Editorial is non-promotional content that can help brands and organizations inform and engage audiences. It plays an important role in a content marketing strategy and can include thought leadership articles, profiles and opinion pieces. It is important to note that editorial differs from advertorial and should not be used interchangeably. While both have a role in a comprehensive digital content strategy, editorial is designed to provide value and educate, while advertorial aims to sell products or services.
Whether written by in-house teams or licensed from publications with well established reputations, editorial is critical to the success of most content marketing programs. To get the most out of an editorial campaign, it’s essential to understand your audience and determine what topics will engage them. The goal should be to drive awareness, educate and generate leads. Having a plan in place can help establish clear KPIs and set your team up for success.
Many media publications utilize editorial to express their own opinions on various issues and events. The Washington Post has more than 80 opinion columnists that write on a variety of subjects, from politics to culture. Other forms of editorial include commentary, which takes an existing news event and presents a unique point of view, and interpretation editorials, which take the news and attempt to explain its significance.
A well-planned editorial campaign can provide valuable insight to your audience and build brand trust. When executed well, it can increase engagement across your digital channels and lead to new business opportunities.
