The internet exists to serve up data. Whether that is news, facts, product reviews or general information, the web is a treasure trove of helpful content. This quick guide will explore the different types of informational content and how to craft it effectively.

What informational content is not

Before we get too deep into the details, we first need to consider what informational content is not. It is not an advertisement, endorsement, or sales pitch. It should be generally objective and unbiased, giving the reader accurate facts they can use to make decisions and form their own opinions.

The opposite of informational content would be promotional writing. This type of content exists to actively promote a product, service or brand to influence readers to buy, use or talk about it. Understanding the difference between informational content and promotional content will help you craft more effective strategies in both areas. While useful as part of long-term strategies, promotional writing tends towards being time-limited articles, being useful for only a short while but soon outdated.

Types of informational content

There are many different types of informational content, but most fall into a few general categories. These include:

1. Research-based articles: Articles that draw from academic research or other reliable sources to provide information about a topic.

2. Educational content: Content designed to teach the reader about a specific topic or skill. Think tutorials, how-to guides and webinars.

3. News stories: Articles that impartially discuss current events to keep readers informed on what’s happening around them.

4. Opinion pieces: Pieces written by experts or thought leaders to provide their perspective on a topic.

5. Fact-based content: Articles that present facts objectively to provide readers with the information they need to make decisions.

6. Social proof, such as customer testimonials.

Why do companies offer informational content?

Not everything a company posts online can be promotional. Companies need to provide useful, informative content to build trust and credibility with their target audience. This type of content allows them to establish themselves as an authority on a topic and position themselves as experts in their field. It can also drive traffic back to their website or social media channel. Essentially, appearing as unbiased as possible gives readers a reason to keep coming back for more content. That trust can often reward the company with future sales when they do put out a promotional piece.

If a company only ever posts promotional material, readers will soon grow tired of being bombarded with sales messages. Offering a variety of content ensures that readers have something new to learn and engage with regularly, which helps keep them interested in your organization as a whole.

Writing effective informational content

No matter what type of informational content you’re creating, there are a few key elements to keep in mind when crafting it:

1. Make sure your facts are accurate: Check and double-check the data you’re using so that you can be sure it’s accurate.

2. Make your content scannable: Break up text with headings, bullet points and images to make the content easier to digest.

3. Provide reliable sources: Cite any research or sources you’re using in the post and link back to them so readers can check the facts themselves.

4. Keep the language simple: Make sure your content is written in a way that’s easy to understand for all readers, regardless of their level of expertise on the topic.

5. Avoid bias: It can be tempting to insert opinions into informational pieces but make sure you remain as objective as possible.

Creating effective informational content is a skill, but with practice and the right approach, you can create pieces that are both helpful and engaging to your audience. The more informative the content, the more likely it will drive traffic to your website successfully.

Write evergreen content

Evergreen content will remain relevant and valuable long after it’s published. When creating informational content, look for timeless topics that won’t become outdated quickly. That way, your work will continue to be relevant years later.

Examples of this can include:

1. How-to guides and tutorials

2. Frequently asked questions (FAQs)

3. Historical pieces

4. Glossaries of terms or industry jargon

5. Interviews with experts or thought leaders on the topic

By providing helpful informational content, companies can establish themselves as an expert in their field with their target audience and drive more traffic to their website. Crafting compelling content requires accuracy, objectivity and an understanding of how to make your work scannable and relevant for years to come. By keeping these things in mind, you can create content that’s both useful and engaging for your audience.

Write relatable content

When crafting informational content, make sure to write in a way that’s relatable and easy to understand. Avoid using industry jargon or complex topics if you can. It is important to think about your audience and what they want or need from this piece of content.

If your company is an industry leader, it makes sense to spend time writing about things directly related to your industry, explaining the how and why of things rather than constantly pitching at your readers. The very nature of informational content is that readers can understand what you are saying and relate to you. Potential customers will be entering keywords into search engines to find content that helps them acquire the knowledge they desire on a topic.

The great thing about becoming a freelance informational content writer is that you can quickly make money online while working as a writer either full-time, freelance, or as a side hustle. All you need is a connected device and the ability to research topics and write about them. Ready? Time to get started!