Editorial is a piece of content that educates, engages or informs an audience without promoting a specific product. Including editorial in your content marketing strategy offers a number of benefits for your organization, such as building credibility and improving the buyer’s journey.
Traditionally, an editorial in a scientific journal would provide the editor’s perspective on a collection of papers (either by themselves or as part of a Special Issue), perhaps linking them to current key scientific, policy or political events or discussions. Editorials may also highlight a particular topic of interest and offer the views and perceptions of experts on that subject.
Entertainment editorials, on the other hand, aim to entertain with humor or satire. They take lighter topics and use this approach to connect with audiences on a more relatable level.
While a good editorial may be opinionated, it must always be balanced in its analysis of evidence and current events. It must reconcile contrary viewpoints and standpoints, whether amongst politicians (in news papers) or between scientists (in academic journals). It must be contemporary without being populist, and it must stir the crotchety and crusty of the profession when necessary, while not forgetting that thought should always prevail over language.
Adding editorial to your content marketing strategy is an excellent way to build trust with your audience and drive traffic. By delivering valuable insights, you will gain the attention of your audience and show them that you are an expert in your field.