An editorial column is a piece that expresses a point of view on a particular subject. It is often a reflection of a newspaper’s opinion or stance on a particular issue and may be normative or persuasive in its goals. It is distinct from a news article, which is objective reporting on current events.
Editorials are usually written in a literary style, meaning that they convey the thought behind the piece through language and logic. They are not meant to be inflammatory, but rather to clarify and enlighten the reader. They also serve to reconcile opposing viewpoints or standpoints.
There are several kinds of editorial pieces, such as op-eds and letters to the editor. The main distinction is that an op-ed is a statement of opinion that opposes the editorial board. A letter to the editor is a form of feedback from the readership and does not have a byline.
Brands are increasingly leveraging editorial content in their marketing strategies to engage with their audience. For example, AdvisorStream used editorial content to create thought-leadership articles on subjects such as the future of work and the importance of cybersecurity. Their strategy helped them to increase their email capture by 260%.