Editorial content – as distinct from advertising content services – uses the power and trust of editorial experience to establish a company’s identity in the minds of potential customers and other key audiences, highlighting expertise and industry insight. Editorial content is especially powerful as it doesn’t attempt to sell products or services to audiences; instead, its primary focus is to educate and inform. The benefit of this approach is that it builds instant trust with a brand’s most important audiences.
As a team made nearly exclusively of former journalists, we’re an agency that provides editorial content services that establish a brand’s voice and reputation with ideal customer profiles (ICPs).
In the age of AI, with “slop” taking over the four corners of the internet, compelling editorial-grade content has never been more sought after by audiences. AI’s tendency to spit out generic, bland content offers a distinct opportunity to capture attention and action for brands that want to invest in the persuasive and authoritative power provided by editorial content.
Our senior team of PR professionals creates editorial content programs that are directly mapped back to business goals and audience verticals. From thought leadership to commentary to letters to editors, we ensure each piece of content has value to an organization and isn’t merely chasing headlines, but is aimed at strengthening a brand’s industry authority.
We’re nearly exclusively a team of former journalists. This means we know the editorial process inside out and apply it to our content creation process for our clients. Each piece of content goes through an editorial process that maps directly back to the target audience, be they decision-makers, journalists, analysts, or investors.
We apply skills learned in newsrooms and editorial teams to craft bespoke editorial-grade content. Each piece of content goes through an editorial process that maps directly back to the target audience, be they decision-makers, journalists, analysts or investors. The content is based heavily on research and fact, which provides genuine substance and insights to drive reader engagement and, ultimately, action.
Editorial success, when measured against objectives, comes from having an approach that can be repeated, iterated and scaled. Our editorial expertise enables us to put in place a structured process for content creation that has messaging consistency at the heart of it.
With our consistent, ongoing approach, editorial content can be relied upon by our clients to act as a growth lever by sustaining and enhancing brand trust and reputation.
Our team delivers impactful PR programs across a host of channels and has the skills to assist with any communications challenge.
Explore our PR case studies to find out how we've delivered results and business impact for our clients.
“The team at Wise Up PR has helped us at a key time for TransactPay. It has provided everything we could need - high-quality content, skilled media relations strategy and execution and also assistance with our social media. They've been the perfect partner to TransactPay and helped boost our brand recognition amongst our key audiences. I can't recommend Wise Up PR enough.”
“Wise Up PR worked as a true extension of our marketing team. They're sharp, organized and easy to work with and helped to deliver important company announcements and secure great podcast interviews for Triple-A. What I valued most was their understanding of the digital assets space and how quickly it evolves. When our priorities shifted, they adapted just as quickly, without missing a beat and continued to bring fresh media opportunities to the table.”
“We really view Wise Up PR’s team as an extension of our own. From the beginning, their team has provided a great mix of strategic PR counsel, supported by the delivery of consistently high visibility media coverage around all the great research Attest is producing. The quality of the media relations results speaks volumes of their work.”
“What was clear from the get-go working with Wise Up PR was that they are true experts in media relations. The team can do everything a listed company needs from PR strategy, storytelling and content creation, to tactical media relations execution. The results from working together? Top-tier, global media coverage secured on an ongoing basis. The team is nothing short of outstanding.”
“Wise Up PR has really delivered for IronVest. It nailed our brief by building a highly successful strategy that took our brand into some of the biggest media outlets in the world. The team is also filled with PR experts and offers its clients an excellent level of care and support.”
“My past experiences with PR agencies haven’t always been positive, but Wise Up PR completely changed that. They’re incredibly knowledgeable about the defense industry and move quickly to the pace we need. For AimLock, the team drove high-impact media coverage, as well as running an incredibly effective organic LinkedIn strategy that generated interest and engagement from hard-to-reach defense sector buyers and partners. This work has forged authentic connections for AimLock across channels and with our key audiences.”
“We wanted a PR agency that could elevate BVNK into the biggest media publications in the world, a key aim at a time of accelerated growth for our company. Wise Up PR delivered what we needed and also provided ongoing and outstanding expert media relations counsel and strategy that helped achieve our PR campaign goal.”
