{"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\/fr\/blog\/informational-and-promotional-content-what-are-you-writing-anyway\/","title":{"rendered":"Qu'est-ce que la r\u00e9daction promotionnelle ou le contenu informatif (et comment \u00e9quilibrer les deux) ?"},"content":{"rendered":"<p>Vous savez d\u00e9sormais que le contenu de votre site web et de votre blog a une finalit\u00e9 plus large. Le contenu n'existe pas seulement parce que vous \"devez\" l'\u00e9crire. La cr\u00e9ation de contenu et le marketing sont indispensables si vous voulez attirer les gens vers votre entreprise.<\/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-6a37e80129ff5\" class=\"ez-toc-cssicon-toggle-label\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">CE QU'IL Y A \u00c0 L'INT\u00c9RIEUR<\/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-6a37e80129ff5\"  \/><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\/fr\/blog\/informational-and-promotional-content-what-are-you-writing-anyway\/#What_is_Promotional_Writing\" >Qu'est-ce que la r\u00e9daction promotionnelle ?<\/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\/fr\/blog\/informational-and-promotional-content-what-are-you-writing-anyway\/#What_is_Informational_Content\" >Qu'est-ce qu'un contenu informatif ?<\/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\/fr\/blog\/informational-and-promotional-content-what-are-you-writing-anyway\/#Writing_Informational_Content\" >R\u00e9diger un contenu informatif<\/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\/fr\/blog\/informational-and-promotional-content-what-are-you-writing-anyway\/#Think_Like_a_Marketer_306010\" >Penser comme un sp\u00e9cialiste du marketing 30\/60\/10<\/a><\/li><\/ul><\/nav><\/div>\n\n\n\n\n<p>L'\u00e9criture est un moyen efficace de transformer vos abonn\u00e9s en clients. \u00c9crivez \u00e0 la fois  du contenu informatif et promotionnel. Quel type de contenu \u00e9crivez-vous ? Pour quelles raisons l'\u00e9crivez-vous ? Et quand devriez-vous l'\u00e9crire ? (Et lorsque nous parlons d\u201c\u201d \u00e9crire \u00bb, nous utilisons ce terme de mani\u00e8re collective pour d\u00e9signer la production de tout type de contenu, y compris les vid\u00e9os et les infographies.)<\/p>\n\n\n\n<p>Qu'est-ce que la r\u00e9daction promotionnelle par rapport \u00e0 la r\u00e9daction informative ? Dans cet article, nous allons pr\u00e9ciser les diff\u00e9rences entre les deux et vous donner des conseils sur les meilleures fa\u00e7ons de r\u00e9diger les deux.<\/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>Qu'est-ce que la r\u00e9daction promotionnelle ?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Vous avez un nouveau livre \u00e9lectronique ou un nouveau cours qui sortira bient\u00f4t ? Vous offrez des essais gratuits pour une nouvelle ligne de soins de la peau ? <a href=\"https:\/\/www.skillsyouneed.com\/rhubarb\/creating-good-promotional-content.html\" target=\"_blank\" rel=\"noopener noreferrer\">Contenu promotionnel<\/a> parle de vos produits et services, en informant les adeptes et les lecteurs de leur existence dans le but de commercialiser ces produits ou services, non seulement pour attirer les adeptes actuels en tant que clients, mais aussi pour gagner de nouveaux adeptes \u00e0 la recherche de votre produit.<\/p>\n\n\n\n<p>Le contenu promotionnel est aussi parfois appel\u00e9 contenu \"d\u00e9cisionnel\" parce qu'il sert \u00e0 orienter les clients potentiels vers l'entonnoir de vente dans le but de les convertir en clients. La meilleure pratique pour r\u00e9diger ce type de contenu consiste \u00e0 montrer (et non \u00e0 dire !) aux prospects et aux clients en quoi votre produit ou service leur apporte un avantage unique.<\/p>\n\n\n\n<p>Alors pourquoi ne pas \u00e9crire du contenu promotionnel en permanence ? Si vous vendez quelque chose, il est tentant de promouvoir continuellement vos produits (parce qu'ils sont g\u00e9niaux, bien s\u00fbr !).<\/p>\n\n\n\n<p>Mais vous savez probablement de premi\u00e8re main \u00e0 quel point ces vendeurs insistants peuvent \u00eatre aga\u00e7ants. C'est encore plus vrai si l'on consid\u00e8re que la majorit\u00e9 des internautes recherchent des informations pour les aider \u00e0 r\u00e9soudre un probl\u00e8me plut\u00f4t qu'un produit \u00e0 acheter.<\/p>\n\n\n\n<p>Le contenu promotionnel a cependant sa place et son temps, et nous y reviendrons, mais parlons d'abord de son partenaire, le contenu informatif.<\/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>Qu'est-ce qu'un contenu informatif ?