Editorial is a form of content that expresses opinion or perspective on a specific subject. It typically appears in newspapers or magazines, often on the editorial page (also known as op-ed pages).
Using this type of content to educate and engage audiences is increasingly common. It can help businesses boost their credibility and improve their buyer’s journey. In addition, it can drive new traffic to their website and generate brand awareness.
Before you start writing, thoroughly research your topic and understand the context around it. A great place to start is reading newspaper articles and scholarly journals that relate to the subject. It’s also important to find out what other people think about the issue. This will allow you to formulate a viewpoint that is more informed than just your own opinions.
Once you have a clear understanding of the topic, develop a thesis statement and build out your points. Make sure to have several arguments that support your main point. Depending on the prescribed word count, choose at least two to three main points. Having a controversial argument is a good way to catch the attention of readers. However, you should always remember to acknowledge counter-arguments and take them into account.
Once you have your editorial content plan, document it so that all teams can collaborate. Make sure to connect with other departments such as business development or product, as they may have unique insights that can complement your editorial content. By doing this, you can ensure that your strategy is aligned with your overall marketing goals and KPIs.
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