Editorial content is opinion-driven and often tackles a specific issue that resonates with the audience. It’s a great way for businesses to showcase their experience and expertise within their industry without using the sales-driven approach that is seen in advertorial.
In addition to its value in delivering thought-provoking information, editorial content also adds credibility to a brand and helps build trust. It’s important to note the difference between editorial and advertorial as if a business uses its editorial content strategy to sell its products it can lose customers’ trust.
When it comes to writing editorials, it’s best to keep the tone respectful and avoid using polemic rhetoric. Rather, an editorial should seek to engage the reader through questions and statements that challenge the reader to think. [2]
Many major newspapers have op-ed columnists who write editorial content on a regular basis, while high schools and colleges solicit guest editorials that are similar to letters to the editor. These editorials can be written on a variety of topics including politics, social and cultural issues, hot topics in academic research or recent developments that are relevant to the academic discipline [3].
For example, AdvisorStream created an editorial piece on the mental health crisis in youth that is relevant to their target market and was able to increase lead capture by 260%. The article discusses the importance of providing care and support to young people and provides an opinion on how a business can help.