Web Content ‘s focus determines its success.

What the internet aims to be is a repository of information that helps us solve problems. Every time useful information is published on the internet, it should help us do just that “Solve Problems.” Creating content that is useful and available through search may not be enough. Connecting the reader with what you have written is the key to successful content on the internet.

Useful, problem solving information can take many different forms from inspirational, tips, news, how to’s and so much more. How this information is received however puts a whole new spin on the term “Successful information.” An example of this would be if an article is published that solves the problem of hair loss. If I were losing my hair then this information would help me from going bald. However if I don’t read the information because of lack of engagement, I will never achieve the solution of a full head of hair that is being offered me. The article is no longer successful but is a failure in solving my hairy problem.

What structure should web content take on.

The question therefore raised is, “ How should content be constructed in order to be successful?” A lot of copy writing experts will explain the effectiveness of using headlines, dot points and WIIFM benefits of persuasion copy writing.

Taking the thought of writing to engage the reader one-step further, consideration must be given to the reader’s inherent reactions and personality. How much does personality and native make up play a part in the reaction to the information people are reading? If it does play a part and I believe it does, then the key to engagement is, “how can we write content to address the different personality types?”

Personality breakdown to apply to web content writing.

The 4MAT® Model which is aimed at teachers may provide insight into how we can write content that appeals to different personality and learning types. The 4MAT® model breaks people up into four different learning approaches. It maintains that although people use a wide range of learning experiences, individuals tend to favour a particular learning method. The four methods are…

1. Imaginative Learning – Feeling and watching, seeking personal associations, meaning and involvement.
2. Analytic Learning – Listening to and thinking about information; seeks facts thinking through ideas, what does the expert think.
3. Common Sense Learning – Thinking and doing. Experimenting, building, creating usability, tinkering.
4. Dynamic Learning – Doing, feeling. Seeking hidden possibilities, exploring, learning by trial and error.

Another factor that plays a part in how an individual inherently learns is the usage of left and right brain.

• Left brain – Operates best through structure and sequence.
• Right Brain – Comprehends images, seeks patterns.

When the left and right brains are both used during the learning process higher learning and thinking is achieved. There is a greater range and depth of understanding leading to a greater implementation or take up of the new ideas.

The model extends to include a breakdown of

1. How we perceive the information – Take new information in and this scales from THINKING (Conceptualizing) to FEELING (Experience).
2. How we process the information – What is done with the information which scales from DOING (Active or Experimental) to WATCHING(Reflective or Observing).

All of this information can be depicted in a diagram as follows.

Web Content and the therefore what question?

In creating information that takes into consideration people’s inherent personality and learning types the key questions that relate to each sector are important. Making sure that each key question is addressed and in order is important. Review the content adding in elements that will help a particular learning type connect with the information. This may be an image or stats in the correct place.

If you have read all the way down to here the key challenge is to take the knowledge of how people learn and apply it to your writing. Can you increase your circle of influence? Some web stats that maybe useful in determining the impact of writing content in a way that considers how your readers best learn is loyalty and recency.

If you have any further insights, thoughts or experiences I would love to hear from you.