{"id":16353,"date":"2018-04-11T11:10:50","date_gmt":"2018-04-11T17:10:50","guid":{"rendered":"https:\/\/memberpress.com\/?p=16353"},"modified":"2022-02-16T11:10:11","modified_gmt":"2022-02-16T18:10:11","slug":"informational-and-promotional-content-what-are-you-writing-anyway","status":"publish","type":"post","link":"https:\/\/memberpress.com\/de\/blog\/informational-and-promotional-content-what-are-you-writing-anyway\/","title":{"rendered":"Was ist Werbetext im Vergleich zu informativem Inhalt (und wie man die beiden ausbalanciert)"},"content":{"rendered":"<p>Inzwischen wissen Sie, dass die Inhalte auf Ihrer Website und in Ihrem Blog einem h\u00f6heren Zweck dienen. Inhalte gibt es nicht nur, weil Sie sie schreiben \"m\u00fcssen\". Die Erstellung und Vermarktung von Inhalten ist ein Muss, wenn Sie Menschen auf Ihr Unternehmen aufmerksam machen wollen.<\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 ez-toc-wrap-center counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<label for=\"ez-toc-cssicon-toggle-item-6a19c44008c3d\" class=\"ez-toc-cssicon-toggle-label\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">WAS IST INNEN<\/p>\n<span class=\"ez-toc-cssicon\"><span class=\"eztoc-hide\" style=\"display:none;\">Umschalten auf<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a19c44008c3d\"  \/><nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/memberpress.com\/de\/blog\/informational-and-promotional-content-what-are-you-writing-anyway\/#What_is_Promotional_Writing\" >Was ist Werbetexte?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/memberpress.com\/de\/blog\/informational-and-promotional-content-what-are-you-writing-anyway\/#What_is_Informational_Content\" >Was ist informativer Inhalt?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/memberpress.com\/de\/blog\/informational-and-promotional-content-what-are-you-writing-anyway\/#Writing_Informational_Content\" >Schreiben informativer Inhalte<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/memberpress.com\/de\/blog\/informational-and-promotional-content-what-are-you-writing-anyway\/#Think_Like_a_Marketer_306010\" >Denken wie ein Vermarkter 30\/60\/10<\/a><\/li><\/ul><\/nav><\/div>\n\n\n\n\n<p>Writing is an effective way to turn followers into customers. Writing both\u00a0 informative and promotional content. So which type are you writing? What are your reasons for writing it? And when should you write it? (And when we say \u201cwrite,\u201d we're using it as a collective term for producing any type of content, including videos and infographics.)<\/p>\n\n\n\n<p>Was ist nun ein Werbetext im Gegensatz zu einem informativen Inhalt? In diesem Artikel gehen wir auf die Unterschiede ein und geben Ihnen Tipps, wie Sie beides am besten schreiben k\u00f6nnen.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"what-is-promotional-writing\"><span class=\"ez-toc-section\" id=\"What_is_Promotional_Writing\"><\/span>Was ist Werbetexte?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Sie haben ein neues Ebook oder einen neuen Kurs, der bald erscheint? Bieten Sie kostenlose Tests f\u00fcr eine neue Hautpflegeserie an? <a href=\"https:\/\/www.skillsyouneed.com\/rhubarb\/creating-good-promotional-content.html\" target=\"_blank\" rel=\"noopener noreferrer\">Werblicher Inhalt<\/a> spricht \u00fcber Ihre Produkte und Dienstleistungen und informiert Ihre Follower und Leser dar\u00fcber, um diese Produkte oder Dienstleistungen zu vermarkten und nicht nur Ihre aktuellen Follower als Kunden zu gewinnen, sondern auch neue Follower, die nach Ihrem Produkt suchen.<\/p>\n\n\n\n<p>Werbeinhalte werden manchmal auch als \"entscheidungsrelevante\" Inhalte bezeichnet, da sie dazu dienen, Leads weiter in Ihren Verkaufstrichter zu leiten, mit dem Ziel, sie in Kunden zu verwandeln. Die beste Vorgehensweise beim Verfassen dieser Art von Inhalten besteht darin, Interessenten und Kunden zu zeigen (nicht zu erz\u00e4hlen!), wie Ihr Produkt oder Ihre Dienstleistung ihnen einen einzigartigen Nutzen bringt.<\/p>\n\n\n\n<p>Warum also nicht st\u00e4ndig Werbeinhalte schreiben? Wenn Sie etwas verkaufen, ist es verlockend, st\u00e4ndig Werbung f\u00fcr Ihre Produkte zu machen (weil sie nat\u00fcrlich toll sind!).<\/p>\n\n\n\n<p>Aber Sie wissen wahrscheinlich aus erster Hand, wie l\u00e4stig diese aufdringlichen Verkaufstypen sein k\u00f6nnen. Dies gilt umso mehr, wenn man bedenkt, dass die meisten Menschen im Internet nach Informationen suchen, die ihnen bei der L\u00f6sung eines Problems helfen, und nicht nach einem Produkt, das sie kaufen m\u00f6chten.