How to write a Non-Promotional Article

by | Jan 10, 2014 | How To | 0 comments

As someone working in Marketing and Public Relations, part of my job is to promote the business I work for. This includes writing content for various platforms and different kinds of readers. Therefore, I might approach a blog, website or magazine with a topic that I think is interesting to them and their audience. One of the most common responses I get is the following:

Sure you can write about this, but make sure it isn’t promotional!

A bit of a predicament, right? So here we go, my 5 points on how to write non-promotional articles:

  1. Do not mention your company
  2. Highlight both, the positive and the negative
  3. Offer something to learn
  4. Use terminology the audience will understand
  5. Do not bash competitors

But then of course for any article to be successful – or even get published – it needs to be non-promotional. That’s what advertisements are for, right?

Note: A Google search for “How to write promotional articles” offers results telling you how to write promotional articles without them being promotional (highlighting similar points) 🙂

Side Note: You might have picked up on the irony in this post. Thank you.

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Markus Steinhauser

Markus Steinhauser

Chief Operating Officer

Markus fails miserably at losing his southwestern accent. He handles all internal and external communications as well as the expansion of the Testbirds crowd.

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Testbirds specialises in the testing of software such as apps, websites and Internet of Things applications by using innovative technologies and solutions. Under the slogan, “Testing Reality”, the company offers various testing methods to its clients looking to optimise the user-friendliness and functionality of their digital products. With over 250,000 registered testers located in 193 countries, Testbirds is one of the world’s leading crowdtesting providers. In addition, the IT service provider utilises cloud based technologies to support customers in the optimisation of their digital products. The combination of the two testing methods delivers a unique and extensive portfolio that takes the quality of software to the next level. Testbirds was founded in 2011 by Philipp Benkler, Georg Hansbauer and Markus Steinhauser. Today, the company has over 100 employees. Other than its headquarters in Munich, there are now offices in Amsterdam, London and Stockholm, franchises in Hungary and Russia and sales partners in Italy.

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