Research and develop your understanding of the purpose of the editorial policy and
readership, compare and contrast with the editorial market.
“Editorial content is content that is not explicitly aimed at selling something”
Editorial content is effective because it creates a voice for your brand that connects with consumers.
Unlike the traditional language of advertising, aimed at convincing consumers of what they need, editorial content is written from your brand’s unique voice, and it conveys expert information and opinions.
Editorial content is launched from your brand’s identity. And according to Forbes, strengthening this identity through editorial content has a powerful effect on consumers: “Not only does it boost your overall presence, but it creates content to share on social channels and fosters a more personal identity that your consumers can relate to.”
33% of Millennials have made a purchase based on a sponsored post
Editorial may be viewed as more authentic than advertorial content, and in addition, often contains information that the consumer wants or needs.