Editorial refers to content whose primary purpose is to inform, engage or entertain audiences. This differs from more traditional marketing, which often incorporates a call to action or product pitch. Taking an editorial approach to marketing has been shown to increase engagement and lead capture. This type of content can be produced in-house or licensed from a publisher to add value to your audience.
Taking an Editorial Approach to Marketing
Thought-leadership pieces and other editorial content are a great way to attract new audiences without the use of a product pitch. By focusing on engaging and informative content, brands can establish themselves as knowledgeable entities within their industry and help audiences solve problems that they are facing.
When creating an editorial, it is important to take a firm stance on your topic and provide plenty of evidence to back up your argument. This will encourage readers to think critically about the topic and be more likely to share it on social media or elsewhere. Additionally, addressing counterarguments or making an attempt to persuade readers who may disagree is a good idea.
Creating an editorial strategy that aligns with your marketing goals is critical for long-term success. This can include identifying the type of editorial your organization wants to produce and how it will be distributed. Additionally, utilizing a content audit and partnering with publishers that have editorial content you are missing can be a great way to supplement your own original work.