December 2, 2022
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The written word is one of the oldest forms of communication, but in an age of connectivity which has heralded the rise of short form content, where is its place in today’s digital media landscape?
A subject as contentious as it is popular, Pace Six Four sat down with Senior Editors Chris Soulsby and George Wilson, and PR & Communications Executive, Jennifer P., to hear their perspectives.
Over the course of several conversations, it quickly became clear that, from SEO to traditional communications, expert execution of editorial can have a significant impact on a reader’s relationship with a written piece.
Together, the trio share their thoughts on the enduring relevance of their discipline, its role in digital media, and the challenges it might face in the coming years.
“Across digital media, especially with the rise of video platforms like TikTok, it's clear to see the rapid rise in popularity of short form content, and I do think this has had an impact on editorial. From my perspective, written content will always have an audience, but the biggest change I’ve seen is not in what I write, but how it is shared, promoted, and amplified on social platforms.
“Because of the popularity of short-form video at the moment, a lot of social platforms are evolving and changing to prioritise and push video content, all with the hope of achieving a similar level of success to TikTok. As a result, other types of content are seeing less engagement on social, and in terms of click rate, I would say that editorial is one area that is arguably suffering the most.
“Having said that, not every change is negative. In fact, change often brings a lot of new opportunities. LinkedIn, for example, is becoming a more accessible platform for editorial – it’s a meeting place of minds where we can share ideas, and it feels like it was tailored for our content.
“In 2023, we also saw the launch of Channels on WhatsApp, and I truly think this has the potential to completely revolutionise the editorial space – not just in how we share content, but in terms of how we consume news. Nothing truly stands still, but adapting in response to innovation is crucial, especially in our trade. It can be very strategic.”
“Compared to other mediums, I think editorial offers opportunities for a wider range of content. There’s added diversity and flexibility in that editorial can be created in a very bespoke way, allowing content to be creatively shaped and tailored to fit the specific needs of the topic, audience, and platform. Content can also be altered to suit long- and short-form purposes – and everything in between.
“Through the freedom and flexibility offered by editorial, there’s a plethora of possibilities for different creative opportunities. An example is the opportunity to examine topics in more detail and provide extensive coverage from a range of unique, diverse voices and perspectives.”
“I might be biased, but editorial can drill down into topics in more detail than other types of content. This interview is a perfect example of that; discussing the intricacies of editorial work wouldn’t necessarily make the most engaging piece of content as a video piece, but it works perfectly on a website.
“In most cases, readers are also very engaged with the content they are consuming. Rather than something conveniently appearing on their social feed, there’s intent behind a user’s search for information which will ultimately lead them to an article.
“I think credibility is another big factor for editorial. For many, written information is perceived to be more trustworthy due to historical inclinations, so it can very easily be associated with fact-checking.”
“The key metric everyone is looking at is views. Be it for merchandise sales, ticket sales, or brand exposure, views are crucial to growing a business and the more traffic you get on any given website, the better. You might have an industry-leading website with a Shakespearian level of written content, but if the eyeballs aren’t there, all your effort has been wasted. That’s where SEO comes in.
“When it comes to editorial content, an article is often an introduction to your brand and a useful entry point from which you can redirect visitors to other areas of your website. It’s a tough balancing act, though. You want to avoid leaning into anything that remotely resembles clickbait or overloading visitors unrelated information.
“The content you’re producing must be curated, informative and most importantly, have relevant ties to the other pages or products you’re integrating into the article. The last thing you want as a reader is to be pushed from irrelevant page to irrelevant page."
“The power of storytelling can be harnessed by editorial through the ability to develop narratives and creatively explore themes and relatable stories. Tone of voice can also be catered depending on the audience and purpose, creating an opportunity to evoke different emotions – whether it’s something that has a deeper, personal element, something with an informative, educational tone, or a more humorous, informal feel.
"Furthermore, storytelling techniques can be applied to editorial to make complex topics much more accessible, meaning more readers can engage. Through these storytelling elements, editorial content can be enhanced to meet a broader range of purposes and explore issues in a way that is simultaneously informative and impactful, resulting in a deeper, more meaningful connection with the audience.”
“There will always be a place for editorial content in the digital space. One of the best things about the world is diversity – diversity in perspectives, but also, diversity in content.
“Visual content is immensely popular at the moment, but in a video that lasts between 30-90 seconds, there’s only so much of a story that can be told. Editorial content gives a brand’s story the platform it deserves, and it opens up countless avenues to tell a story or explore a subject to a depth and detail that might not be found elsewhere.
“Above everything, the one thing people want right now from digital content is authenticity – audiences are very aware and engaged and they see through content that isn’t natural. I think written content is the perfect platform to show that authenticity first-hand.
“The world is filled with billions of people, and every single person has their own story to tell. Each person is real, unique, and has their own character, and that’s something that can be explored in editorial without restriction.
“I’m a big reader, and whenever I read a book, it isn’t the plot that carries me forward – instead, it’s the people and characters who are at the heart of the story. Character-driven editorial in motorsport is a direct route to the authenticity people want to see.
“In our specialism, racing drivers, engineers, mechanics, and even commercial partners – like characters on a page – can be brought to life through writing. Brands have an incredible opportunity to do this right now. There absolutely is a place for the written word in the current digital landscape.”
Pace Six Four is a specialist motorsport agency that offers a full suite of commercial, marketing and communications services to clients across the industry.
