OpinionPOSTED November 12, 2014

The value of editorial content

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Content is King?

Content is king…Really?

I know. I work in content, build content and proselytize about the power of content. It’s content all the time, but enough already.

I beg for mercy. I really do.

Can’t we just start caring a little more…really looking at content for what it is and treating it with a little respect?

We throw it about and take it for granted to such an extent that it’s lost its way…its meaning. It’s time we put some significance back into content. Give it a new lease on life.

I coach in my media and communication training seminars that your biggest enemy is to be generic and your best ally is to be specific.

And the most compelling content is always very specific.

Specific to my needs, interests, fears, sense of humour etc. It’s story in the truest sense and I’d argue that it has strong editorial legs where a specific point of view is unambiguously presented.

It’s not a tag line, a commercial or a regurgitated five step program to a better you.

Instead, it’s new, fresh, provocative, heartwarming or informative, giving me something meaningful that I’ll actually retain and feel motivated to share.

When was the last time you heard an author, musician, film maker or satirist speak eloquently about their body of content? You haven’t, because that would be absurdly generic.

So, in my world of communications and marketing I propose that “editorial is king.”

In its simplest and conventional form (according to the Oxford Dictionary) editorial is the part of a newspaper, magazine or broadcast which contains news, information, or comment as opposed to advertising.

We should also include blogs, online videos and social media commentary into the mix.

But in essence, good, valuable content has some form of editorial integrity that moves me and moves well beyond the promotional.

So, let’s put some rigour back into the notion of content and define it according to its quality, style and genre.

Kenneth Evans is a corporate reputation strategist and communications training specialist at APEX Public Relations. Follow him on Twitter @kenmevans.