Editorial is a piece of content that serves to educate and inform audiences without promoting any particular products or services. It is an essential part of a well-rounded content marketing strategy and can be used to help businesses build trust with their target audience. In addition, editorial can be used to generate leads by positioning a business as an expert in their industry.
There are different types of editorial, including thought-leadership pieces that attempt to identify and address specific problems a client may be facing. Often, these pieces are more educational than commercial and may include an objective viewpoint or perspective on the topic being discussed. Entertainment editorials can also be used to engage audiences and are light in nature, often utilizing humor or a satirical approach.
It can be difficult for many organizations to produce editorial consistently in-house, especially if they have a smaller team. However, a common solution is to license editorial pieces from publishers that already adhere to strict standards. This saves time and resources while providing the highest quality of editorial for your strategy.
Creating a strong editorial strategy is important to long-term success, so it’s helpful to document your goals, the type of content you are looking for and how it will be distributed. This will give teams clarity and set them up for long-term success. It’s also important to reach out across departments for ideas that can be incorporated into your editorial, as they may have valuable insight into the unique challenges your clients face.
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