{"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\/es\/blog\/informational-and-promotional-content-what-are-you-writing-anyway\/","title":{"rendered":"Qu\u00e9 es la redacci\u00f3n promocional y qu\u00e9 el contenido informativo (y c\u00f3mo equilibrar ambos)"},"content":{"rendered":"<p class=\"wp-block-paragraph\">A estas alturas ya sabe que el contenido de su sitio web y de su blog tiene un prop\u00f3sito mayor. El contenido no s\u00f3lo existe porque \"tienes\" que escribirlo. La creaci\u00f3n de contenidos y el marketing son imprescindibles si quieres atraer a la gente a tu negocio.<\/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-6ac49dd715b24\" class=\"ez-toc-cssicon-toggle-label\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">QU\u00c9 HAY DENTRO<\/p>\n<span class=\"ez-toc-cssicon\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/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-6ac49dd715b24\"  \/><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\/es\/blog\/informational-and-promotional-content-what-are-you-writing-anyway\/#What_is_Promotional_Writing\" >\u00bfQu\u00e9 es la redacci\u00f3n promocional?<\/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\/es\/blog\/informational-and-promotional-content-what-are-you-writing-anyway\/#What_is_Informational_Content\" >\u00bfQu\u00e9 es el contenido informativo?<\/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\/es\/blog\/informational-and-promotional-content-what-are-you-writing-anyway\/#Writing_Informational_Content\" >Redacci\u00f3n de contenidos informativos<\/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\/es\/blog\/informational-and-promotional-content-what-are-you-writing-anyway\/#Think_Like_a_Marketer_306010\" >Piense como un experto en marketing 30\/60\/10<\/a><\/li><\/ul><\/nav><\/div>\n\n\n\n\n<p class=\"wp-block-paragraph\">Escribir es una forma eficaz de convertir a los seguidores en clientes. Se trata de crear contenido tanto informativo como promocional. Entonces, \u00bfqu\u00e9 tipo de contenido est\u00e1s creando? \u00bfCu\u00e1les son tus motivos para hacerlo? \u00bfY cu\u00e1ndo deber\u00edas hacerlo? (Y cuando decimos \u201cescribir\u201d, lo utilizamos como t\u00e9rmino gen\u00e9rico para referirnos a la creaci\u00f3n de cualquier tipo de contenido, incluidos v\u00eddeos e infograf\u00edas).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00bfQu\u00e9 es la redacci\u00f3n promocional y qu\u00e9 la informativa? En este art\u00edculo explicaremos las diferencias entre ambos y le daremos consejos sobre la mejor forma de escribirlos.<\/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>\u00bfQu\u00e9 es la redacci\u00f3n promocional?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u00bfTiene un nuevo libro electr\u00f3nico o curso de pr\u00f3xima publicaci\u00f3n? \u00bfOfrece pruebas gratuitas de una nueva l\u00ednea de cuidado de la piel? <a href=\"https:\/\/www.skillsyouneed.com\/rhubarb\/creating-good-promotional-content.html\" target=\"_blank\" rel=\"noopener noreferrer\">Contenido promocional<\/a> habla de sus productos y servicios, informando a sus seguidores y lectores sobre ellos con la intenci\u00f3n de comercializar dichos productos o servicios no s\u00f3lo para atraer a sus seguidores actuales como clientes, sino tambi\u00e9n para conseguir nuevos seguidores que busquen su producto.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">El contenido promocional tambi\u00e9n se denomina a veces contenido de \"toma de decisiones\" porque se utiliza para dirigir a los clientes potenciales hacia el embudo de ventas con el objetivo de convertirlos en clientes. La mejor pr\u00e1ctica a la hora de escribir este tipo de contenido es mostrar (no contar) a los clientes potenciales y a los clientes potenciales c\u00f3mo su producto o servicio les beneficia de forma \u00fanica.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Entonces, \u00bfpor qu\u00e9 no escribir contenido promocional todo el tiempo? Si vendes algo, es tentador promocionar continuamente tus productos (\u00a1porque son incre\u00edbles, claro!).