IMF Business School · Masters in Marketing and Digital Communication Online or in person · Double degree · Up to 70% scholarship · Job and internship exchange Master in Digital Marketing Management – UPF-BSM Acquire specialized knowledge to manage the digital marketing of your organization. I recently read a study at Stony Brook University on an algorithm developed to predict the success of a novel based on the style of writing. With this mania for making little trees that connect everything, I realized two things: first, that Google increasingly has more powerful tools (algorithms) to evaluate the quality, understood as adequacy, of online texts. And secondly, that some of the study’s conclusions can be extrapolated to content generation. It must be taken into account, as the study itself indicates, that there are many factors that influence the success or failure of a novel: the intrinsic quality of the content, the novelty, the style of the writing, and that it has a story that generates engagement . Does it sound familiar? The conclusions point to some things that we already knew, and others surprising. I have tried to separate the ones that can be applied to online writing, with my own reflections and extrapolations: The verbs describing mental processes such as recognizing or remembering , work better than those who are more explicit in describing emotions and actions, such as wanting , promise , mourn , taking ? Those that enter phrases and information, such as saying , also work well . We can deduce that  Azerbaijan WhatsApp number list   users prefer that we suggest emotions to them in the first place, than that we mention them directly; or that we are clear and direct if we want to say something. Texts with more emotionally charged words are less successful. If experience tells us that emotions are what sells the most, and to this day I have not found data that refutes it, how do we have to interpret it? Well, again, our users probably prefer the suggested emotions: that we make them feel something with what we write, not that we tell them how to feel. A more technical fact : texts with prepositions, nouns, pronouns, determiners and adjectives work better than those with more verbs, adverbs and foreign words. Does this contradict the frequent recommendation to avoid nouns and use more verbs? Not at all. What I always recommend is to use verbs instead of nouns when it is a verb that you are playing. But if what is involved is a name, let’s not hesitate: names have content, semantic load, and we do very well to explain concepts and help our user understand what we mean. Another interesting conclusion: the most successful novels tend to have a style closer to journalistic , not creative writing. As I often say, this does not mean that we write blog articles as if they were press releases (not to mention!), But it does mean that users want clear information, not creative displays. On readability : here the result is interesting. The most successful literary books are the least readable. [1] On the other hand, the most successful documents in specialized sectors (academic, marketing papers ?) Are the most readable. What do you mean readable? Simple syntactic structures, usual sentence order (the much-noted subject-verb-predicate), short sentences? We can therefore deduce that people respond better if we are able to adapt the style to the type of information and the channel (email, blog article, etc.). As a final thought: the study tries to distinguish the good works from the excellent ones, not the good ones from the bad ones. But we’re doing fine now, right? We’re aiming for the best! [1] The authors of the study indicate that it is probably due to the fact that literary books require more syntactic complexity to explain some concepts, therefore readers better “tolerate” the low readability in this type of work, although they do not prefer it.

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