<\/p>\n\n\n\n<p>Es gibt jedoch eine Zeit und einen Ort f\u00fcr Werbeinhalte, und wir werden dazu kommen, aber lassen Sie uns zuerst \u00fcber ihren Partner, den Informationsinhalt, sprechen.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"what-is-informational-content\"><span class=\"ez-toc-section\" id=\"What_is_Informational_Content\"><\/span>Was ist informativer Inhalt?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Der Zweck der <a href=\"https:\/\/searchengineland.com\/the-informational-content-advantage-156186\" target=\"_blank\" rel=\"noopener noreferrer\">Informationsgehalt<\/a> ist es, Antworten auf die Fragen zu geben, die sich die Menschen in Ihrer Branche stellen, und L\u00f6sungen f\u00fcr die Probleme anzubieten, mit denen sie konfrontiert sind.<\/p>\n\n\n\n<p>Informative Inhalte bilden Ihr Publikum weiter und zeigen Ihr Fachwissen. Langfristiges Ziel ist es, dass man Sie als Autorit\u00e4t auf Ihrem Gebiet wahrnimmt. Sobald Sie eine Autorit\u00e4t sind, sind Ihre Anh\u00e4nger eher bereit, Ihre Werbeinhalte zu lesen, und Internetsuchende vertrauen Ihren Inhalten eher.<\/p>\n\n\n\n<p>Ziemlich einfach, oder?<\/p>\n\n\n\n<p>Das kann es sein. Sie m\u00fcssen nur ein wenig \u00fcber die verschiedenen Arten von Informationsinhalten wissen, die Sie erstellen sollten. Informative Inhalte, wie sie in unserem <a href=\"https:\/\/memberpress.com\/de\/ideal-length-for-website-content\/\">Blog \u00fcber die ideale L\u00e4nge<\/a>ist der Typ, der auf Ihrer Website und Ihrem Blog das meiste Gewicht hat. Er enth\u00e4lt die Informationen, die Ihr Unternehmen als Ganzes beschreiben.<\/p>\n\n\n\n<p>Auch wenn diese Artikel in der Regel in die Kategorie der Langform-Inhalte fallen - mehr als 1.200 W\u00f6rter - m\u00fcssen sie das nicht immer sein. Schlie\u00dflich ist eine informative Infografik h\u00f6chstwahrscheinlich <em>nicht<\/em> 1.200 W\u00f6rter.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"writing-informational-content\"><span class=\"ez-toc-section\" id=\"Writing_Informational_Content\"><\/span>Schreiben informativer Inhalte<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Das Ziel von Informationsinhalten ist es, zu informieren. Indem Sie einen \u00dcberblick \u00fcber ein Thema geben, das mit Ihrem Unternehmen zusammenh\u00e4ngt, geben Sie den Lesern einen Grund, Ihren Blog oder Ihre Website aufzusuchen. Informationsinhalte gibt es haupts\u00e4chlich in zwei verschiedenen Formen: immergr\u00fcn und zeitlich begrenzt.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"evergreen-content\">Immerw\u00e4hrender Inhalt<\/h4>\n\n\n\n<p>Evergreen-Inhalte bieten Informationen, einschlie\u00dflich \u00dcbersichten, Ratschl\u00e4ge, Tipps und Erkl\u00e4rungen oder Anleitungen, die im Laufe der Zeit unver\u00e4ndert bleiben. <\/p>\n\n\n\n<p>Evergreen-Inhalte sind also ideal f\u00fcr lange Inhalte, wie z. B. E-Books, <a href=\"https:\/\/memberpress.com\/de\/introducing-memberpress-courses\/\" target=\"_blank\" rel=\"noopener noreferrer\">E-Kurse<\/a>, Produktdemonstrationen und Anleitungen zu Ihrer Branche und Ihrem Produkt.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"time-limited-content\">Zeitlich begrenzter Inhalt<\/h4>\n\n\n\n<p>Zeitlich begrenzte Inhalte bieten den Lesern Informationen, die jetzt relevant sind, d. h. aktuelle Nachrichten und Updates zu den aktuellen Trends in Ihrer Branche. Diese Informationen werden in relativ kurzer Zeit zu \"alten Nachrichten\". Deshalb ist es wichtig, dass Sie immer auf dem Laufenden sind, was in Ihrer Branche passiert! Sie wollen einer der Ersten sein, der \u00fcber ein aktuelles Thema schreibt.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"make-space-for-both\">Raum f\u00fcr beides schaffen<\/h4>\n\n\n\n<p>Achten Sie darauf, dass Sie sowohl immergr\u00fcne als auch zeitlich begrenzte Inhalte in Ihren Kalender integrieren, d. h. Sie sollten nicht immer umfangreiche Artikel in langer Form ver\u00f6ffentlichen. Nicht nur, dass das Verfassen dieser Artikel viel mehr Zeit in Anspruch nimmt, Sie verpassen auch m\u00f6glicherweise aktuelle Themen, die zu dem Zeitpunkt, an dem Sie sie ver\u00f6ffentlichen, nicht mehr relevant sind.<\/p>\n\n\n\n<p>Verteilen Sie also l\u00e4ngere Informationsartikel auf k\u00fcrzere, aber achten Sie immer darauf, dass Ihre Informationsartikel in einem Ton verfasst sind, der eher der Anleitung als dem Verkauf dient.<\/p>\n\n\n\n<p>Wie k\u00f6nnen Sie also die Leser informieren, ohne zu werblich zu wirken, und gleichzeitig zeigen, dass Sie ein Branchenf\u00fchrer sind?<\/p>\n\n\n\n<p>Hier sind ein paar praktische Tipps:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Geben Sie keine Verkaufsargumente.