One editorial calendar for different departments and contributors is not enough. In this tutorial, Brian show you how multiple calendars will help you focus your efforts. Learn the two main categories of calendars, master and secondary. Find out when you need to add department specific calendars, for example: Marketing vs. PR. Additionally, learn the criteria for adding task specific calendars, for example: Social Media vs. Video Production.
- One calendar just isn't enough, you need a few. The reason, one editorial calendar won't meet the needs of different departments and contributors. You also don't want to overload any one calendar with tons of irrelevant information. Multiple calendars will help you really focus your efforts. Understanding the different calendars worth producing can help your company effectively manage an editorial strategy. There are two main categories of editorial calendars. Master calendars and secondary calendars. To avoid confusion at this organization, use one tool to manage all of your editorial calendars in the same dashboard.
A master editorial calendar provides all readers with a high level view of what's happening across a program without the specifics. This calendar shows activity with content on each channel, department, giving stakeholders an overview of all editorial work, minus an unnecessary details. This type of calendar is especially useful for your boss, who's looking to review an editorial on a broad scale. Doesn't need to view too much information on the document. Include scheduled content, major campaigns, themes addressed, holidays and relevant events. Content types and publishing dates across departments and channels on a master calendar to ensure it is actionable and provides a broad editorial overview.
The other category of editorial calendars are secondary calendars. Which provide the necessary details around your content in a department or as it relates to a specific task. Most organizations use a couple secondary calendars so that contributors only see and interact with a document relevant to their roles and responsibilities. There are two types of secondary calendars, department-specific and task-specific calendars. A department-specific calendar, as it states in the name, outlines the editorial requirements of an area of your business that manages content in some form.
Examples of department-specific calendars would be, a public relations calendar, an internal communications calendar, a marketing calendar, a research and development calendar, a customer service calendar, an engineering calendar, et cetera. If a department creates content at your company, consider providing them with a secondary calendar to help organize their needs. A task specific calendar focuses on planning out the necessary aspects of content creation, content promotion, or both parts of the process.
This types of secondary calendar highlights all the details related to each step of the content workflow to assist your team on the day to day management of editorial. These details include ideas for future content, assess needed, additional notes on content, ownership of each part of the development and promotion process and more. Example of task-specific calendars would be, a social media calendar, blog calendar, a video production calendar, a podcast calendar, a written content calendar, a visuals calendar, an email newsletter calendar, et cetera.
Feature both content creation and promotion on the same calendar when possible, but sometimes there's just too many details to coordinate. In this case, an editorial task may require it's own calendar to manage it properly, like the production of a video series might require. The goal here is not to create as many calendars as possible, but instead understand the two categories of calendars and apply them to your situation. Every brand investing in content should build out a master calendar and a few secondary calendars to handle this process with ease.
- Defining an editorial calendar
- Establishing calendar objectives
- Choosing the right tool
- Setting the time frame
- Adding campaigns and marketing channels
- Executing the editorial calendar