What Is High-performance Editorial Content?
High-performance editorial content is editorial content poised to effect a sway in opinions and sentiment of the general populace – opinion editorials, feature pieces, hard-hitting interviews, analysis, etc.
Why Does It Work?
A study published in the 2018 Quarterly Journal of Political Science, provided evidence that op-ed columns are an effective means for changing people’s minds about issues. The research proved that these pieces of content have “large and long-lasting effects on people’s views among both the general public and policy experts.”
The need for in-depth research and study usually affords this type of content an elevated status of ‘respect’, especially when published by a highly revered media house or journalist. Chimamanda Adichie’s October 2020 op-ed in the New York Times, Nigeria Is Murdering Its Citizen, and Cheta Nwanze’s piece on Adams Oshiomole’s angst-inducing statement about MTN in 2019, are examples of the power of op-eds in action.