Editorial is content that shares an educated opinion on a relevant, often controversial or debated topic or issue. Editorial is a subset of opinion writing and, when used effectively, is a powerful tool for brands to leverage in their content marketing strategy.
When done well, editorial can help businesses communicate their expertise and position themselves as thought leaders within their industry. When paired with traditional content marketing pieces, such as case studies or white papers, editorial can provide additional value to prospective customers throughout the buyer’s journey.
Depending on the type of editorial your organization is seeking to develop or license, it can take on a variety of formats and channels. In its most straightforward form, a company may publish editorial on its blog or website in an effort to engage its audience and promote its solutions. It may also utilize editorial in email campaigns to nurture existing subscribers and generate new leads.
The key to creating effective editorial is focusing on the needs and interests of your target audience. For example, if you are developing an editorial that will be published in a newspaper, review the publication’s guidelines on how they prefer to receive op-ed submissions. Typically, newspapers are interested in articles that offer a perspective that is unique and offers an education on an issue they are covering.
When developing an editorial, keep in mind that the article should be engaging and persuasive, but not overly salesy. Use a personal voice in your piece to add authenticity, such as describing how an experience or the plight of a patient affected you personally. In addition, make sure the editorial is clear and concise — a well-written editorial should be no more than two or three paragraphs in length.
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