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>L'objectif de la <a href=\"https:\/\/searchengineland.com\/the-informational-content-advantage-156186\" target=\"_blank\" rel=\"noopener noreferrer\">contenu informatif<\/a> est d'aider \u00e0 r\u00e9pondre aux questions que se posent les acteurs de votre secteur et d'apporter des solutions aux probl\u00e8mes qu'ils rencontrent.<\/p>\n\n\n\n<p>Le contenu informatif permet d'\u00e9duquer votre public et de mettre en valeur votre expertise. L'objectif \u00e0 long terme est que les gens vous consid\u00e8rent comme une autorit\u00e9 dans votre domaine. Une fois que vous \u00eates devenu une autorit\u00e9, les personnes qui vous suivent sont plus dispos\u00e9es \u00e0 lire votre contenu promotionnel et les internautes sont plus enclins \u00e0 faire confiance \u00e0 votre contenu.<\/p>\n\n\n\n<p>C'est assez facile, non ?<\/p>\n\n\n\n<p>C'est possible. Il suffit d'en savoir un peu plus sur les diff\u00e9rents types de contenu informatif que vous devez cr\u00e9er. Le contenu informatif, comme indiqu\u00e9 dans notre <a href=\"https:\/\/memberpress.com\/fr\/ideal-length-for-website-content\/\">blog sur la longueur id\u00e9ale<\/a>La page d'accueil est le type de page qui a le plus de poids sur votre site web et votre blog. Il contient les informations qui d\u00e9crivent votre entreprise dans son ensemble.<\/p>\n\n\n\n<p>Si ces articles entrent g\u00e9n\u00e9ralement dans la cat\u00e9gorie des contenus longs (plus de 1 200 mots), ce n'est pas forc\u00e9ment le cas. Apr\u00e8s tout, une infographie informative est tr\u00e8s probablement <em>pas<\/em> 1 200 mots.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"writing-informational-content\"><span class=\"ez-toc-section\" id=\"Writing_Informational_Content\"><\/span>R\u00e9diger un contenu informatif<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>L'objectif du contenu informatif est d'informer. En donnant un aper\u00e7u d'un sujet li\u00e9 \u00e0 votre activit\u00e9, vous donnez aux lecteurs une raison de consulter votre blog ou votre site. Le contenu informatif se pr\u00e9sente principalement sous deux formes diff\u00e9rentes : le contenu permanent et le contenu limit\u00e9 dans le temps.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"evergreen-content\">Contenu permanent<\/h4>\n\n\n\n<p>Le contenu permanent offre des informations, y compris des vues d'ensemble, des conseils, des astuces et du mat\u00e9riel explicatif ou didactique qui restent inchang\u00e9s au fil du temps. <\/p>\n\n\n\n<p>Le contenu permanent est donc id\u00e9al pour les documents de longue dur\u00e9e, tels que les livres \u00e9lectroniques, <a href=\"https:\/\/memberpress.com\/fr\/introducing-memberpress-courses\/\" target=\"_blank\" rel=\"noopener noreferrer\">Cours en ligne<\/a>Les visiteurs peuvent \u00e9galement assister \u00e0 des d\u00e9monstrations de produits et \u00e0 des tutoriels sur votre secteur d'activit\u00e9 et vos produits.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"time-limited-content\">Contenu limit\u00e9 dans le temps<\/h4>\n\n\n\n<p>Le contenu limit\u00e9 dans le temps fournit aux lecteurs des informations pertinentes \u00e0 l'heure actuelle, c'est-\u00e0-dire des nouvelles de derni\u00e8re minute et des mises \u00e0 jour sur les tendances actuelles de votre secteur. Ces informations deviennent \"anciennes\" dans un laps de temps relativement court. C'est pourquoi il est important de se tenir au courant de ce qui se passe dans votre secteur ! Vous voulez \u00eatre l'un des premiers \u00e0 \u00e9crire sur un sujet d'actualit\u00e9.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"make-space-for-both\">Faire de la place pour les deux<\/h4>\n\n\n\n<p>Veillez \u00e0 int\u00e9grer de mani\u00e8re appropri\u00e9e dans votre calendrier les contenus permanents et les contenus limit\u00e9s dans le temps, ce qui signifie qu'il ne faut pas toujours partager des articles longs et lourds. Non seulement ils prennent plus de temps \u00e0 r\u00e9diger, mais vous risquez de passer \u00e0 c\u00f4t\u00e9 de sujets en vogue qui ne seront plus d'actualit\u00e9 au moment o\u00f9 vous les publierez.<\/p>\n\n\n\n<p>Il convient donc d'espacer les longs articles d'information par des articles plus courts, tout en veillant \u00e0 ce qu'ils soient toujours r\u00e9dig\u00e9s sur un ton propice \u00e0 l'instruction plut\u00f4t qu'\u00e0 la vente.<\/p>\n\n\n\n<p>Comment informer les lecteurs sans donner l'impression d'\u00eatre trop promotionnel, tout en montrant que vous \u00eates un leader du secteur ?<\/p>\n\n\n\n<p>Voici quelques conseils pratiques :<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Ne faites pas d'argumentaire de vente.<\/li><li>Montrez vos connaissances et votre autorit\u00e9 en publiant des articles bien pens\u00e9s et bien document\u00e9s.