Editorial is a piece of content that shares an opinion on a topic and does not promote or sell a product or service. It can be written by an in-house team of writers or can be licensed from publishers whose articles have been vetted for quality and adhere to strict editorial standards. Incorporating editorial into a content strategy is an excellent way to add value for your customers and drive new leads through search. In fact, 90% of buyers in the business-to-business space report that content plays a significant role in their purchase decision.
The purpose of editorial should be to engage your audience and trigger a response. It can be humorous or satirical in tone or it may be a thought-provoking commentary on an important industry issue. Whatever your editorial pieces look like they should be written in a clear and engaging language. In the journal publishing world, editorials can provide an opportunity to highlight connections between papers that are included in a special issue of a journal or delve into hot topics within the field of study.
Developing editorial content is an excellent way to build authenticity and trust with your audiences. Including editorial in your content marketing strategy can help your organization expand your reach to curious-minded audiences who would not have found you otherwise. It is also an effective tool for driving traffic to your website. To be successful, your organization should plan out a content strategy that includes who you are targeting, the type of content you are looking to develop and how it will feel stylistically.