Editorial is non-promotional content that educates and engages audiences. It’s a critical part of an educational content strategy and has been shown to increase brand awareness, attract new leads and improve customer retention. It can be created by in-house writing or marketing teams, thought leaders within your organization or licensed from reputable publishers. When creating editorial pieces, it’s important to consider who your target audience is and how you want the piece to feel stylistically.
A good editorial should have one clear opinion on the topic, backed by sound arguments and believable evidence. It’s also important to avoid being too polarizing or controversial, as this will turn readers away. Instead, aim to engage the audience and stimulate scientific discourse.
There are four types of editorial: interpretation, criticism, tribute and opinion. Interpretation editorials take current events and explain their significance, while critical editorials explore the significance of an issue from the writer’s perspective. A tribute editorial is an ode to a person or event and can be either positive or negative in tone. An opinion editorial is a personal view on a subject or topic with the goal of influencing others.
Editorials can be used across multiple channels and are a great addition to your educational content strategy. They can be featured on your website and social media and can be incorporated into emails to drive engagement. They can also serve as the topic for live or virtual events to provide valuable insights and help your audiences solve industry problems.
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