Editorial is content that informs and educates without promoting a specific product or service. It can be a valuable asset to your content strategy because it positions your company as a thought leader, establishes credibility and boosts the buyer’s journey by providing valuable information.
There are many different kinds of editorials, and the one you choose to use depends on your goals and audience. For example, entertainment editorials are often light in nature and cover topics like pop culture, fashion or television. They can also feature articles focused on celebrity news, book releases or movie reviews. Critique editorials are usually opinion-focused, and they aim to influence the reader or inspire solutions to a problem. Tribute editorials are often focused on praise and recognition for someone or something.
Regardless of the type of editorial you select, it is important to have clear and defined procedures in place so your team can create high-quality content that aligns with your overall marketing strategy. This includes creating standard operating procedures (SOPs) and workflows that guide content professionals through the process of producing a blog, social media post or other type of editorial. It is also a good idea to establish a set of guidelines for editorial pieces, including the format, tone and subject matter.
Once you have determined the types of editorials your organization will produce, you can start identifying gaps in your content library by performing a content audit and doing research into publishers that may be able to license the editorial pieces you need. This will help you to grow your editorial content and gain access to new audiences that might not have found your site otherwise.