The world doesn’t need more, it needs better.

Any brand can create content, and lots of it. But how do you shift your mindset from the content craze of the past several years to a state of editorial thinking, the kind of thinking that builds your brand for longevity rather than mere awareness or engagement?

Because at the end of the day, what is empty content created to fill a campaign slot versus purposeful thought leadership? A counterproductive use of energy, resources, and good opportunities.

Content marketing

  • Calendar-bound
  • Sales-driven
  • Disconnected
  • Architected for short-term wins
V

Editorial marketing

  • Created to educate
  • Unique perspective
  • Coherent and, therefore, scalable
  • Durable
S

What are the principles of editorial marketing?

Approach

all comms with an editorial mindset driven by what you want to be known for.

Align

disconnected communication and eliminate unnecessary spending.

Accelerate

the influence of your thought leaders from across various functions and roles.

Harmonize

those voices into a coherent, yet flexible process that bolsters your brand narrative.

What about the benefits?

Positioning

Claim and maintain your brand’s unique POV.

Promotion

Raise the profile and following of your experts.

Talent

Attract potential by showing how you think.

Growth

Cultivate brand awareness and relevance.

Acquisition

Always on, with data collected and owned by you.

Ready to think editorial?

For you
For your team
For your brand

Brand leadership starts with thought leadership.

To maintain the reputation and personality of a brand, you need a safeguard to constantly remind you that communications is not about quantity, it’s about quality. And editorial marketing is that safeguard. It allows you to take the insights of traditional publishers and reimagine them as an agile (yet consistent), breathing (yet stable) content ecosystem designed to withstand the tech of time.

It offers a practical approach to bridging the gap between quantitative measurement and authentic personality, effectively helping you rethink your approach to content marketing, brand voice, public relations, customer engagement, and everything in between.

0%

of decision-makers say good thought leadership makes them willing to pay a premium to work with that organization.**

Higher quality thought leadership generates:

Producers of high-quality thought leadership
Producers of low-quality thought leadership
Significant gap

Greater brand impact*

17pt
18pt
13pt
18pt

Increased brand recognition

Increased brand reputation

Broadens perception of capabilities

Builds brand trust

Enhanced sales impact*

9pt
11pt
15pt
15pt

Generates RFPs

Wins business

Enables cross-selling

Makes it easier to get the next sale

Applying an editorial marketing mindset teaches you to:

1

Better define your brand narrative.

2

Drill this down into a list of content pillars, topics, propositions, and capabilities.

3

Map your existing content to see what you can use, repurpose, and repackage.

4

Identify where your content will come from, and who the thought leaders are that will create it.

5

Develop premium, educational content.

6

Create a coherent, flexible content ecosystem that flows across a range of media and, subsequently, an editorial calendar.

7

Define the channel strategy for publishing and promoting your content—paid and organic—beyond just your website and social media channels.

8

Understand what your brand’s verbal identity is and how to train your teams to adhere to it for the long run.

If content is king, then editorial marketing is queen.

Real results for our clients

+0%

website traffic in 6 months

+0%

online conversions in 3 months

>0%

average LinkedIn engagement rate

>150

quality content pieces created per year

4-35x

the conversion benchmark for social ads

>400

live event attendees

+54%

external PDF downloads

7000

books shipped (business development)

~100

quality leads per month

2x

the media placements

Real results for our clients

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