<\/li><li>Zeigen Sie Ihr Wissen und Ihre Kompetenz durch gut durchdachte, gut recherchierte Artikel.<\/li><li>Verwenden Sie keine \u00dcberredungstaktiken.<\/li><li>Erkl\u00e4ren Sie, aber belehren Sie nicht.<\/li><\/ul>\n\n\n\n<p>Der Schl\u00fcssel liegt darin, zu wissen, wann man Werbeinhalte und wann man Informationsinhalte teilt. Denn beide Arten haben ihren Platz auf Ihrer Website und in der Welt der Inhalte.<\/p>\n\n\n\n<p>Sobald Sie gezeigt haben, dass Sie ein Informationsf\u00fchrer sind - eine vertrauensw\u00fcrdige Quelle, an die man sich wendet, wenn man eine Frage hat oder ein Problem auftritt - k\u00f6nnen Sie mit Ihren Produkten und Dienstleistungen Antworten und L\u00f6sungen anbieten.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"think-like-a-marketer-30-60-10\"><span class=\"ez-toc-section\" id=\"Think_Like_a_Marketer_306010\"><\/span>Denken wie ein Vermarkter: 30\/60\/10<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Das Gleichgewicht zwischen Informations- und Werbeinhalten ist nicht so schwierig, wie Sie vielleicht denken. Denken Sie an das Social Media Marketing <a href=\"https:\/\/www.smartbugmedia.com\/blog\/social-media-marketing-tips\" target=\"_blank\" rel=\"noopener noreferrer\">30\/60\/10-Regel<\/a>? Drei\u00dfig Prozent der Inhalte, die Sie auf Ihren Social-Media-Plattformen teilen, sollten eigene Inhalte sein, 60 Prozent sollten kuratierte Inhalte sein, die Sie aus anderen Quellen bezogen haben, und 10 Prozent sollten Eigenwerbung sein.<\/p>\n\n\n\n<p>Wenn Sie das also auf das Content Marketing anwenden, sollten Sie 30 Prozent Ihrer Zeit mit dem Schreiben von Informationsartikeln verbringen, 60 Prozent mit der Suche nach Inhalten, die f\u00fcr Ihre Leser wertvoll und n\u00fctzlich sind, und 10 Prozent mit dem Schreiben von Werbeartikeln.<\/p>\n\n\n\n<p>Das Entscheidende bei Informationsinhalten ist, dass sie den Lesern zeigen, dass Sie hilfsbereit und sachkundig sind und gerne Ihre Erkenntnisse weitergeben. Wenn die Leute zu Ihnen kommen, um Informationen zu erhalten, werden sie auch zu Ihnen kommen, um Hilfe zu erhalten, was Ihnen die M\u00f6glichkeit gibt, Ihre Werbeinhalte zu pr\u00e4sentieren, um L\u00f6sungen anzubieten.<\/p>\n\n\n\n<p><em>W\u00fcrden Sie zustimmen? Lassen Sie es uns in den Kommentaren wissen!<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>By now you\u2019re aware that the content on your website and blog serves a greater purpose. Content doesn\u2019t just exist because you \u201chave\u201d to write it. Content creation and marketing is a must if you want to draw people to your business. Writing is an effective way to turn followers into customers. Writing both\u00a0 informative [\u2026]<\/p>\n","protected":false},"author":3121,"featured_media":34044,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"_strive_editorial_status":"not-started","_strive_copy_of":0,"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_FSMCFIC_featured_image_caption":"","_FSMCFIC_featured_image_nocaption":"","_FSMCFIC_featured_image_hide":"","_strive_checklists":"\"\"","_strive_active_checklist":"62291e2bb2422","_strive_post_notes":"","footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-16353","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-uncategorized","8":"entry"},"acf":{"plans":["scale"],"is_featured":false,"download_source":"none","mothership_slug":"","download_url":""},"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.6.2 - aioseo.com -->\n\t<meta name=\"description\" content=\"What is promotional writing vs informational content? 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Content doesn\u2019t just exist because you \u201chave\u201d to write it. Content creation and marketing is a must if you want to draw people to your business.<\/p>","content":[{"type":"text","data":"By now you\u2019re aware that the content on your website and blog serves a greater purpose. Content doesn\u2019t just exist because you \u201chave\u201d to write it. Content creation and marketing is a must if you want to draw people to your business."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>Writing is an effective way to turn followers into customers. Writing both&nbsp; informative and promotional content. So which type are you writing? What are your reasons for writing it? And when should you write it? (And when we say \u201cwrite,\u201d we're using it as a collective term for producing any type of content, including videos and infographics.)