Editorial is content that seeks to educate, engage or entertain audiences without promoting a specific product or service. This type of content often includes thought-leadership articles, industry insights, infographics and videos. When used effectively, editorial content can help organizations connect with their audience in a way that feels more authentic than traditional advertising.
While both thought leadership and editorial content play a vital role in the success of your organization’s marketing strategy, it is important to understand their differences. Advertorial and editorial content serve different purposes and are triggered by different responses in your audience. As a result, using one over the other could negatively impact your brand’s reputation and credibility.
In addition to providing valuable information, editorials are a great way to establish your organization as a trusted source of news and current events in your industry. While they can be a challenge to write, well written editorials can foster thoughtful debate and scientific discourse.
Taking an editorial approach to your marketing can also be a cost-effective way to generate leads. In fact, a recent study found that educational content generates more leads than traditional advertising and costs marketers 62% less.
However, it can be challenging for many teams to produce high-quality editorial on an ongoing basis. Licensing editorial content from publishers is an excellent solution that can save your team time and resources. With the right publisher, you can find editorial pieces that have already been vetted by journalists and adhere to stringent editorial standards.