Editorial is content that shares a point of view on a topic without promoting products or services. This type of content is often found in news sites and traditional publications. It also can be used in a marketing strategy to help inform and engage an audience with valuable insights.
A good editorial should state a point of view in a clear way and present a solution to a problem. It can also criticize or praise someone or something. The goal of a critical editorial is to call attention to flaws in a decision or action, while a praising editorial seeks to commend the person, idea or situation.
The goal of an editorial should be to persuade readers that your viewpoint matters. You can do this by providing facts and evidence that support your argument. You should also acknowledge common counter arguments, which will make your editorial more interesting and persuasive.
When using editorial in a marketing strategy, it is important to consider your audience and what type of content will be most effective in meeting your goals. For example, thought-leadership articles have been shown to drive engagement on a company blog and provide an opportunity to generate leads. You may also want to leverage editorial content in email newsletters or as the subject matter for live events.
Whether you develop your own editorial pieces or license them from leading publications, the best editorial content is written with an eye toward engaging and educating your audience. This type of content helps position your business as a knowledgeable and authoritative entity that can be trusted to provide solutions.