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pero probablemente sepa de primera mano lo molestos que pueden llegar a ser los vendedores insistentes. Esto es a\u00fan m\u00e1s cierto si tenemos en cuenta que la mayor\u00eda de las personas que navegan por Internet buscan informaci\u00f3n que les ayude a resolver un problema y no un producto que comprar.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sin embargo, hay un momento y un lugar para el contenido promocional, y llegaremos a eso, pero hablemos primero de su compa\u00f1ero, el contenido informativo.<\/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>\u00bfQu\u00e9 es el contenido informativo?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">El objetivo de <a href=\"https:\/\/searchengineland.com\/the-informational-content-advantage-156186\" target=\"_blank\" rel=\"noopener noreferrer\">contenido informativo<\/a> es ayudar a responder a las preguntas que se hacen los profesionales de su sector y ofrecer soluciones a los problemas que experimentan.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">El contenido informativo educa a su audiencia y muestra su experiencia. El objetivo a largo plazo es que la gente le considere una autoridad en su campo. Una vez que te conviertes en una autoridad, los seguidores est\u00e1n m\u00e1s dispuestos a leer tu contenido promocional, y los buscadores de Internet son m\u00e1s propensos a confiar en tu contenido.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bastante f\u00e1cil, \u00bfverdad?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Puede serlo. S\u00f3lo necesita conocer un poco los diferentes tipos de contenido informativo que debe crear. El contenido informativo, como se indica en nuestro <a href=\"https:\/\/memberpress.com\/es\/ideal-length-for-website-content\/\">blog sobre la longitud ideal<\/a>, es el tipo que tiene m\u00e1s peso en su sitio web y blog. Contiene la informaci\u00f3n que detalla su negocio en su conjunto.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Aunque estos art\u00edculos suelen ser de formato largo -m\u00e1s de 1.200 palabras-, no siempre tienen por qu\u00e9 serlo. Despu\u00e9s de todo, lo m\u00e1s probable es que una infograf\u00eda informativa sea... <em>no<\/em> 1.200 palabras.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"writing-informational-content\"><span class=\"ez-toc-section\" id=\"Writing_Informational_Content\"><\/span>Redacci\u00f3n de contenidos informativos<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">El objetivo del contenido informativo es informar. Al proporcionar una visi\u00f3n general de un tema relacionado con su negocio, usted da a los lectores una raz\u00f3n para buscar su blog o sitio. El contenido informativo se presenta principalmente de dos formas diferentes: perenne y limitado en el tiempo.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"evergreen-content\">Contenido perenne<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Los contenidos perennes ofrecen informaci\u00f3n, incluidos res\u00famenes, consejos, sugerencias y material explicativo o tutorial que permanece inalterable con el paso del tiempo. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">El contenido evergreen, por tanto, es ideal para aquellas piezas de contenido de formato largo, como los libros electr\u00f3nicos, <a href=\"https:\/\/memberpress.com\/es\/introducing-memberpress-courses\/\" target=\"_blank\" rel=\"noopener noreferrer\">Cursos electr\u00f3nicos<\/a>Demostraciones de productos y tutoriales pr\u00e1cticos sobre su sector y sus productos.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"time-limited-content\">Contenido limitado en el tiempo<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">El contenido de duraci\u00f3n limitada ofrece a los lectores informaci\u00f3n relevante en este momento, es decir, noticias de \u00faltima hora y novedades sobre las tendencias actuales de tu sector. Esta informaci\u00f3n se convierte en \u201cnoticias antiguas\u201d en un plazo relativamente corto. \u00a1Por eso es importante estar al d\u00eda de lo que ocurre en tu sector! Quieres ser uno de los primeros en escribir sobre un tema de actualidad.