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How can you create engaging web content that is informative and not promotional?

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Creating engaging web content that is informative and not promotional can be a challenge for many writers. You want to share your knowledge, expertise, and insights with your audience, but you also want to avoid sounding like a salesperson or a marketer. How can you balance these goals and write web content that is both informative and engaging? Here are some tips to help you.

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Nashwa Sherif

Marketing Manager @ RAYA CX | Content Manager | Communication Strategist | Demand Generator |
Sushree Shailani Suman

Senior Content Strategist | Helping brands scale through strategic content | 10+ years in content creation | ATS CV…

1 Know your audience

Before you start writing, you need to know who you are writing for. What are their needs, interests, pain points, and goals? What kind of language, tone, and style do they prefer? How can you address their questions, concerns, and curiosity? Knowing your audience will help you tailor your content to their preferences and expectations, and make them feel like you are speaking directly to them.

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Luiza Braga

Trazendo resultados com Aquisi??o Organica desde 2019 | Copywriting | SEO | SaaS | B2B
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Entender profundamente quem s?o seus leitores é fundamental para criar conteúdo envolvente. Pesquise suas necessidades, interesses e desafios para direcionar suas mensagens de forma eficaz.

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Sushree Shailani Suman

Senior Content Strategist | Helping brands scale through strategic content | 10+ years in content creation | ATS CV Specialist
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Knowing your target audience is the most important thing. And then, answering their pain points through your write up will help you gain that traction.

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Vicente Borrego Arbeláez

Co-creador en Conexo Comunicaciones
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Lo primero es entender cuál es la necesidad de nuestra audiencia, qué espera y cómo lo espera. Luego que la información sea util y los más concreta posible, agrupar el contenido en listas, usar parrafos cortos, y reforzar con imágenes que ilustren lo escrito. Es importante incluir tus productos y servicios pero que no se sienta como venta si no que muestren lo genuinamente pueden solucionar

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2 Provide value

Your web content should provide value to your audience, not just information. Value means that your content helps your audience solve a problem, learn something new, improve their skills, or achieve their desired outcomes. To provide value, you need to focus on the benefits, not the features, of your topic. For example, instead of listing the features of a product or service, explain how it can help your audience save time, money, or effort.

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Nashwa Sherif

Marketing Manager @ RAYA CX | Content Manager | Communication Strategist | Demand Generator |
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Always remember it’s all about your audience! Ask what’s in it for them. Your service is the solution to their problem. Your product features are the benefits they need to save time, money, or increase their quality of life. So understand their psyche and create content pillars that focus on entertainment, education, engagement and so on that feels natural to customers. A meme that’s relatable or an infographic with key data and insights can go a long way. Don’t promote your brand promote what your brand can do for customers to change their businesses or lives.

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Cristina Luna Del Pozo

Creando contenido de valor
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Personalmente me ha sido difícil pasar el mundo escrito al mundo audiovisual. Aprender es importante, pero practicar aún más. Te recomiendo que sigas tutoriales en YouTube y los trabajes de manera paralela con los programas de edición de video para que el producto sea atractivo. No dudes en preguntar en la caja de descripción, siempre hay alguien de buena fe que ayuda. Salvado el tema, estructura un guión sencillo, enfocado en cómo la información ayudará a tu público. Enumera los beneficios pero también los contras. Es bueno que la audiencia este informada de los dos lados de la moneda. Si lo que planteas es un tutorial enumera los pasos y si es posible genera un enlace para profundizar mayor información.

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Luiza Braga

Trazendo resultados com Aquisi??o Organica desde 2019 | Copywriting | SEO | SaaS | B2B
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Priorize sempre oferecer informa??es úteis e relevantes para seu público-alvo. Seu conteúdo deve resolver problemas, responder perguntas e fornecer insights valiosos, sem focar exclusivamente na promo??o de produtos ou servi?os.

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3 Use storytelling

Storytelling is a powerful way to make your web content engaging and memorable. Stories can capture your audience's attention, emotions, and imagination, and make your content more relatable and human. You can use storytelling to illustrate your points, share your experiences, or showcase your results. Stories can also help you build trust and credibility with your audience, as they show that you understand their situation and have achieved what they want.

