What makes a story newsworthy? This is a question that journalists ask themselves all day, every day.
Knowing your audience well, understanding what they're interested in and the kinds of things they engage with informs what gets covered editorially.
SoGlos's editor, Chloe Gorman, considers the question our readers sometimes ask – what's the difference between editorial and content marketing? – and aims to make the differences clear.
What's the difference between content marketing and editorial on SoGlos?
Generally speaking, news, or editorial coverage, is there to inform; content marketing is there to persuade.
In SoGlos's case, our content marketing – including advertorials, enhanced event previews and partnered hot lists – is held to the same high standards as our editorial content – such as news stories, editor's choice event previews, hot lists and interviews – but editorial coverage and 'promotion' are not the same thing.
A publication covering something it deems newsworthy is doing so to inform its readers that something is happening – it isn't trying to convince them to take an action.
SoGlos covering the opening of a new restaurant, for example, doesn't mean we're suggesting our readers should eat there, but we know our readers love Gloucestershire Food & Drink content and will likely be interested in learning about a new venue opening where they live, work or are visiting.
Likewise, covering news about planning applications or council decisions, for example, also doesn't mean SoGlos's journalists agree with them – and are certainly not 'promoting' them – but sharing information about what's happening in the local area is integral to SoGlos's offering to the community it serves.
News stories SoGlos covers are handpicked by our team of experienced journalists, who write everything from scratch, in-house, using information direct from the source.
We never copy and paste from press releases or lift stories from other titles.
We aim to ensure quotes are attributed to real people, not just 'a spokesperson', so we can be sure they're accurate.
And, all content published on SoGlos goes through a full subbing process, checking for not just spelling and grammar, but accuracy, clarity, style and tone.
SoGlos is also regulated by IPSO – the UK's independent regulator for the print and digital news industry – and has agreed to uphold The Editor's Code of Practice, which you can read in full at ipso.co.uk/editors-code-of-practice.
What is content marketing on SoGlos?
Alongside news and editorial coverage, SoGlos's journalists also produce content marketing that is paid for by our partners.
Like many other publications across the UK, without the support of charitable subsidies or financial grants, content marketing is one of the ways that SoGlos is able to remain commercially sustainable, pay journalists a living wage and stay in business.
We have partners, not advertisers, because we see the relationship as just that – a partnership – where we work together to produce content inspired by a business, that our readers will engage with and respond to.
This element is crucial, as SoGlos still maintains its own impartial journalistic integrity. We follow a strict house style for all types of free editorial and paid-for content marketing; we won't ever make false or unsubstantiated claims; while we are a positive and celebratory title that proudly champions Gloucestershire, we steer clear of promotional language or unattributed opinions; and we don't write things 'just because we've been paid to'.
Unlike a creative agency, where it is a copywriters' job to produce copy that encourages the reader to take an action to achieve the advertisers' goal, SoGlos's content marketing is more impartial, it is written by our journalists, exclusively for our publication, with our readers' and their interests in mind.
Just as partners handpick SoGlos, usually based on our reputation, brand, or audience reach, we handpick our partners too: where we see there is shared values and aligned objectives that we can really support, we also choose not to work with some organisations where we don't see a good fit.
Plus, SoGlos's content marketing is clearly labelled 'in partnership with' too, so you always know when you're reading content that's part of a campaign with one of our local business partners.
Why is the distinction between editorial and content marketing important?
The main reason is trust.
SoGlos's journalists are trusted by our readers and our partners for producing high-quality content that informs and inspires, regardless of whether it's editorial or content marketing.
Our readers trust us as a valued source for timely news and inspiration; and our partners trust us for our marketing expertise and a unique approach to content, with many working with us year after year.
In the era of misinformation, being a trusted source sets us apart from other titles, where clickbait headlines and AI-generated content are becoming more and more prevalent.
We're proud that all of our content is created by humans, so we're accountable for what we put out into the world – and, as a local and experienced team, our readers benefit from our personal insights into the people, places and activities we write about.
Because, after all, who knows Gloucestershire better than a local journalist who lives and works here?
Get to know SoGlos's journalists at soglos.com/about/meet-the-team.
