Editorial, also known as a leading article or leader (UK) is an unsigned piece of writing in a newspaper or magazine that expresses the publication’s opinion on a particular topic or issue. Editorial content has been shown to improve reader engagement and increase website traffic. Editorial content is unique in that it does not include a product or service offering but rather aims to educate and inform audiences. It is often a powerful way for businesses to position themselves as experts within their field.
A well-crafted editorial argues an opinion and seeks to persuade the reader to adopt that viewpoint. Often the editorial is based on evidence but unlike the ‘Materials and Methods’ section of a research paper, it is primarily an analysis of that evidence and its implications for an opinion.
The first step in writing a good editorial is thorough knowledge of the subject matter. This may require reading newspapers, scholarly journals and history books to gain an in-depth understanding of the issues and their context. Once you understand the issue, pick a clear thesis statement that you can back up with several main points. Depending on the prescribed word count, you should plan to dedicate a paragraph or two to each of these supporting points.
A good editorial must be interesting, and it must engage the reader from start to finish. Moreover, it must leave an after taste-like the feeling of having had a wholesome meal or wanting another helping of dessert.