Editorial is content crafted to educate audiences on a topic without promoting a product or service. It can be written by in-house teams or licensed from publishers with authority and credibility. Editorial is a critical component of an overarching content marketing strategy because it establishes your organization as a thought leader and drives engagement with your target audience. Using editorial alongside more traditional, commercial content is essential to engage audiences at the top of the sales funnel and ultimately drive new customers.
A well-written editorial is personal and engaging. It should provide readers with a fresh perspective that they can relate to and that will set your opinion apart from others. Use examples, facts and statistics as necessary to support your argument. It is also important to be aware of the news cycle and to jump on topics that are in the limelight. For example, if a celebrity dies or there is a major political scandal, that is an opportunity to write an editorial that will receive attention.
When creating an editorial, it is vital to have clear and unbiased analysis that you can back up with credible evidence. It is also important to choose a side and clearly state that early in the piece. Lastly, tell your audience why they should care. For example, if you are writing about the plight of poor families, make it personal and explain how this issue affects you and your audience. This will make your opinion more relatable.
About the Author
