{"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 class=\"wp-block-paragraph\">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_88 ez-toc-wrap-center counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<label for=\"ez-toc-cssicon-toggle-item-6abfcba9ba2c1\" 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-6abfcba9ba2c1\"  \/><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 class=\"wp-block-paragraph\">Das Verfassen von Texten ist ein wirksames Mittel, um Follower zu Kunden zu machen. Dabei geht es sowohl um informative als auch um werbliche Inhalte. Welche Art von Inhalten verfassen Sie? Was sind Ihre Gr\u00fcnde daf\u00fcr? Und wann sollten Sie sie verfassen? (Wenn wir von \u201cverfassen\u201d sprechen, meinen wir damit allgemein die Erstellung jeglicher Art von Inhalten, einschlie\u00dflich Videos und Infografiken.)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\">Ziemlich einfach, oder?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\">Zeitgebundene Inhalte liefern den Lesern Informationen, die gerade aktuell sind, d.\u202fh. Eilmeldungen und Neuigkeiten zu den aktuellen Trends in Ihrer Branche. Diese Informationen sind nach relativ kurzer Zeit bereits \u201cveraltet\u201d. Deshalb ist es wichtig, stets \u00fcber die Entwicklungen in Ihrer Branche auf dem Laufenden zu bleiben! Sie m\u00f6chten zu den Ersten geh\u00f6ren, die \u00fcber ein aktuelles Thema berichten.<\/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 class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\"><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&nbsp; informative [&hellip;]<\/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,"_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":["post-16353","post","type-post","status-publish","format-standard","has-post-thumbnail","category-uncategorized","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 5.0.2 - aioseo.com -->\n\t<meta name=\"description\" content=\"What is promotional writing vs informational content? 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