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"make-space-for-both\">Haga sitio para ambos<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Aseg\u00farese de integrar adecuadamente en su calendario tanto el contenido de hoja perenne como el limitado en el tiempo, es decir, no comparta siempre art\u00edculos pesados de formato largo. No solo te llevar\u00e1 mucho m\u00e1s tiempo escribirlos, sino que podr\u00edas perderte temas de tendencia que ya no ser\u00e1n relevantes cuando los publiques.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As\u00ed que espacie esos art\u00edculos informativos m\u00e1s largos con otros m\u00e1s cortos, pero siempre, siempre aseg\u00farese de que sus art\u00edculos informativos est\u00e9n escritos en un tono que conduzca a la instrucci\u00f3n m\u00e1s que a la venta.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00bfC\u00f3mo informar a los lectores sin parecer demasiado promocional y demostrar al mismo tiempo que se es un l\u00edder del sector?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">He aqu\u00ed algunos consejos \u00fatiles:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>No des argumentos de venta.<\/li><li>Demuestre sus conocimientos y autoridad con art\u00edculos bien pensados y documentados.<\/li><li>No utilice t\u00e1cticas persuasivas.<\/li><li>Explica pero no sermonees.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">La clave est\u00e1 en saber cu\u00e1ndo compartir contenido promocional frente a contenido informativo. Porque ambos tipos tienen su lugar en tu sitio web y en el mundo de los contenidos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Una vez que haya demostrado que es un l\u00edder en informaci\u00f3n -una fuente de confianza a la que acudir cuando la gente tiene una pregunta o experimenta un problema-, puede ofrecer respuestas y soluciones a trav\u00e9s de sus productos y servicios.<\/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>Pensar como un vendedor: 30\/60\/10<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Equilibrar el contenido informativo y el promocional no es tan dif\u00edcil como podr\u00eda pensarse. Recuerde que el marketing en redes sociales <a href=\"https:\/\/www.smartbugmedia.com\/blog\/social-media-marketing-tips\" target=\"_blank\" rel=\"noopener noreferrer\">Regla 30\/60\/10<\/a>? El 30% del contenido que compartas en tus redes sociales debe ser de tu propiedad, el 60% debe ser contenido que hayas recopilado de otras fuentes y el 10% debe ser autopromoci\u00f3n.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As\u00ed que si aplicas eso al marketing de contenidos, deber\u00edas dedicar el 30 por ciento de tu tiempo a escribir art\u00edculos informativos, el 60 por ciento a encontrar contenido que sea valioso y \u00fatil para tus lectores y el 10 por ciento a escribir art\u00edculos promocionales.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Lo esencial del contenido informativo es que muestra a los lectores que usted es \u00fatil, tiene conocimientos y est\u00e1 dispuesto a compartir sus ideas. Cuando la gente acuda a ti en busca de informaci\u00f3n, tambi\u00e9n empezar\u00e1 a acudir a ti en busca de ayuda, lo que te permitir\u00e1 mostrar tu contenido promocional para ofrecer soluciones.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>\u00bfEst\u00e1 de acuerdo? H\u00e1ganoslo saber en los comentarios.<\/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? And when do you use one or the other? Find out how to balance your use of both in this blog post.\" \/>\n\t<meta name=\"robots\" content=\"max-image-preview:large\" \/>\n\t<meta name=\"author\" content=\"Lindsay Flanagan\"\/>\n\t<link rel=\"canonical\" href=\"https:\/\/memberpress.com\/es\/blog\/informational-and-promotional-content-what-are-you-writing-anyway\/\" \/>\n\t<meta name=\"generator\" content=\"All in One SEO Pro (AIOSEO) 5.0.2\" \/>\n\t\t<meta property=\"og:locale\" content=\"es_ES\" \/>\n\t\t<meta property=\"og:site_name\" content=\"MemberPress\" \/>\n\t\t<meta property=\"og:type\" content=\"article\" \/>\n\t\t<meta property=\"og:title\" content=\"What is Promotional Writing vs Informational Content (and How to Balance the Two)\" \/>\n\t\t<meta property=\"og:description\" content=\"What is promotional writing vs informational content? And when do you use one or the other? 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