Build Your Audience With Editorial Content

Let me guess. You’re on your phone or computer, you found this blog, you kept reading the next words, and bam! You’re hooked. This is what editorial content does for your websites.

You’re not just passively consuming the content but being a part of the conversation.  The author talks with you, shares their views and unique insights, and listens to yours. That’s the magic of editorial content. And in this blogpost, I will tell you how you could create one with the same, just like this, and how editorial content can improve your website performance and SEO. 

Later, I would give a step-by-step process for our monthly content.

But first, I want to give you more details about our topic.

What is editorial content?

man and woman talking about a book they're reading

In the content world, editorials come in as plain content like blogs post, episodes or any piece that talks about a certain topic. Authors can also share their viewpoints and insights.

This aims to make readers feel like they’re having a conversation with the author rather than being talked at. When a piece of content has a clear voice and viewpoint, it resonates more with readers. That increases your engagement and trust. And when readers feel heard and connected, they’re more likely to trust more on that website. Editorial content displays help your website build trust and form deep connections with your audience. 

Just in case you’re in doubt….

Is editorial content effective for websites?

To keep it short, if you want your readers to trust you, you must show authenticity. 

Just like any news we see on TV, they have their own way of presenting what’s happening daily. People will always choose who has better content and better value.

It is exactly the same for websites. Editorial content is about authenticity and a great way to showcase your brand’s unique personality and voice. It’s not about forcing them, but about weaving a narrative that resonates with your audience. 

After all, consumers are more likely to come back to websites they trust.

Sounds simple, but here’s the question. 

How do you create editorial content?

In this part, I will show you a simple process of how we create each month, as well as how you can have a bank full of unique topics to have for your website. 

First of all (and this is an easy one) you need to start…

1. Brainstorming topics

It’s just you, a big piece of paper (or a digital note), and all the ideas inside your mind. 

Think about your audience’s interests, your personal knowledge and passion, and your blog’s overall content. List broad categories related to your blog’s niche and jot down as many potential post ideas as possible under each. This can be your content mine for the upcoming months.

And after that you should…

2. Select and prepare content

It’s your “best of the best” – the posts representing your blog and its mission. 

They’re the posts you want to rank high on search engine results pages. Pick a few topics from your brainstorming list that you feel could be turned into such posts. These should be more comprehensive and detailed, often exceeding the typical length of your other blog posts. Once selected, start crafting these pieces.

You may also want to…

3. Create an editorial calendar

photo of a yearly planner

Now that you’ve got your topics, it’s time to put them on your calendar. 

This can be as simple as a spreadsheet or tools like Asana or Trello. The key here is to set a date for each post and stick to it. 

Consistency is key for building an audience and for SEO purposes. Here are some types of content we use when creating a calendar:

What are editorial content types?

Now just like meats, beef, seafood, chicken or any type of food

You would also need a menu with a variety of content with the things I talked about in

And here are all types you could start with:

The Opinion Editorial

The author’s voice shines through in these editorials, advocating for a particular viewpoint or course of action. 

Whether they’re tackling climate change, political policies, or social issues, these pieces pack a punch. They engage readers, spark conversations, and even stir up controversy. 

These are not just opinion pieces but a call to arms for readers to understand a perspective and be persuaded by it. 

In a world of self-opinions, opinion editorial offers well-argued, passionate viewpoints that often challenge the status quo.

The Explainer

They don’t take sides, and they don’t push agendas. Instead, they provide clear, in-depth explanations of complex topics or situations. 

From breaking down the nuances of foreign policy to deciphering the implications of new tech innovation, explainers simplify the complex. 

They fill in the gaps left by traditional news reporting and equip readers with the knowledge to form their own opinions. In essence, they organize complexities and foster an informed readership.

The Critique

They observe, analyze, and then comment on the actions and decisions of individuals, corporations, or governments. Their primary goal? Accountability. 

The critique could be focused on a wide range of subjects – a controversial policy, a CEO’s decisions, or even the impact of a new law. These pieces are often sharp, insightful, and unafraid to call out mistakes. 

The Praise

Focusing on the positive, highlighting achievements, progress, and good deeds. 

They could applaud a government’s successful initiative, a company’s innovative approach, or even an individual’s remarkable achievement. These editorials don’t just spread positivity but also inspire readers by showing good stuffs. 

They remind us that progress is being made, that good deeds exist, and that there’s plenty to celebrate in our world.

The Persuasive Piece

Whether it’s advocating for policy changes, pushing for societal reform, or urging readers to adopt a new mindset, these pieces are all about inciting change.

They don’t just present an opinion; they try to sway the reader towards a particular action or decision. They utilize persuasive techniques, compelling narratives, and robust evidence to convince readers to agree and act. You know you’ve encountered a persuasive piece when you are motivated to take action after reading an editorial.

At this, you knew the context, what to include in the calendar, what to write

Finally, it’s time to…

4. Write those editorials

woman sitting on the floor, writing on her notebook with a laptop and phone nearby

This is where the rubber meets the road. Remember, keeping your content scannable and easy to read is important. 

Use short paragraphs and sentences;  simple words always work.  Also, keep the length of your posts consistent; a written post with varying section lengths can seem sloppy.

Now that you have the content, the next step would be…

5. Tagging and categorizing 

Once you’ve written your posts, it’s time to think about your tagging strategy. 

Tags are like your blog’s index – they help readers find the content they’re interested in. Choose 10-20 tags that represent the main topics you want to cover on your blog and stick to them.

