Editorial is opinion-focused writing that serves to influence or educate readers. It can be found in magazines, newspapers and blogs as well as on company websites and social media channels. Editorial content can be used to provide thought leadership and valuable insights that drive audience engagement, brand awareness and lead generation. However, editorial should be carefully differentiated from commercial (or advertorial) content which seeks to sell products or services.
While there is no one set format for editorial, they often aim to be provocative. They can be like the ‘Results and Discussion’ section following a research paper in that they analyse evidence, but also express an opinion or take a stand. They can highlight connections between papers in an issue of a journal, point to key scientific, policy or political events and offer views and perceptions of an expert. Occasionally journals will choose to publish a Special Issue on a particular topic and an editorial is written for this edition highlighting the theme or themes that link the papers.
Other types of editorial include news interpretation, persuasion, reconciliation between contrary viewpoints or standpoints and praise. There are also critical editorials, which share a critical opinion of a person, institution, policy or work of art. Finally, there are tribute editorials which honour someone or something.