Editorial is a type of opinion piece that shares a viewpoint or commentary about a news story, topic or issue. Often, editorial pieces speak to timely topics that may affect the reader.
When it comes to content marketing, editorial is a critical part of an organization’s strategy. It can be used to build credibility and deliver value to audiences, driving them further down the sales funnel. However, it’s important to differentiate editorial from more traditional content marketing that uses sales material.
In journalism, editorials express the opinion of a newspaper or magazine. There are different types of editorials, including opinion pieces, letters to the editor and op-eds. Op-eds, or op-ed pieces, are typically written by members of the community, rather than journalists with the publication, and may be published in response to an article or news item that the publication has previously put out. Letters to the editor, or letters to the paper, are typically short and often express a view about a recent event or news item. Tributary or celebratory editorials are articles that pay tribute to people or things and may be a way for a publication to recognize their achievements.
To write an effective editorial, clearly state your opinion in the introduction. Then, describe both sides of the story and provide believable evidence to support your viewpoint. Make sure to include a call to action that entices your audience to take immediate action. Additionally, use your editorial to engage audiences on your blog or website and in email newsletters to drive leads and conversions.