Editorial is a type of article in a newspaper or magazine, usually unsigned, that expresses the publication’s opinion about a particular topic. The editorial is not to be confused with an op-ed (opposite view), which reflects the personal viewpoint of a guest contributor, or a letter to the editor, which is reader feedback and commentary.
A well written editorial is objective, timely and provocative. Its goal is to stimulate thinking, and scientific discourse and it should also be clear and engaging. It must not be polarising, but should leave the reader feeling enlightened or reconciled – the “quinoa effect”.
When writing an editorial it is important to understand your audience. By understanding their pain points and issues you can create content that resonates with them. It is also important to ensure that your editorials align with your brand’s identity and key messages. This will help to build trust with your audience and establish a consistent tone of voice across all your content.