The digestibility of web content is a headache for everyone involved in its creation. What do users like to read about? What should be the structure of the text so that the page is not only not closed, but scrolled further than the 1st screen? There are a lot of questions, as well as the answers to them. As they say, "how many people, so many opinions." But we need truth, not assumptions and theories. Then let's look for her together.

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“Sick” topics
We are all inextricably linked to the Internet: someone spends less time at the computer, someone more. But, one way or another, we all owe it to our duty to visit sites with Internet marketing bias that are popular in Uanet and RuNet. Many even specifically monitor their content in order to receive a dose of information of interest to themselves in time.

To understand what the user wants, we analyzed popular materials on these sites.

As it turned out, users like posting about their loved ones. They love it when authors do their utmost to understand their tastes, to guess desires, to interpret actions.

Studies of user behavior on social networks are especially in demand. Like it or not, we come here every day: someone to have fun, and someone to work. Our behavior in social networks is a direct reflection of our inner world, mood, worldview, attitude to each other. And yet there are certain principles, something in common, on the basis of which you can divide the entire user army into groups and, thus, simplify the study of their representatives.

Similar studies are directly associated with psychology. So, the eternal desire of a person to understand himself, to give a logical explanation of his actions and reactions found his response in social networks.

Another area that will always and under any conditions will cause genuine interest in a modern user is his health: What is possible and what is not? Which is better, but how effective? The topic of health is becoming particularly relevant today, in the era of mass computerization, when the Internet turns our familiar life into a virtual one, and the World Wide Web is gradually becoming a permanent place of work. At the same time, many users are deceived, believing that working on the Internet saves them time and gives greater freedom of action. Despite such hopes, a person is addicted, he becomes a hostage to the network, sacrificing sleep and normal nutrition. Apparently, for this reason, materials in which experienced people share their own experience of improving health, undermined by sitting out at the monitor (not to be confused with a blue screen), are in demand.

For example, modern users, but in fact ordinary people, are interested in how to sleep less and have more time. Agree, the question of proper sleep is relevant for everyone. We all sleep, we all work. And surely we are all curious about how to combine healthy sleep with fruitful work. Anyone who "comprehended Zen", considers it appropriate to give advice to all suffering. However, the same situation is with articles that describe how to eat right, what kinds of sports it is more useful to practice, where to go to relax (to be inexpensive, and fewer compatriots around). And most interestingly, the sore topics coexist peacefully with the materials, so to speak, at work: business, Internet marketing, IT, etc.

No less important is the topic of work for users. Some decide whether to remain with them as part of a small, cozy company, or it is time to mark on a large corporation. Others can not decide whether to go to startups or continue to work for uncle / aunt. Accordingly, the first and second will be very grateful for the informative article on the topic. And if it is written in human language and, in essence, success is deliberately guaranteed to her.

Research is attracted by its conclusions and ratings, since it demonstrates the relatively current situation in the market. With their help, you can get a portrait of a modern consumer, find out what Ukrainians prefer - iPhone 5 or Samsung Galaxy S III, what time of day is better to tweet, etc. etc.

We can say that the theme of the relationship between customers and performers is eternal. After all, who wants to have embittered and ungrateful customers? And who dreams of an irresponsible artist? That's right: everyone wants to live peacefully and together.

To how to achieve harmony in business relations, a lot of notes on popular sites.

Far from the last place is occupied by materials on specialized events (announcements, reports). It is no secret, after all, that conferences and all kinds of seminars and meetings of professionals give any specialist a chance to improve their qualifications, gain new knowledge, make useful contacts.

Naturally, among the most read posts there will always be those dedicated to the great and terriblewell-known and successful companies: Google, Apple, Microsoft, Facebook, etc. Celebrity posts are stepping up in parallel: Steve Jobs, Mark Zuckerberg, Bill Gates, Pavel Durov and others.

Articles written by hands of famous personalities in the field of Internet marketing and IT. (Well, or signed by their name. One can still argue about the authenticity of authorship.) Moreover, note: such materials collect a lot of likes and comments. They are rarely scolded. More stroking the head. It feels like the author has cut through another window to America. Or is it already such a habit - to meet any action of a local celebrity standing and to applause?

On “Hurray!” instructions are read: how to make your page on Facebook the most visited, how to properly maintain an account on Twitter, how to build a competent SMM strategy, etc. It can be assumed: demand creates supply.

At this point, I would like to make a small conclusion:
1. People like to read about the business behind which a real person stands. They want to see what exactly he had to go through and do in order to ultimately succeed. An unobtrusive manner of presentation is welcomed, without obvious morality it is between the lines.
2. Users like to get advice, and even better - a guide to action.
3. People welcome research, figures, facts. Everyone learned to spread on the tree, but briefly and on business - this is already a virtuoso affair.

From content to form
Informativeness of the text is certainly important. But, if there is a lot of text or it is built without the slightest hint of a clear structure, the author can only sympathize. Indeed, before the reader is imbued with the author's mood, he must be seduced by the attractive appearance of the text.

The Secret of Trust
When a user first visits a site, they don’t know whether to trust its content. After all, there are a lot of sites on the Internet, and not the fact that the truth is written here. To establish trusting relationships with users will help: stylish design, fast page loading, "non-floating" layout, user-friendly menu and the interface as a whole. It is very important to use hypertext, while links should lead to authoritative sites. Facts and opinions supported by links are especially positive for users. The idle talk for a good site is evil. However, there should not be many links, otherwise the text runs the risk of turning into some kind of cheap advertising, at best a Christmas tree.

Length matters
No matter how beautiful, smart and useful your text may be, often users read only the first screen. Therefore, it must be made convincing so that you want to spin the mouse wheel further. As a rule, readers like small annotations, brightly decorated introductory parts. This text should be intriguing, especially the first phrases of paragraphs. In geometric terms, the text should resemble an inverted pyramid: the most important thing is first. Although, in fairness, it should be said about the importance of the final part of the text. Typically, users expect to see there a summary of all of the above, so as not to read the entire text. They should be given what they want.

Another task of the author is to break the text into logically completed parts and put attractive phrases at their beginning. Ideally, each thought has a separate paragraph. It is important to indicate the date of publication. Thus, users will know what content they are offered freshness. Articles without a “production date” are often perceived as an attempt to cheat. In general, users are our everything. When creating "edible" content, it is necessary to focus on their behavior, taste and choice.

Users are not someone ephemeral and domineering, but all of us: neighbors, passengers on the train, aunts and uncles, pedestrians and drivers ... Ask them how they read texts on websites, what they pay special attention to, and what they ignore how they perceive graphics in the text, and how - links, etc.

Linguistic retreat
As usual, articles with numbers in the title are in demand: “10 ways ...”, “5 tools ...”, etc. However, if round numbers used to be considered running, today attention to the headline is attracted by a certain incompleteness. Suppose, not 5, but “6 tools ...”, not 10, but “11 ways ...”.

It is believed that the most effective headings are interrogative: what, how, why, who, and you know, etc. It’s hard to argue with this: curiosity often takes precedence over other emotions. Nevertheless, we dare to assume that the excessive use of such receivers can cause an unpleasant reaction. Such headlines can easily become boring.

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