<\/p>","content":[{"type":"text","data":"Writing is an effective way to turn followers into customers. Writing both&nbsp; informative and promotional content. So which type are you writing? What are your reasons for writing it? And when should you write it? (And when we say \u201cwrite,\u201d we're using it as a collective term for producing any type of content, including videos and infographics.)"}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>So, what is promotional writing vs informational content? In this article, we\u2019ll nail down the differences between them and give you tips on the best ways to write both.<\/p>","content":[{"type":"text","data":"So, what is promotional writing vs informational content? In this article, we\u2019ll nail down the differences between them and give you tips on the best ways to write both."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/heading","render":"<h2 class=\"wp-block-heading\" id=\"what-is-promotional-writing\">What is Promotional Writing?<\/h2>","content":"Was ist Werbetexte?","data":[],"style":{"align":"left","parent_style":{},"header":"h2","fontSize":"27px"}},{"type":"core\/paragraph","render":"<p>Have a new ebook or course releasing soon? Offering free trials for a new skin-care line? <a href=\"https:\/\/www.skillsyouneed.com\/rhubarb\/creating-good-promotional-content.html\" target=\"_blank\" rel=\"noopener noreferrer\">Promotional content<\/a> talks about your products and services, notifying followers and readers about them with the intent of marketing those products or services to not only draw in current followers as customers but gain new followers searching for your product.<\/p>","content":[{"type":"text","data":"Have a new ebook or course releasing soon? Offering free trials for a new skin-care line? <a href=\"https:\/\/www.skillsyouneed.com\/rhubarb\/creating-good-promotional-content.html\" target=\"_blank\" rel=\"noopener noreferrer\">Promotional content<\/a> talks about your products and services, notifying followers and readers about them with the intent of marketing those products or services to not only draw in current followers as customers but gain new followers searching for your product."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>Promotional content is also sometimes referred to as \u201cdecision-making\u201d content because you use it to steer leads further into your sales funnel with the goal of converting them into customers. The best practice in writing this type of content is to show (not tell!) leads and customers how your product or service uniquely benefits them.<\/p>","content":[{"type":"text","data":"Promotional content is also sometimes referred to as \u201cdecision-making\u201d content because you use it to steer leads further into your sales funnel with the goal of converting them into customers. The best practice in writing this type of content is to show (not tell!) leads and customers how your product or service uniquely benefits them."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>So why not write promotional content all the time? If you\u2019re selling something, it\u2019s tempting to continually promote your products (because they\u2019re amazing, of course!).<\/p>","content":[{"type":"text","data":"So why not write promotional content all the time? If you\u2019re selling something, it\u2019s tempting to continually promote your products (because they\u2019re amazing, of course!)."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>But you probably know firsthand how annoying those pushy sales types can be. This holds true even more so when you consider that the majority of people searching the internet are looking for information to help them solve a problem rather than for a product to purchase.<\/p>","content":[{"type":"text","data":"But you probably know firsthand how annoying those pushy sales types can be. This holds true even more so when you consider that the majority of people searching the internet are looking for information to help them solve a problem rather than for a product to purchase."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>There is a time and place for promotional content, though, and we\u2019ll get to that, but let\u2019s first discuss its partner, informational content.<\/p>","content":[{"type":"text","data":"There is a time and place for promotional content, though, and we\u2019ll get to that, but let\u2019s first discuss its partner, informational content."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/heading","render":"<h2 class=\"wp-block-heading\" id=\"what-is-informational-content\">What is Informational Content?