Editorial is a term in journalism that refers to opinion pieces intended to persuade. These opinion pieces speak to timely issues and seek to inform and educate audiences. They also take a lighter tone than standard news articles. For example, the editorial page in a newspaper may feature a column from several different writers who share their opinions on current events.
Marketers that use an editorial approach to their content marketing programs are focused on creating thought leadership, valuable insights and other content types that will help drive leads and increase brand awareness. Taking an editorial approach allows businesses to engage their audiences in ways that feel more authentic than the often stale and overtly sales-driven approaches of commercial or advertorial content.
Creating an editorial content strategy starts with finding the right team to craft and deliver these types of assets. Once the right team is in place, it’s important to document your strategy and set clear goals for editorial content creation and distribution. This will help ensure that teams are working together to accomplish the same objectives, which in turn can lead to long-term success.
Developing an editorial strategy for your business can include developing internal content or licensing third-party pieces that are both engaging and trustworthy. As a result, they can be leveraged as blog content on your website, in your social media channels and even in email newsletters to drive engagement and generate leads.