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How to write a Non-Promotional Article

Retail has faced unprecedented challenges this past year (and counting).

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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