<\/li><li>N'utilisez pas de tactiques de persuasion.<\/li><li>Expliquez, mais ne faites pas la morale.<\/li><\/ul>\n\n\n\n<p>La cl\u00e9 est de savoir quand partager du contenu promotionnel et quand partager du contenu informatif. Les deux types de contenu ont leur place sur votre site web et dans le monde du contenu.<\/p>\n\n\n\n<p>Une fois que vous avez d\u00e9montr\u00e9 que vous \u00eates un leader de l'information - une source de confiance vers laquelle les gens se tournent lorsqu'ils ont une question ou un probl\u00e8me - vous pouvez fournir des r\u00e9ponses et des solutions par le biais de vos produits et services.<\/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>Penser comme un sp\u00e9cialiste du marketing : 30\/60\/10<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>\u00c9quilibrer le contenu informatif et le contenu promotionnel n'est pas aussi d\u00e9licat qu'on pourrait le croire. Rappelez-vous le marketing des m\u00e9dias sociaux <a href=\"https:\/\/www.smartbugmedia.com\/blog\/social-media-marketing-tips\" target=\"_blank\" rel=\"noopener noreferrer\">R\u00e8gle 30\/60\/10<\/a>? Trente pour cent du contenu que vous partagez sur vos plateformes de m\u00e9dias sociaux doivent \u00eatre des contenus que vous poss\u00e9dez, 60 % doivent \u00eatre des contenus que vous avez s\u00e9lectionn\u00e9s (recueillis aupr\u00e8s d'autres sources) et 10 % doivent \u00eatre des contenus d'autopromotion.<\/p>\n\n\n\n<p>Si vous appliquez ce principe au marketing de contenu, vous devriez consacrer 30 % de votre temps \u00e0 la r\u00e9daction d'articles informatifs, 60 % \u00e0 la recherche de contenu utile \u00e0 vos lecteurs et 10 % \u00e0 la r\u00e9daction d'articles promotionnels.<\/p>\n\n\n\n<p>Le contenu informatif montre aux lecteurs que vous \u00eates utile, bien inform\u00e9 et d\u00e9sireux de partager vos connaissances. Lorsque les gens viennent vous voir pour obtenir des informations, ils commencent \u00e9galement \u00e0 venir vous demander de l'aide, ce qui vous permet de mettre en valeur votre contenu promotionnel pour fournir des solutions.<\/p>\n\n\n\n<p><em>Vous \u00eates d'accord ? Dites-le nous dans les commentaires !<\/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? 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\/fr\/blog\/informational-and-promotional-content-what-are-you-writing-anyway\/\" \/>\n\t<meta name=\"generator\" content=\"All in One SEO Pro (AIOSEO) 4.9.6.2\" \/>\n\t\t<meta property=\"og:locale\" content=\"fr_FR\" \/>\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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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":"Qu'est-ce que la r\u00e9daction promotionnelle ?","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":"Qu'est-ce qu'un contenu informatif ?","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":"R\u00e9diger un contenu informatif","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":"Contenu permanent","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":"Contenu limit\u00e9 dans le temps","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":"Faire de la place pour les deux","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>Ne faites pas d'argumentaire de vente.<\/li><li>Montrez vos connaissances et votre autorit\u00e9 en publiant des articles bien pens\u00e9s et bien document\u00e9s.<\/li><li>N'utilisez pas de tactiques de persuasion.<\/li><li>Expliquez, mais ne faites pas la morale.<\/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":"Penser comme un sp\u00e9cialiste du marketing : 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\/fr\/wp-json\/wp\/v2\/posts\/16353","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/memberpress.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/memberpress.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/memberpress.com\/fr\/wp-json\/wp\/v2\/users\/3121"}],"replies":[{"embeddable":true,"href":"https:\/\/memberpress.com\/fr\/wp-json\/wp\/v2\/comments?post=16353"}],"version-history":[{"count":0,"href":"https:\/\/memberpress.com\/fr\/wp-json\/wp\/v2\/posts\/16353\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/memberpress.com\/fr\/wp-json\/wp\/v2\/media\/34044"}],"wp:attachment":[{"href":"https:\/\/memberpress.com\/fr\/wp-json\/wp\/v2\/media?parent=16353"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/memberpress.com\/fr\/wp-json\/wp\/v2\/categories?post=16353"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/memberpress.com\/fr\/wp-json\/wp\/v2\/tags?post=16353"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}