Building a brand online is not easy as there are a lot of factors you need to consider. Your ability to adjust or adapt to the right factors will determine your success level. This is especially true when you are creating website content. Nowadays, it is not enough to just concentrate on SEO (search engine optimization); it is also important to develop content that engages and earns the trust of visitors. How can this be done?

Developing engaging content means creating a website copy with personality. While some of your visitors prefer news type content, others like short but informative ones. There are some who prefer testimonials, statistical and factual content and dramatic stories. These are the different personalities you need to pay attention to.

Does Personality Matter? 

The answer to this question is a big YES! While it is difficult to please everybody at the same time, knowing the four major personality types and structuring your content around them will help you attract the niche you set your eyes on.

If you build your content in such a way that it caters to your visitors’ personalities, they will find it useful and engaging because you talk about their needs, wants and goals. Your website content will become a hit because it shows that you care about your visitors.

Since there are different personality types, your goal is to appeal to and focus on the majority. This is the best way to build a good relationship with your target niche and regular visitors.

How Can This Be Done?

  • Targeting your market’s personality means knowing the four major types. This is the first thing you need to do. The four major personality types are the analytical, the driver, the amiable and the expressive. These personalities are determined based on their response to situations.
  1. An analytical person loves to analyze and focuses on details. He doesn’t care too much about the outcome. He has low assertive and responsive characteristics.
  2. A driver – one who likes to push and get results because he is impatient – is highly assertive but is not that responsive.
  3. Amiable personalities are highly responsive but not assertive. They put a high value on relationships and believe that how a product helps people is more important.
  4. An expressive person does a lot of talking and less listening. He finds great value in how others perceive him. He cares more about his feelings. He has a high level of assertiveness and responsiveness.

Your goal is to find out which of these personality types dominate your target niche. Take note of their characteristics and work your content around it. For example, if majority of your target visitors have amiable personalities, write a lot of stories and testimonials. Be sensitive. Interact with them. An analytical audience means inserting a lot of facts and details about how your product or brand works. Formulate content around this.

  • The second step is to create content that matters. To stay true to SEO rules, there are some things you should keep in mind:
  1. Avoid using big words. You are not writing an academic paper or a scientific review. You don’t have to sound intelligent and all knowing. You only need to know what you are talking about. A lot of readers get turned off by big, fancy words.
  2. Write as if you are simply talking to someone; like you are in a casual conversation. This makes it easier for your audience to listen to and understand you.
  3. Insert not only facts, but also humor and opinions. Let your readers or visitors know that you care about them by telling a story they can relate to. Storytelling is something that easily engages people. Make them feel good about visiting your site. Be as original as you can be.
  4. Make sure that your content is helpful. This is where you insert some SEO stuff. Use links that direct them to pages on your website that they’ll find helpful. Use keywords, but do not overstuff your content with them. Informative and catchy title tags will also help.

Follow these tips and you won’t have to worry about losing visitors on your website.

Photo courtesy of ed_needs_a_bicycle.