How to leverage high-quality editorial content to elevate ROI and reach your business goals
Did you know that most high-calibre content marketers have an editorial background? That means they cut their writing teeth at newspapers and magazines where they gained the experience and skills needed to identify stories that matter to their readers, provide the facts in a balanced, well-researched and honest way and write high-quality, beautifully edited and highly readable content that can’t help but engage audiences.
Written content is making a comeback
At a time when short-form content, such as videos, is seriously dropping in popularity (it’s too expensive, time-consuming and overwhelming to actually create), long-form written content is making a BIG comeback. In fact, Convertkit’s State of the Creator Economy Report 2024 shows that of a survey of 1,000 content creators, a whopping 58% wrote emails or newsletters, more than half (51%) wrote articles blog posts or books and a comparatively piddly 23% made short-form videos (buh-bye, TikTok).
All this points to signs that if you want to connect, inspire and educate your audience to build that all-important trust before you start selling to them and to gain their loyalty as long-term happy customers HIGH-QUALITY WRITTEN CONTENT IS WHERE IT’S AT.
Here, we break down the huge value of leveraging high-quality editorial content to achieve your business goals.
Why investing in editorial content is good for ROI
Investing in high-quality editorial content is a strategic long-term play that ultimately offers a better ROI than focusing solely on selling products. Anna Giles, head of digital content at leading Shopify agency Swanky, explains: “Rather than pouring money into paid ads for instant results, investing in editorial blogs and emails means committing to creating engaging, valuable content that resonates with your audience. This approach not only attracts readers who appreciate insightful, ‘non-salesy’ information but also builds lasting organic traffic over time.”
She adds that high-quality editorial content establishes your brand as a trusted authority, fostering a deeper connection with your audience. Search engines like Google tend to favour content that provides genuine value, enhancing your visibility and reach.
“In the end, readers are more likely to be turned off by overtly sales-focused content; they prefer to learn why a product is beneficial without feeling pressured to buy. By focusing on informative, engaging editorial content, you set your brand up for sustained growth and long-term success,” says Giles.
What is editorial content?
Almost all successful, modern digital marketing agencies use sales and editorial forms of content to their advantage. But what is editorial content?
Editorial content is designed to educate readers on specific topics or issues, offering valuable insights and knowledge. Crafted by brands and organisations, this type of content aims to inform, engage, and entertain audiences, setting itself apart from traditional marketing with its non-promotional approach. Through high-quality, thoughtful editorial pieces, brands can build trust and foster a deeper connection with their audience.
As a brand, you’re constantly on a quest to raise awareness of your product or service, connect deeply with potential customers and clients, showcase your expertise and authority and exude that special je ne sais quoi that sets you apart from the rest.
But there’s a problem. The digital marketing landscape is awash with content. Simply drowning in it. So yours has to stand out. And there’s no point churning out content for content’s sake. It’s got to actually mean something. You can’t constantly bombard people with sales content, either. It’s overwhelming and they’ll start to think you only see them as cash cows or numbers, rather than people you can genuinely help.
So, to make the most of your business strategy, you need to be able to differentiate between:
Traditional advertising content
This is ‘advertorial’ content and sales copy, which absolutely has its place and is a key part of your content marketing strategy. Traditional advertising content often includes calls to action or product mentions, promoting an organisation’s offerings.
Editorial content
This is the ‘special sauce’ that puts you head and shoulders above your competitors. Editorial content engages audiences and establishes brand credibility, drawing people in. As trust builds, these engaged audiences are more likely to respond to promotional content later on.
What are the different types of editorial content?
How do we love thee, editorial content? Let us count the ways! Here’s a list of the many different types of editorial content you can use to show off your brilliant brand:
Interpretation editorial — News-led pieces providing factual information on an important current event or issue affecting your industry and explaining its significance via the lens of your brand or business.
Opinion editorial — A news event through the eyes of a writer, which could be written from the perspective of a director or CEO, expressing an opinion, influencing or challenging the reader or posing solutions to a problem.
Entertainment editorial — These are typically long-form articles, such as listicles, interviews and reviews, which are light, popular and cover a variety of lifestyle topics.
What is the point of editorial content?
The goal of editorial content is to inform and educate your audience without any ulterior motives or attempts to sell products or services. It enhances your content marketing strategy by delivering valuable insights and information. A prime example is thought-leadership articles, which address specific issues your customers face without incorporating a product pitch, offering genuine value and fostering trust.
What is an editorial approach to marketing?
This means you should stop focusing solely on promoting products and instead create a content strategy that educates and inspires.
While traditional advertising has its place, thought leadership content and valuable insights are proven to drive leads and conversions. A study by Edelman and LinkedIn found that 54% of decision-makers purchased from previously unknown companies after engaging with thought leadership content. Additionally, 53% increased their business with companies that produced the thought leadership they engaged with.
Traditional content marketing and editorial content both aim to solve clients’ problems, but they play distinct roles. Both types are essential for a comprehensive content strategy, serving different stages of the customer journey.
How does editorial content fit into your content marketing strategy?
In modern marketing, editorial content isn’t about selling products or services. Instead, it provides value through thought-leadership articles, profiles, opinion pieces, interviews, white papers, essays and more. This content can be created in-house or commissioned from freelance journalists and content marketers (like us! Find out how we earned our writing chops here).
A compelling editorial should offer a fresh perspective and present a well-supported opinion. It goes beyond mere analysis, blending insight with evidence to engage readers. This approach allows your business to deliver actionable, relevant content that resonates with your audience, fostering trust and deeper connections.
An editorial content strategy involves creating a plan of action for producing and distributing editorial content. This strategy is often part of a larger content marketing strategy, including sales material and other promotional items. The editorial portion of this strategy focuses exclusively on content designed to educate and engage audiences.
How can my business use editorial content?
You can get oh-so-creative and make a real impact with editorial content. By educating your audience and demonstrating expertise, you can position yourself as a knowledgeable leader in your field.
Sharing insights and solutions through editorial content allows you to showcase your knowledge, experience, and authority – all without a direct sales pitch. We’d go so far as to say that if you’re not dedicating time to create content that explores aspects of your industry, you’re missing a vital opportunity to connect and engage with your audience.
In today’s content-saturated digital landscape, standing out is crucial.
High-quality editorial content does just that by providing real value and building trust before any sales pitch is made. This approach transforms casual readers into loyal customers, driving long-term success and growth for your brand. Embrace the power of editorial content to connect, inspire, and educate your audience, setting your brand up for enduring success. Click the button below to book a call and find out how we can support you.