Editorial is content that shares an opinion on a topic, without seeking to promote products or services. It is a key component of a well-balanced content strategy, and can be used to inform or entertain audiences. By leveraging editorial in their marketing, brands are able to connect with audiences in more genuine and authentic ways.
Editorial can come in a variety of formats and styles. Some may be written in-house by a writing or content team, while others are sourced through publisher partners who can license high-quality editorial content that adheres to strict journalistic standards. The best editorials are able to engage readers with compelling opinions and a fresh perspective. They should also be able to stand up against counterarguments, as there is sure to be at least some audience disagreement.
Typically, editorials fall into one of four categories: interpretation, criticism, entertainment and appreciation. Interpretation editorials explain the meaning or significance of a news event. Criticism editorials express an opinion on a current issue and seek to influence or inspire audiences to take action. Entertainment editorials offer insights into popular culture or society and are usually light in tone.
Taking an editorial approach to content marketing can help your brand grow and engage audiences in a way that feels more authentic and less like traditional advertising. By focusing on thought leadership and educational content that does not promote products or services, you can provide valuable information to audiences, while driving traffic to your digital platforms.