In this tutorial, Brian Honigman defines an editorial calendar. Learn about the evolution of the editorial calendar and how they differ per business. Effective editorial calendars outline what content being produced, timing, and content ownership. Editorial calendars work in tandem with content strategies.
- Creating worthwhile content is difficult. I've seen many businesses dive in head first with content marketing without first spending the time to carefully plan and craft their approach. This planning process is important to help you understand what your goals are and how you will be using content to achieve them. An editorial calendar is a key component to remaining organized and collaborative with each step of the process. Think of your calendar as a compass that leads a direction of your editorial, adjusting to changes that may occur along the way.
So what is an editorial calendar? Well it's best defined as a written document that organizes the timing of your content production, publishing, distribution, and measurement efforts. The document helps make collaboration and strategizing with a team much easier. An effective editorial calendar outlines what specific content is being produced and published by your organization. Timing of this process, content ownership and other details involved with your content. It's a flexible document that will definitely change over time as campaigns get altered, product gets delayed, content gets improved and more.
An editorial calendar is primarily an execution document that should be used in tandem with your content strategy which is created for planning purposes. Traditional publishers were the first adopters of editorial calendars since they've been in the content business from the start. Brands and bloggers adopted this organizational tool as they continue to adapt to act more like media brands that connect with their audience. This document has evolved over time from a simple spreadsheet listing, publishing dates and content topics to becoming a crucial element in a marketer's toolkit.
As you consider creating your own editorial calendar it's important to realize that no two editorial calendars are the same. How you use this document differs based on many factors like the department you're in, the goals you're focused on, which part of the content process you'll be working on and more. It has to be customized to meet your company's needs and not only that it should be aligned with how your team will actually use it on a regular basis. Whether you're a marketer, a blog editor, a PR manager, start by asking yourself the following questions to better define your approach to content.
Who are you producing content for? What are your goals for creating content? Which metrics will you pair with your goals to measure the success of content? Which departments and team members are developing content now and in the future? Which types of content and distribution channels are a priority? Your answers to these questions should inform what an editorial calendar will begin to look like for your own purposes. Keep these considerations top of mind as you continue to build out this document.
- Defining an editorial calendar
- Establishing calendar objectives
- Choosing the right tool
- Setting the time frame
- Adding campaigns and marketing channels
- Executing the editorial calendar