Editorial is a form of journalism that expresses an opinion and typically speaks to current issues. It has traditionally been a lighter tone than standard news articles, but it has grown to become a key part of the modern news media.
Editorial content is meant to inform and inspire a reader. It can take a variety of forms, such as a column in a newspaper or magazine, public statement, newsletter, or blog post. A well-written editorial can capture the interest of your audience and help you connect with them in a more genuine, less promotional way.
In academic journals, editorials often provide the perspective and views of an editor on a particular topic or event within their discipline. They may also highlight connections between the papers that have been published in a given issue of the journal. Alternatively, an editorial may be written as an introduction to a Special Issue that focuses on a specific topic.
The value of editorial content is growing in the context of marketing, where it is used to engage and educate audiences. Thought leadership pieces and valuable insights have been shown to drive traffic and leads for businesses. In addition to leveraging in-house editorial, marketers can also license editorial content from publishers they trust to align with their overall strategy and to meet the needs of their target audiences.