Editorial Content Guide for Brands | Brafton

Let’s be real — no one wakes up hoping to be sold to. While this pretty much happens all day every day, sometimes subtly does wonders. People crave stories, insights and useful information, not just ads. While ads are critical for brands, copy that’s simply meant to engage rather than convert is also vital. 

That’s where editorial content comes in. While this style of content has several uses, its main goals are to entertain, engage and inform. It can scratch that particular itch for your audience and bolster your other content marketing efforts. 

Let’s dive into how to use editorial content to improve engagement.

Why Should Brands Create Editorial Content? 

Editorial content is copy that isn’t aimed at selling something to an audience. Think blogs, podcasts, email newsletters, press releases and social media posts that are informative, entertaining and educational. These can be deep dives into a specific topic, how-to guides on certain processes or any other story-driven content type. 

But why is editorial content important for brands? There are several reasons, including: 

Building Trust

Editorial content lets you show off your expertise without shouting, “Buy this now!” Instead, you can answer questions and solve problems, helping people and building trust. By providing personable and valuable content that’s relevant to your target audience, you can put yourself in the position of an industry thought leader. 

Ultimately, people are emotional beings — we gravitate toward heartfelt narratives and touching anecdotes. In fact, Gallup found that 70% of people’s decisions are based on emotions, while 30% are made with rational thinking. By creating an emotional connection with people, you build trust, which boosts loyalty and retention. 

Keeping Your Brand Top of Mind

Ever notice how some brands just stick in your head? That’s the magic of consistent, valuable content. When you create blog posts, newsletters and articles that actually help people, they remember you when it’s time to make a purchase. This isn’t because those companies constantly used hard-hitting sales tactics (while that might be part of it). Rather, successful companies become synonymous with their product or service, becoming the obvious choice with potential customers. 

Think about a running shoe company for a minute. This brand publishes helpful blogs on keeping shoes in the best shape and posts podcast episodes sharing stories from runners who wear the shoes. By regularly engaging with people, it becomes a part of their routine, ensuring it’s the first place people turn when getting new running shoes.

Making You the Go-To Expert

Consider the brands you respect. They probably don’t just sell things — they share insights, trends and knowledge. They might break down complex topics in easy-to-digest ways, provide expert interviews or publish research-backed reports. You’re likely able to reference their content for your own needs, and they always seem to be ahead of the curve when industry changes arise.

By consistently delivering high-value editorial content, your brand can position itself as the trusted source in your niche. Whether you’re sharing predictions about upcoming trends, offering in-depth guides or creating compelling case studies, your editorial content can set you apart as a true authority. The more your audience sees you as an industry leader, the more likely they are to turn to you when they need advice, solutions or services related to your field. 

Boosting SEO

Google and other search engines love fresh, high-quality content. The more you publish relevant, well-written pieces, the better your chances of ranking higher in search results. But SEO isn’t about keyword stuffing — rather, offering real value to readers. Content that answers commonly asked questions, addresses pain points and provides unique details naturally attracts people to your site. 

Another major advantage? Unlike paid ads, evergreen content will continuously generate leads and organic traffic long into the future. A well-optimized blog article can remain discoverable, leading to better brand awareness with little to no ongoing effort. Additionally, editorial content opens doors for link-building opportunities. Other websites are more likely to link back to valuable resources, increasing your domain authority and improving overall SEO content performance.

Where Does Editorial Content Land in the Mix of Copy Types?

There are a lot of different content types out there, and it can be hard to keep track of them all. However, knowing how to use each copy style to maximize your online content strategy is the key to unlocking endless growth opportunities. 

Think of your content marketing strategy as a large puzzle, and the types of content as some of the pieces. Each puzzle piece has a unique place and purpose that will help make the bigger picture come into view. Without using each of these pieces, you’ll be left with little holes. While you might still be able to squint your eyes and tell what the image is, it will always be incomplete. 

That’s why it’s critical to understand how the various copy types work together on your content calendar. Here are some of the most common styles to note: 

Editorial Content

Editorial content is journalistic-style content that provides valuable information, insights or storytelling without directly promoting a product or service. When thinking about the customer journey, this content is most critical in the awareness stage. This first stage is all about making people aware of your company and its offerings in a way that keeps them coming back for more. 

Example: A blog post titled “The Future of Sustainable Fashion: How Brands Are Making a Difference” explores industry trends, expert opinions and environmental impact without directly selling a product.

Advertorial Content

An advertorial is a hybrid between an ad and an editorial piece. It looks like a traditional article but subtly promotes a brand, product or service. Advertising content also lives in the first awareness stage, providing key pieces of introductory information while being slightly more sales-driven. 

Example: A magazine article titled “5 Ways to Keep Your Skin Hydrated This Winter” discusses general skincare tips but includes mentions of a specific moisturizer from a sponsoring brand. Take this Curel post for example: They plug their product without being overly salesy. 

Sponsored Content

Sponsored content is paid-for content that appears in a third-party publication (like a media site, influencer platform or social channel). The second stage of the customer journey, the consideration phase, is where a lot of brands use sponsored content. It’s a way to point people toward your brand from other reputable sources, driving up your credibility.

Example: A YouTube video where a lifestyle influencer packs for a trip with products that they got from one particular clothing brand. They disclose that this is a paid partnership, like this Greta Wilson video, where she partnered with Princess Polly.

Branded Content

Also in the consideration phase is branded content. This is content that a brand creates to tell a compelling story — often through video, articles or interactive media — without being overly promotional. 

Example: A short documentary produced by a coffee company follows the journey of coffee beans from farm to cup, focusing on fair trade practices and sustainability without directly pushing sales.

Commercial Content

Commercial content is straightforward promotional material designed to sell. This is largely used in the third and final decision-making stage. Think of this content type as the closer — the content that’s going to ensure the reader takes a specific action. Because commercial content focuses on conversions, it uses persuasive language, clear CTAs and benefits-focused copy. 

Example: A social media post showing off all the latest spring fashions dropping soon, including a prominent “Shop Now” CTA. Take this Target Instagram post, for instance.

How Do You Know Your Editorial Strategy Works?

To use editorial content is one thing, but to know it’s actually working is entirely another. While having some form of editorial content strategy is better than having none at all, it’s helpful to know if your efforts are generating the type of reactions you’re hoping for. 

Here are the top KPIs to follow to track how your editorial strategy performs: 

• Website traffic and engagement: Editorial content should drive visitors to your website and keep them engaged. 
• Search engine rankings and SEO performance: If your editorial content is ranking well in Google search results, it’s likely bringing in organic traffic.
• Lead generation and conversions: Editorial content should guide readers toward action (even if it’s not salesy). 
• Audience engagement and social shares: Great editorial content gets people talking and sharing. 
• Brand authority and thought leadership: Editorial content helps position your brand as an industry expert. 

At the end of the day, editorial content isn’t just filler — it’s a powerful tool for trust-building and long-term brand growth. With the right mix of online content types, you’ll be on your way to driving engagement with your audience, without a constant hard sell.