Editorial column is an opinion piece in a publication that reflects the views of the editor on a particular topic. It is generally written in a literary style that makes one feel enlightened and charged to do something worthwhile or feel reconciled from a knotty or vexing thought process. It should also leave a desire for more editorials by the same author, just as one craves the favourite dessert after a meal.
It is important that marketers use editorial content to educate their customers, rather than sell products. The type of editorial content that works best for this is thought leadership, which seeks to address a customer pain point without including any product pitches. It’s also important for marketers to ensure that they’re able to create and curate the right kind of editorial content on a consistent basis. This may mean hiring team members with strong editing skills or partnering with publishers to license editorial pieces that can help fill gaps in their content marketing strategies.
An editorial, or opinion article (UK) or leader is an unsigned article that represents a publication’s official position on an issue. It is typically a response to an event or is a call to action, and it is often backed by research. Editorials usually reflect the views and opinions of the publication’s editorial board, but they can also be the voice of a single writer, and it does not carry a byline. Editorials are primarily about balance, but that doesn’t exclude a good dose of crusading zeal.