A thought-leadership piece or editorial is a well-researched opinion article on a topic of interest to your audiences. This type of content typically does not incorporate a product pitch and can be distributed across your website, social media channels or in email newsletters. It can also be used as the subject matter for a webinar or live event that is designed to educate and engage your audience.
Generally, editorial writing is not meant to be adversarial, but it can be, when necessary. It attempts to formulate viewpoints based on objective analysis of happenings, along with conflicting or contrar opinions. It is similar to the ‘Results and Discussion’ section of a research paper, but broader in scope (with the exception that it carries the additional burden of expressing an opinion).
Choosing the right editorial topic for your organization can be challenging, especially since you want to strike a chord with readers. It should be timely and relevant, yet not trite or overdone. It must present a fresh perspective that is provocative without being inflammatory; it should stir the crotchety, but not the crusty; and above all else, it must be contemporary without being populist.
The starting point for an editorial is a rich question or quote, and then the body of the writing should explain the issue in an objective, unbiased way. It should cover all the important points: who, what, when, where and why, as well as provide facts or quotations to support your position.
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