Editorial is a type of article that expresses the author’s opinion on a given topic or subject matter. It may be a political opinion, social commentary or other opinion piece that addresses a current issue. Regardless of the style, editorial articles should be well researched and provide a compelling argument for their views. They should also provide context and analysis to allow readers to understand the issues and trends being discussed.
In addition, editorial should be free from bias and should not promote any particular viewpoint or agenda. This allows it to engage audiences and build trust with readers. While adverts have a limited shelf life, editorial content can resonate with audiences for years to come through syndication, archival libraries and social media shares.
As part of a holistic content marketing strategy, editorial is an excellent way to captivate and connect with a discerning audience. By delving into the complexities of an issue, editorial can position brands as thought leaders in their niche and attract a loyal following of like-minded consumers.
Creating an editorial strategy that aligns with other marketing initiatives and aims to reach your KPIs requires careful planning. This process includes determining what types of content will be created, who the target audience is and how it will be measured. Once these details are established, your team can get to work developing editorial that will add value and position the brand as an industry expert. As with any content marketing project, budgeting is an essential element that allows businesses to allocate resources effectively and ensures a return on investment.