<\/h2>","content":"Was ist informativer Inhalt?","data":[],"style":{"align":"left","parent_style":{},"header":"h2","fontSize":"27px"}},{"type":"core\/paragraph","render":"<p>The purpose of <a href=\"https:\/\/searchengineland.com\/the-informational-content-advantage-156186\" target=\"_blank\" rel=\"noopener noreferrer\">informational content<\/a> is to help answer the questions those in your industry are asking and to provide solutions to the problems they\u2019re experiencing.<\/p>","content":[{"type":"text","data":"The purpose of <a href=\"https:\/\/searchengineland.com\/the-informational-content-advantage-156186\" target=\"_blank\" rel=\"noopener noreferrer\">informational content<\/a> is to help answer the questions those in your industry are asking and to provide solutions to the problems they\u2019re experiencing."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>Informational content educates your audience and showcases your expertise. The long-term goal is for people to see you as an authority in your field. Once you become an authority, followers are more willing to read your promotional content, and internet searchers are more prone to trust your content.<\/p>","content":[{"type":"text","data":"Informational content educates your audience and showcases your expertise. The long-term goal is for people to see you as an authority in your field. Once you become an authority, followers are more willing to read your promotional content, and internet searchers are more prone to trust your content."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>Pretty easy, right?<\/p>","content":[{"type":"text","data":"Pretty easy, right?"}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>It can be. You just need to know a bit about the different types of informational content you should create. Informational content, as stated in our <a href=\"https:\/\/memberpress.com\/ideal-length-for-website-content\/\">blog on ideal length<\/a>, is the type that carries the most weight on your website and blog. It contains the information that details your business as a whole.<\/p>","content":[{"type":"text","data":"It can be. You just need to know a bit about the different types of informational content you should create. Informational content, as stated in our <a href=\"https:\/\/memberpress.com\/ideal-length-for-website-content\/\">blog on ideal length<\/a>, is the type that carries the most weight on your website and blog. It contains the information that details your business as a whole."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>While these articles generally fall into the long-form content category\u20141,200-plus words\u2014they don\u2019t always have to. After all, an informative infographic most likely is <em>not<\/em> 1,200 words.<\/p>","content":[{"type":"text","data":"While these articles generally fall into the long-form content category\u20141,200-plus words\u2014they don\u2019t always have to. After all, an informative infographic most likely is <em>not<\/em> 1,200 words."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/heading","render":"<h3 class=\"wp-block-heading\" id=\"writing-informational-content\">Writing Informational Content<\/h3>","content":"Schreiben informativer Inhalte","data":[],"style":{"align":"left","parent_style":{},"header":"h3","fontSize":"21px"}},{"type":"core\/paragraph","render":"<p>The goal with informational content is to inform. By providing an overview of a topic related to your business, you give readers a reason to seek out your blog or site. Informational content comes in primarily two different forms: evergreen and time-limited.<\/p>","content":[{"type":"text","data":"The goal with informational content is to inform. By providing an overview of a topic related to your business, you give readers a reason to seek out your blog or site. Informational content comes in primarily two different forms: evergreen and time-limited."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/heading","render":"<h4 class=\"wp-block-heading\" id=\"evergreen-content\">Evergreen Content<\/h4>","content":"Immerw\u00e4hrender Inhalt","data":[],"style":{"align":"left","parent_style":{},"header":"h4","fontSize":"18px"}},{"type":"core\/paragraph","render":"<p>Evergreen content offers information, including overviews, advice, tips, and explanatory or tutorial material that remains unchanged over time. <\/p>","content":[{"type":"text","data":"Evergreen content offers information, including overviews, advice, tips, and explanatory or tutorial material that remains unchanged over time. "}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>Evergreen content, then, is ideal for those long-form content pieces, such as ebooks, <a href=\"https:\/\/memberpress.com\/introducing-memberpress-courses\/\" target=\"_blank\" rel=\"noopener noreferrer\">e-courses<\/a>, product demonstrations, and how-to tutorials about your industry and product.