Editorial is content that shares a point of view on a relevant topic or issue, often controversial or debatable. It is typically based on an educated opinion and is not designed to sell products or services. It can take the form of blog posts, news articles, videos and more. Editorial is an important component of a successful marketing strategy and has been shown to drive engagement, especially when it includes thought leadership pieces that provide valuable insights.
A common way to create editorial is by creating a “Letter to the Editor.” The purpose of these pieces is to share your opinion and views with a publication. Another popular type of editorial is an op-ed. This is a long form piece that is published in newspapers and meant to express the opinion of the author on a particular topic.
The key to writing a great editorial is to be clear and concise. Make sure that your audience understands your point of view, and be sure to include a persuasive argument and valid supporting evidence. An op-ed should also be personal, in terms of the writer’s voice and perspective coming through. It should also cover a subject that is relevant to your audience and their interests. It is important to have a clear and enticing title, and to be respectful of both sides of an argument.
By leveraging editorial in their content marketing strategies, brands are able to connect with audiences in a more authentic and engaging way. By delivering educational and informative pieces that are not overly sales-driven, companies can increase their credibility and build trust with their customers.