Editorial, also known as op-ed, is an opinion-based article submitted to a media publication to present a view on a current event or topic. They’re typically written in first person and lean on credible sources to support or disagree with an argument or point of view. An editorial can be critical, supportive, or neutral.
Readers want more than just information; they’re looking for interpretation or analysis as well. That’s why editorial content performs so well online. It provides thought-provoking perspectives on newsworthy topics that can evoke strong emotions, and it helps readers understand complex issues.
How to Write an Editorial
As with all writing, editorials require thoughtful research and a clear structure. Start with an introduction that explains the purpose of your editorial. Use the body of your editorial to describe both sides of the issue, state your opinion, and provide a sound argument that supports your position. Finally, conclude your editorial with a call to action that inspires action or change.
Taking an editorial approach to your content marketing can offer many benefits for your organization. In addition to boosting your credibility, it can improve the buyer’s journey and increase your lead generation. You can develop your own editorial content or license articles from trusted industry sources to deliver valuable insights to your audience. These editorial pieces can be leveraged across your website, social channels, and email newsletters to engage audiences and drive engagement. They can even serve as the subject matter for live events and webinars that help your audiences solve real-life challenges.