Once you finish, then you…

6. Edit, publish, and promote

Publish them according to your editorial calendar, and then promote them. Or even edit them for a bit. Even the most seasoned writers need to rewrite their work. 

Promotion can involve sharing your posts on social media, sending them to your email list, or even guest posting on other blogs to reach a wider audience.

But there are tiny factors on how well it will do; people may find it boring or unique.

It’s a 50-50 chance, and this is something to be aware of and to share with you…

Now here are…

Factors that make for good editorial content 

There’s nothing more satisfying than seeing your engagement perform well because you generated a good content. This is just the best-case scenario.

If you really want to get that goal you will really need to have good taste and be mature enough to what the audience likes.

Here are some of them:

Choosing a provocative topic

 You don’t want to choose something everyone agrees on; where’s the fun in that? 

Instead, you want a topic that’s got multiple perspectives and a bit of controversy to it. It should relate to current issues or events important to your readers. 

The more it matters to them, the more engaging your editorial will be.

Crafting a persuasive argument

You need a thesis statement and a strong argument that you will spend the rest of your piece trying to prove. This is where you can let your personal bias shine. 

Remember, not everyone will agree with you, and that’s okay. 

The point is to present your argument so compellingly that they at least understand where you’re coming from.

Organizing your thoughts

man looking at drawing board full with paper

Once you have your argument, it’s time to organize your thoughts. This is where a solid outline can be your best friend. 

Figure out what you want to say and in what order you want to say it. 

Then, write a first draft to get your main ideas down on paper. 

Don’t worry about getting it perfect the first time around. That’s what the second draft is for: clarifying your arguments and ensuring everything fits together.

Using a clear, simple writing Style

Now, let’s talk about tones for editorials you want to adapt. 

You want to keep your language simple and clear when writing an editorial. Long sentences and fancy words sound impressive but can confuse your readers. 

So, stick to short sentences and clear, straightforward language. Remember, the goal is to communicate your ideas effectively, not to show off your vocabulary.

Here’s the types of tone I learned from reading a lot of articles:

Expository Writing

This is the just-the-facts-ma’am of writing styles. It’s all about informing and explaining but without personal opinions. 

It’s like the best tour guide you’ve ever had – knowledgeable, clear, and to the point. 

Think news articles, manuals, or textbooks. 

While this style might not be the most exciting, it’s the meat and potatoes of the writing world. It’s straightforward, reliable, and gets the job done.

Descriptive Writing

Descriptive writing paints a vivid picture, immersing your readers in a sensory experience. 

The style makes your reader feel the crisp autumn air or taste the tangy sweetness of a fresh apple pie. 

Basically, “Show, don’t tell!” 

So, if you’ve got a flair for the dramatic and love playing with language, this one’s for you.

Narrative Writing

It involves a plot, characters, conflict, and resolution. It’s like that friend who always tells the most engrossing stories at schools.

It’s the style in novels, short stories, and personal essays. 

You can use narrative writing to spice up your editorial content and engage your readers on a new level.

Persuasive Writing

Convincing your reader to see things your way. 

It’s the lawyer of the writing world, making a case and compelling the reader to agree. 

Think speeches, advertisements, and opinion pieces. 

It’s about more than just stating your opinion; it’s about making your readers believe it’s theirs. If you love a good debate and have a knack for influencing others, persuasive writing could be your bread and butter.

Balancing different viewpoints

photo of a scale next to a laptop

Even if you’re arguing for a specific point of view, it’s important to acknowledge the other side. 

This shows your readers that you’ve done your homework and are presenting a well-rounded argument. 

It also gives your editorial a certain level of credibility, which is always a good thing.

What are examples of editorial use?

Here are some websites you may know that feature this kind of content.

The New York Times

They’ve got this thing called “Thought Leadership,” where they share insights about the state of content, journalism, and marketing. 

It’s not just fluff – they share solid knowledge and insights from their experiences. 

With a conversational tone that feels like you’re chatting with a savvy friend, they draw you into the subject matter, making even complex ideas accessible.

Content Harmony

It’s a  content marketing agency with a knack for editorial content. 

They’ve got this blog about content marketing, SEO, and other digital stuff. 

They explain things in a way that makes sense even to digital newbies. 

For example, they’ve got a post on creating editorial guidelines for brands, where they break down the process into simple, digestible steps. 

It’s like getting advice from a trusted guy who knows much about content marketing.


We know who they are, from the latest food trend to political happenings. 

And it’s not just about news; their content is oozing with personality. 

They’re like that friend who always has the most interesting stories at a party and knows how to tell them in a way that gets everyone laughing. 

For instance, their posts about “31 Things That’ll Make You Say, ‘Why Don’t I Own That Already?'” have a playful tone that makes the content more relatable and enjoyable. 


They’re a tech-focused website that knows the latest gadgets and can break down complex tech ideas into bite-sized, understandable chunks. 

They’ve got this great post about writing website content, where they talk about the inverted pyramid model and the importance of active voice. 

It’s a great blend of tech-speak and everyday lingo, making tech topics less intimidating.


There you have it.

The point is here is to create a space for meaningful conversations.

You’re not just presenting facts but inviting readers into a conversation. You’re connecting, engaging, and building trust. And if you’re a brand, you’re weaving a narrative that resonates with your audience and showcases your unique personality. 

Your only goal for this is to create genuine connections. 

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