Editorial is content that seeks to inform and educate without promoting a specific product or service. Taking an editorial approach to your marketing can have significant benefits including building brand credibility, improving the buyer’s journey and driving business growth and sales. Using thought leadership articles, for example, has been shown to drive leads and engagement.
Editorials have a lighter tone than standard news articles and are often the only part of a publication where the editor’s opinion is shared. They speak to timely issues that are important to the readers and can be in the form of commentary or a series of letters to the editor.
In journalism, there are four main types of editorial: interpretation, criticism, appreciation and informative. Interpretation editorials provide an overview of the current state of a topic and highlight the importance of the issue. Criticism editorials share the author’s opinion of a news event and strive to influence and inspire action. Appreciative editorials recognize the accomplishments of someone or something in a positive way.
Writing an editorial can be challenging. To keep your audience’s attention, a well-crafted editorial should be short in length and focused on a single clear point with one slightly challenging or controversial argument. It is also important to use your personal voice in an editorial. Tell a story about yourself or your experience to give the reader a sense of who you are and why they should care about what you have to say.
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