Editorial is a form of content that shares an opinion about an issue without promoting any specific products or services. Having this type of content in your marketing strategy can be highly effective at building audience trust and creating an environment where customers feel valued. In fact, a recent study by Edelman and LinkedIn found that 54% of decision-makers made a purchase with a company that provided thought leadership content that was not promotional in nature.
When writing editorial, your goal is to present an educated viewpoint about a topical issue or current news item. This could be a perspective on a scientific paper that was recently published, an opinion about a political or social event or any other topic that you have an educated point of view on. An editorial can take on a variety of forms, including an opinion piece in a newspaper or magazine, a public statement or a newsletter.
Taking an editorial approach to marketing can also bring new audiences to your digital platforms who are searching for thought-provoking information and insight. This kind of content is more trustworthy than traditional advertising, and it can be a great way to establish yourself as a leader in your industry.
It can be challenging to produce high-quality editorial content on a regular basis, so it is important to develop a plan for delivering this content that is aligned with your marketing goals and KPIs. Performing a content audit and doing research into publishers who can provide you with editorial pieces that you can license will be an important first step in this process.