnel because you’re driving attention to your business. Then again, you’ll only benefit from the points listed earlier by doing this the right way. That means being:
Saying whatever you want online without thinking about the consequences can tarnish your brand reputation. It’s nice to see you being honest but it might not lead to the same results you were hoping for.
Anyhow, here’s the correct approach.
It’s All About Authenticity
Our values and personality are what makes each of us unique.
Don’t intentionally go against the status quo for the sake of standing out. It’s about staying true to yourself and standing up for what you believe in. If those values go against the status quo, don’t be afraid to share your perspective.
Use Data to Support Your Points
It affects your business from a credibility standpoint if you’re not using any data to support your points.
Don’t just say things from the top of your head without any form of evidence. Refer to other reliable sources. It makes your points more valid and acceptable.
Stay Within Logical Reasoning
Already have empirical evidence and data to support your points? That’s nice.
However, it doesn’t mean you can draw up a wild conclusion that isn’t coherent. It has to logically fit into the narrative you’re creating. Strong opinions are okay but it needs to make sense.
Acknowledge the Objections
You’re not just ignoring the point where the main audience is coming from. You’re not turning a blind eye to the areas where the mainstream is right.
So, acknowledge where the mainstream opinions are coming from. Empathise with them first. This makes you more likable and someone they’ll be open to listening to. It can also make your side of the story more compelling.
Keep Your Content Relevant
Don’t make your piece of content completely isolated from the other blog posts ranking on the first page of Google.
Your competitors achieved those rankings in the first place for a reason. But instead of writing copycat content, bring something new to the table by either introducing a new idea or expanding on a point that’s been mentioned – do you disagree or agree, and why?
Don’t Be Too Offensive
If you have a unique opinion, by all means, feel free to share what you think.
Just be aware of the consequences. You’ll be at risk of offending someone, so choose your words carefully. Acknowledging their point before getting to your argument is one thing. Another thing to think about is what you’re going to say and how you’re going to say it.
We All Conform to an Idea in One Way or Another
We’re all skeptical about certain topics. Most of us are afraid of bringing them up because we want to fit in with society.
And that’s normal – our natural human instinct desires social acceptance.
Yet once you address your opinion that goes against the status quo, you’ll usually find that more people will agree with you than you’d think.
While it may lead to a few disagreements and criticism, it gets your audience engaged.
Which as a result, boosts the algorithm and improves your online presence.
The negative comments typically come from people who aren’t the ideal consumers you’d want to get in front of in the first place. Nevertheless, all it takes is a good response for some of them to convert into fans.