<\/p>","content":[{"type":"text","data":"Evergreen content, then, is ideal for those long-form content pieces, such as ebooks, <a href=\"https:\/\/memberpress.com\/introducing-memberpress-courses\/\" target=\"_blank\" rel=\"noopener noreferrer\">e-courses<\/a>, product demonstrations, and how-to tutorials about your industry and product."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/heading","render":"<h4 class=\"wp-block-heading\" id=\"time-limited-content\">Time-Limited Content<\/h4>","content":"Zeitlich begrenzter Inhalt","data":[],"style":{"align":"left","parent_style":{},"header":"h4","fontSize":"18px"}},{"type":"core\/paragraph","render":"<p>Time-limited content gives readers information that is relevant now, i.e., breaking news and updates on the current trends in your industry. This information becomes \u201cold news\u201d in a relatively short amount of time. That's why it\u2019s important to keep on top of what\u2019s happening in your industry! You want to be one of the first to write about a hot topic.<\/p>","content":[{"type":"text","data":"Time-limited content gives readers information that is relevant now, i.e., breaking news and updates on the current trends in your industry. This information becomes \u201cold news\u201d in a relatively short amount of time. That's why it\u2019s important to keep on top of what\u2019s happening in your industry! You want to be one of the first to write about a hot topic."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/heading","render":"<h4 class=\"wp-block-heading\" id=\"make-space-for-both\">Make Space for Both<\/h4>","content":"Raum f\u00fcr beides schaffen","data":[],"style":{"align":"left","parent_style":{},"header":"h4","fontSize":"18px"}},{"type":"core\/paragraph","render":"<p>Be sure to appropriately integrate both evergreen and time-limited content into your calendar, meaning don\u2019t always share heavy long-form articles. Not only do they take that much longer to write, but you may be missing out on trending topics that will be no longer relevant by the time you publish them.<\/p>","content":[{"type":"text","data":"Be sure to appropriately integrate both evergreen and time-limited content into your calendar, meaning don\u2019t always share heavy long-form articles. Not only do they take that much longer to write, but you may be missing out on trending topics that will be no longer relevant by the time you publish them."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>So space out those longer informational articles with shorter ones, but always, always make sure your informational articles are written in a tone conducive to instruction rather than sales.<\/p>","content":[{"type":"text","data":"So space out those longer informational articles with shorter ones, but always, always make sure your informational articles are written in a tone conducive to instruction rather than sales."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>So how do you inform readers without sounding too promotional and also show you\u2019re an industry leader?<\/p>","content":[{"type":"text","data":"So how do you inform readers without sounding too promotional and also show you\u2019re an industry leader?"}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>Here are a few handy tips:<\/p>","content":[{"type":"text","data":"Here are a few handy tips:"}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/list","render":"<ul class=\"wp-block-list\"><li>Don\u2019t give sales pitches.<\/li><li>Show your knowledge and authority through well-thought-out, well-researched articles.<\/li><li>Don\u2019t use persuasive tactics.<\/li><li>Explain but don\u2019t lecture.<\/li><\/ul>","content":"<ul class=\"wp-block-list\"><li>Geben Sie keine Verkaufsargumente.<\/li><li>Zeigen Sie Ihr Wissen und Ihre Kompetenz durch gut durchdachte, gut recherchierte Artikel.<\/li><li>Verwenden Sie keine \u00dcberredungstaktiken.<\/li><li>Erkl\u00e4ren Sie, aber belehren Sie nicht.<\/li><\/ul>","data":{"listType":"unordered"},"style":{"parent_style":{}}},{"type":"core\/paragraph","render":"<p>The key is knowing when to share promotional content versus informational content. Because both types have their place on your website and in the world of content.<\/p>","content":[{"type":"text","data":"The key is knowing when to share promotional content versus informational content. Because both types have their place on your website and in the world of content."