Five reasons to include editorial content on your website
Today I’m explaining why an editorial page or section on your website is a great way to build your audience. Call it a blog, a journal or a corporate magazine: editorial content is different from company news and facts, and it’s different from your library of case studies.
Your editorial page (or section) is where you can explore thought leadership content, bring in other voices, and highlight your knowledge, expertise and company ethos in a non-commercial, engaging way. Although not overtly marketing focused, editorial pages can be a highly effective part of your marketing plan.
In short, editorial content is an opportunity to really convey your brand’s values and tap into the issues your audience really cares about.
So, why bother?
Reap the rewards of thought leadership
I’ve previously outlined reasons for building your reputation as a thought leader. Being seen as a trusted source for inspiration and solutions will draw positive attention and position you as a go-to brand in the eyes of specifiers.
As design professionals start to see you as more than a supplier, you’ll forge dynamic and lasting relationships that amplify your reach in the market.
Better search engine optimisation (SEO)
Editorial pages give you space to write about issues that are relevant to your products and tap into hot topics. By focusing on different subjects, you can introduce a range of terms and keywords that can help your website perform better in search engine results.
Publishing regular editorial (e.g. in the form of blogs) ensures your overall web content feels fresh. This is also beneficial for SEO and gives those who know your brand reasons to revisit your site and discover what’s new.
Valuable networking
Editorial pages are the perfect place to feature architects, interior designers and other professionals.
Ask them to share their views on your products, or to comment on the latest design trends; interview them about their creative approach or latest project. This is a win-win: you’ll link your brand to some great names while building strong relationships with your contacts.
Ready-made social media content
Social media provides endless possibilities for creating buzz around your brand but, when you’re stuck for words, it can feel like a burden. There are only so many times you can post ‘Happy Friday, everyone!’ on Instagram, after all.
The good news is that every piece of compelling website content is material for your social media too. It’s much easier to write an engaging post when you’re driving your audience to exciting and original content.
The PR ripple effect
There’s another benefit to including editorial on your site – this is linked to the previous two points. Including additional voices and experts in your brand content helps you amplify your reach on social media. Any specifiers you interview or mention are very likely to share your content with their own audiences. When others do this, they become champions of your content (and therefore your brand). It’s not called social media for nothing!
Creating editorial content makes a lot of sense and, with some planning, does not need to lead to task overload. The secret is to keep it simple and stay true to your brand values. Keep reading our journals for more ideas on how you can create content that furthers the reach of your brand.