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Luiza Braga

Trazendo resultados com Aquisi??o Organica desde 2019 | Copywriting | SEO | SaaS | B2B
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Narrativas cativantes s?o uma poderosa ferramenta para envolver os leitores. Conte histórias autênticas que despertem emo??es e conectem-se com as experiências e valores do seu público, tornando o conteúdo mais memorável e impactante.

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4 Be clear and concise

One of the most important principles of journalism is to be clear and concise in your writing. This means that you should use simple and direct language, avoid jargon and technical terms, and cut out unnecessary words and details. Being clear and concise will help your audience understand your message, follow your logic, and remember your key points. It will also make your web content easier to read and scan on different devices and platforms.

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Luiza Braga

Trazendo resultados com Aquisi??o Organica desde 2019 | Copywriting | SEO | SaaS | B2B
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Mantenha sua mensagem direta e fácil de entender. Evite jarg?es complicados e frases longas. A clareza e a concis?o garantem que seu conteúdo seja acessível e absorvível, mantendo a aten??o do leitor.

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Sushree Shailani Suman

Senior Content Strategist | Helping brands scale through strategic content | 10+ years in content creation | ATS CV Specialist
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No fancy words... Using communicative English, keeping it simple let's you find and connect with your target audience faster.

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5 Add visuals

Visuals can enhance your web content and make it more engaging and appealing. Visuals can include images, videos, graphs, charts, infographics, or screenshots. Visuals can help you illustrate your concepts, show examples, provide evidence, or break up text blocks. Visuals can also help you attract your audience's attention, stimulate their senses, and increase their retention. However, you should use visuals sparingly and strategically, and make sure they are relevant, high-quality, and optimized.

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Sushree Shailani Suman

Senior Content Strategist | Helping brands scale through strategic content | 10+ years in content creation | ATS CV Specialist
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For great visuals, you can create these images without the help of any graphic designer. But how? Simple, use Canva AI, go to Apps and select Dalle or image generator by AI, enter your prompt and the image will be added to the design.

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Luiza Braga

Trazendo resultados com Aquisi??o Organica desde 2019 | Copywriting | SEO | SaaS | B2B
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Imagens, gráficos e vídeos podem complementar e refor?ar sua mensagem de forma visualmente atraente. Utilize elementos visuais de qualidade para enriquecer o conteúdo, tornando-o mais interessante e fácil de consumir.

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6 Invite feedback

One of the best ways to create engaging web content is to invite feedback from your audience. Feedback can include comments, questions, ratings, reviews, polls, or surveys. Feedback can help you measure your audience's satisfaction, interest, and engagement with your content. It can also help you build a relationship with your audience, as you can respond to their feedback, thank them for their input, or ask for their opinions. Feedback can also help you improve your content, as you can learn from your audience's suggestions, criticisms, or compliments.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Javier Fuertes

Java crafting innovative web solutions with JavaScript expertise
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No uses lenguaje persuasivo 1. Evitar el uso de adjetivos superlativos o exagerados que puedan exaltar o distorsionar la información presentada. 2. Ser objetivo al presentar los hechos y evitar interpretaciones subjetivas que puedan sesgar la percepción del lector. 3. No utilizar llamados a la acción directos o implícitos que busquen conducir al lector hacia una decisión específica. 4. Brindar información equilibrada y presentar diferentes puntos de vista para ofrecer una visión completa y no sesgada.

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Aswathy Ajaykumar

Help your brand get the content edge| I write content that ranks| classical singer.
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Figuring out the tone is one if the main elements to make sure that the content doesn’t go from informational to promotional. Persuasive words will always deem the content to have a sale intent. Instead, try using a conversational tone which will give the idea of you trying to speak to them of the product.

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Don Stewart

Photographer, Writer & Freelance copywriter
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Here is a bit of free advice*, as long as you remember to you to write in a direction that points directly to the facts, and stay away from promotional buzzwords, you should be just fine. *Don't be afraid to point out that the valuable content that you have created is free from the offset either. Remember, you are the master of your penmanship, and you control the directional flow of the content you produce, as well as the tone.

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How can you create engaging web content that is informative and not promotional?

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1 Know your audience

2 Provide value

3 Use storytelling

4 Be clear and concise

5 Add visuals

6 Invite feedback

7 Here’s what else to consider

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