Editorial is a type of content that shares an educated opinion on a relevant, oftentimes controversial, topic or issue. It’s different from news articles because it doesn’t promote a specific product or service and isn’t purely factual. Editorial is an excellent tool for brands to utilize to help inform their audience on topics of interest while also demonstrating expertise in the industry.
Creating an editorial strategy takes careful planning to ensure that it aligns with the company’s goals and serves as a valuable asset to audiences. Editorial content is typically published on websites and social media, and can take the form of blog posts, news articles, videos, podcasts and white papers.
While there are several types of editorials, one of the most commonly used is an op-ed (opposite the editorial page). Op-eds are usually written by members of the public or experts with a unique insight into a particular topic. They can be a great way for authors to share their opinions and advance scientific discourse, and they are typically based on current events or hot topics.
For businesses, editorial can be incorporated into a thought leadership content marketing program to showcase the company’s expertise and provide value to their audiences without pushing a sales pitch. The key is to understand who your audience is and how you want the content to feel stylistically before determining what types of editorials to produce. A recent article by AdvisorStream showcases how implementing high-quality editorial content can improve lead capture.