Editorial, also known as opinion content or opinion pieces, are a form of journalism that share an individual’s perspective on current events. This type of editorial can take on many different forms such as news articles, blog posts or social media content.
A well-written editorial is intended to be unbiased, bringing fresh insight to the topic at hand. It can be a call to action, an analysis of the facts or even a tribute to someone or something. This type of editorial is often used in the form of an opinion column in a newspaper or magazine.
For marketers, incorporating editorial into their content marketing strategy can help improve traffic to their websites while building trust and brand awareness. By providing thought-leadership content and valuable insights, companies can connect with their audiences in a way that feels more authentic and genuine than traditional advertising.
The first step is to determine the best approach for your team to develop editorial content. This includes finding the right team members and creating a thoughtful content plan that covers your content marketing goals, the type of editorial you will produce, when you will create it and how you will measure success. Be sure to include input from other departments within your organization as they may have great ideas that can be utilized in an editorial context.
For many organizations, it can be difficult to develop enough editorial content in-house on a consistent basis. In these cases, it is helpful to explore the possibility of licensing editorial content from publishers who already adhere to stringent editorial standards.