How To Plan Content With an Editorial Calendar

Editorial calendars used to be a jargon term used by people that worked in media. Somehow it’s become more of a mainstream concept, especially with entrepreneurs. Now, I’ve seen businesses across industries use the power of editorial calendars to plan their content more efficiently.

If you’re looking to upgrade or implement an editorial calendar of your own, here are the essentials you should know:

What is an editorial calendar?

An editorial calendar is a content schedule for different channels, like Instagram, Facebook, newsletters, and anywhere else you publish content. Keeping content ideas in one place can help you plan for the bigger picture. It can also help with staying consistent with creating content.  

Your editorial calendar may look like an actual calendar, take the form of an excel sheet, or any other format you find useful.

How to Use Editorial Content

When it comes to content creation, I’ve found that the most efficient editorial calendars answer these questions:

  1. What are you going to say? What’s the subject or topic of the content you’re creating? Whether it’s a blog post or Instagram post, what’s the general topic? If you had to create a subject line or heading for this topic, what would it be?

  2. Who’s going to publish the content? Who’s in charge of drafting, editing and publishing the content? All of these details don’t need to be in the calendar itself, but planning ahead for these different steps can make the content creation process seamless.

  3. When are you going to publish it? Every platform has different times of the day where users are more engaged. If you have an Instagram Business account, you can see these details in your analytics. Also take into account the events, milestones, or cultural celebrations that compliment your timing.

  4. Where are you going to publish it (which platform)? Where does your community spend most of their time? Prioritize these platforms above others. That may sound obvious, but too many businesses think they need to be on all platforms at all times. Let’s be selective, and direct our energy in the right places.  

  5. Why are you going to publish it? This is the part most people miss. Again, It’s not a question that needs to be answered directly in your editorial calendar, but it should be considered during the planning process. Think about questions like: what’s the overall point of what you’re saying? What action should people take after reading your content? Does it tie into one of your campaigns, projects, or offerings? And, if you’re creating content to pitch to publications as contributed content, does your editorial calendar tie into the media’s calendar?

If you’ve read through this post and feel ready to create your own editorial calendar, let’s do it. I created a template that you can download by signing up here.

With Ambition + Mischief,

Sam


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JUNE 2019: SUPPORT