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>Once you\u2019ve shown you\u2019re an information leader \u2014 a trusted source to turn to when people have a question or experience a problem \u2014 you can provide answers and solutions via your products and services.<\/p>","content":[{"type":"text","data":"Once you\u2019ve shown you\u2019re an information leader \u2014 a trusted source to turn to when people have a question or experience a problem \u2014 you can provide answers and solutions via your products and services."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/heading","render":"<h2 class=\"wp-block-heading\" id=\"think-like-a-marketer-30-60-10\">Think Like a Marketer: 30\/60\/10<\/h2>","content":"Denken wie ein Vermarkter: 30\/60\/10","data":[],"style":{"align":"left","parent_style":{},"header":"h2","fontSize":"27px"}},{"type":"core\/paragraph","render":"<p>Balancing informational and promotional content isn\u2019t as tricky as you might think. Remember the social media marketing <a href=\"https:\/\/www.smartbugmedia.com\/blog\/social-media-marketing-tips\" target=\"_blank\" rel=\"noopener noreferrer\">30\/60\/10 rule<\/a>? Thirty percent of the content you share on your social media platforms should be content you own, 60 percent should be content you\u2019ve curated\u2014gathered\u2014from other sources, and 10 percent should be self-promotion.<\/p>","content":[{"type":"text","data":"Balancing informational and promotional content isn\u2019t as tricky as you might think. Remember the social media marketing <a href=\"https:\/\/www.smartbugmedia.com\/blog\/social-media-marketing-tips\" target=\"_blank\" rel=\"noopener noreferrer\">30\/60\/10 rule<\/a>? Thirty percent of the content you share on your social media platforms should be content you own, 60 percent should be content you\u2019ve curated\u2014gathered\u2014from other sources, and 10 percent should be self-promotion."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>So if you apply that to content marketing, you should spend 30 percent of your time writing informational articles, 60 percent finding content that is valuable and useful to your readers, and 10 percent writing promotional articles.<\/p>","content":[{"type":"text","data":"So if you apply that to content marketing, you should spend 30 percent of your time writing informational articles, 60 percent finding content that is valuable and useful to your readers, and 10 percent writing promotional articles."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>The bottom line with informational content is that it shows readers you\u2019re helpful, knowledgeable, and eager to share your insights. When people come to you for information, they\u2019ll also start coming to you for help, which allows you to showcase your promotional content to provide solutions.<\/p>","content":[{"type":"text","data":"The bottom line with informational content is that it shows readers you\u2019re helpful, knowledgeable, and eager to share your insights. When people come to you for information, they\u2019ll also start coming to you for help, which allows you to showcase your promotional content to provide solutions."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p><em>Would you agree? Let us know in the comments!<\/em><\/p>","content":[{"type":"text","data":"<em>Would you agree? Let us know in the comments!<\/em>"}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}}],"app_access":{"can_access":true,"restrict_message":null},"_links":{"self":[{"href":"https:\/\/memberpress.com\/de\/wp-json\/wp\/v2\/posts\/16353","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/memberpress.com\/de\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/memberpress.com\/de\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/memberpress.com\/de\/wp-json\/wp\/v2\/users\/3121"}],"replies":[{"embeddable":true,"href":"https:\/\/memberpress.com\/de\/wp-json\/wp\/v2\/comments?post=16353"}],"version-history":[{"count":0,"href":"https:\/\/memberpress.com\/de\/wp-json\/wp\/v2\/posts\/16353\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/memberpress.com\/de\/wp-json\/wp\/v2\/media\/34044"}],"wp:attachment":[{"href":"https:\/\/memberpress.com\/de\/wp-json\/wp\/v2\/media?parent=16353"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/memberpress.com\/de\/wp-json\/wp\/v2\/categories?post=16353"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/memberpress.com\/de\/wp-json\/wp\/v2\/tags?post=16353"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}