“Wise Up PR clearly understood our brief and brand from day one and crafted editorial-led, engaging content, instead of forgettable promotional material. The quality of the content from their team of former journalists has delivered genuine, tangible value for Runa, opening doors with prospects in new and exciting industries for us.”
“We’ve found a long-term trusted partner in Wise Up PR. The agency is highly skilled in corporate communication for defense brands and has delivered great results for Echodyne.”
“The team understands how to navigate media on a global scale, and they secured top-tier media coverage that propelled our South Korean-based brand onto the world stage. This coverage drove significant inbound sales inquiries, while their expertise with running awards programs helped us gain industry recognition that set us apart from competitors. Working together proved the real business impact PR can have.”
“The Wise Up PR team has been a great partner for us across high-quality content creation and media relations support. Their expertise in supporting emerging technology companies aligns perfectly with our goal of shining a light on the Pacific Northwest's technology ecosystem on the world stage.”
“Wise Up PR has been a great partner to LevelTen Energy for our Pan-European press office. We really value the team’s in-depth media relations expertise, responsiveness working across time zones and ability to deliver excellent results.”
“The team at Wise Up PR didn’t just get us media coverage, they got us the right press in top-tier outlets that Modern Hydrogen needed. They delivered a clear strategy, excellent execution and real outcomes.”
“Orbbec’s brand awareness in the US and Europe has been transformed thanks to working with Wise Up PR. They provided exceptional media and influencer relations results during a crucial time for us, including a collaboration with Microsoft and a product launch at CES. They are a team of sensor and deep tech experts who can be trusted to not only get your brand and industry but also get the job done.”
“Wise Up PR has clearly demonstrated the value that strategic media relations deliver beyond just one announcement. What has stood out from day one was that the team really understands deep tech, can create a clear PR strategy and, ultimately, get results from its targeted media outreach. By working together, earned media is now an integral part of how Emesent builds awareness, as well as communicates our most important milestones.”
Editorial content for a B2B PR strategy is content produced for channels such as social media and company blogs, where businesses build credibility and showcase their expertise through owned media channels on services such as Substack, X and YouTube. While media appearances on either specialist or mainstream titles are important, organizations now shape the discussion using owned media and social media, with brands increasingly becoming like media publishers in their own right. This means that getting your editorial content right has never been more important.
There are significant differences between content marketing and editorial content, both in the forms they tend to take and the intention and goals of creating such content. Editorial content has a main goal of educating readers on a specific subject, and brands produce it with the goal of informing an audience: it tends to be non-promotional in nature, showcasing expertise. One example is non-promotional thought leadership articles. Content marketing, by contrast, tends to address readers’ needs (for instance, in a how-to article) but is promotional, often showcasing products or services.
Multiple types of content can be created for B2B brands, ranging from videos to text-based explainers. With companies increasingly becoming media brands in their own right, the playbook for how to reach customers is changing. Editorial content is everything from podcast scripts to ebooks for owned channels, and this is growing in importance as a way to reach customers. With a team composed of former journalists, Wise Up PR is perfectly placed to help you create content that has an impact.
Editorial content has many uses beyond media relations, as the traditional role of organizations and their relationship to the public changes. The old playbook was often simply to place thought leadership in media outlets and to establish company executives as go-to experts for media. Now brands in every sector make a strategic decision to win on content on their own channels as a way to win hearts, minds and dollars.
Editorial-grade content absolutely can boost both search engine optimization (SEO) and Large Language Model (LLM) discoverability. Editorial-grade content can be a defining factor given that LLMs increasingly look for authority and proven expertise, in an Internet that is increasingly filled with bland, generic and unverified content. Editorial content is a key way to stand out from the crowd and be cited as a trusted source by LLMs – ideally with insightful, engaging content with first-party data.
Authentic content that is editorial-level can be created by the very same processes journalists use in content creation. A deep-dive session between a subject matter expert (SME) and a PR professional is a way to uncover expertise and offer insights that could interest audiences. By carefully thinking about the target audience, a PR agency can map editorial content back to the people who want to read it – how and why is this relevant to them and why should they care?
