Editorial content is the non-promotional content that adds value to a specific audience and can include thought-leadership articles, profiles, opinion pieces and informative videos. It is a crucial element of a well-balanced content marketing strategy and can be developed in-house by your writing and marketing teams or licensed directly from publishers whose articles have been vetted and adhere to strict editorial standards.
A good editorial will be clear in its point of view, and a compelling argument with a goal of persuading or raising awareness around a specific issue or topic. It should lean on credible sources and offer a balanced viewpoint that reconciles apparently conflicting positions. Typically, editorials are written in first person and take on the voice of the author.
In the case of a journal, an editorial can provide context to the reader about how the various papers in an issue connect to each other. They also can highlight key scientific or policy developments in the field and offer the perspective of the editor of the journal.
Many companies are leveraging editorial pieces in their content marketing strategies to engage audiences and build brand trust. They can be included on your website or in a blog post and are frequently leveraged for social media posts, email newsletters and even as the subject matter of live events that can educate your audience about a particular topic or problem.