What Should Be Included in an Editorial Calendar?

How familiar do these types of sound?

“ We have a glittering editorial calendar but we can’ t just figure out what things to include. ”

“ We were better with no one. ”

“ Urgh! There are simply no solid posts online showing the elements of a good editorial calendar. ”

It’ s one thing to build an editorial calendar, yet to know the exact things you’ re supposed to include in it? Now that’ s an entire different beast.

Every aspect of your content strategy hinges on a thorough, well-expounded editorial calendar. Get it wrong, and also you risk losing sight of each piece of content in your pipeline (and your content marketing attempts in general). Get it correct, and your chances of acing your marketing goals increase tenfold.

Of course , you’ re focused on the latter, right? Stick around, and we’ lmost all show you exactly what to include in your editorial calendar. No fluff, just meaty, well-hashed-out details.

Editorial Work schedule: The Ultimate Pacesetter In Your Content material Marketing Journey

First, forget every misconception you’ ve ever heard regarding editorial calendars. It’ s 2021, for heaven’ s sake.

An editorial calendar does not go into the finer details around the day-to-day administration of your content creation workflow and publishing schedule.

That would be a content calendar.

Neither does it provide a 3000-foot overview of your upcoming social media posts.

That might be a social media calendar.

An editorial work schedule is a high-level part of your content marketing strategy where you choose strategies, channels , deadlines, and collaborators.

It can be organized in the form of a good interactive dashboard (if you’ re using a content administration app), an Excel spreadsheet, a Google sheet, or a Google calendar.

Think of an editorial calendar as the pacesetter for achieving your content marketing goals. In a relay race, an editorial calendar would be the first runner, giving the rest of the team a glimpse of the track, the operating intensity, and the rivals.

Lame comparison? Acceptable, picture your favorite magazine. You’ ll probably notice issues often have permeating themes.

Sometimes it’ h explicit—fashion month, the food plus drink issue, etc . —and sometimes you may not even understand the thread exists. Either way, there’ s a cohesive content plan driving the content decisions for each edition.

Publications keep a good editorial calendar to strategy ahead (now you get precisely why we called it the pacesetter, right? ). Each uses it to conceptualize tales and assign the writers, editors, and photographers who seem to prepare each piece meant for publication.

Frequently , editorial calendars are scheduled yearly, monthly, or quarterly, which means the general outline and broad themes are established well in advance. The details are just filled out when the due date just for publishing edges closer.

Got it? Perfect!

Now let’ t delve into the nitty-gritty of an editorial calendar—the what and the whatnot.

Components of a Kickass Editorial Calendar: The 7 Must-Haves

Not every editorial calendar is created equal. Some are worth their weight in gold, others are meh, while others are outright bad.

If you want to create a truly excellent editorial calendar, these 7 things are a no-brainer:

1 . A Single Way to obtain Truth

The first element might be a bit unorthodox, but it’ s completely important: a single source of reality (SSOT).

A single source of truth is a way of creating data available to everyone across your marketing team from a single data point.

Think of it as the energy that ignites your content calendar engine. Without it, that engine will not roar up at all.

Select one editorial appointments platform, and stick with it. Preferably, an editorial calendar tool can only act as a single source of reality if it is:

  • Loaded with features and functionality: Only choose a platform that’ s preloaded with editorial calendar layouts and features that are pretty much plug-and-play. Your content team should find it easy to work with it, not scratch their minds and waste time figuring what things to enter where.
  • Easy to integrate to platforms: It doesn’ t matter what bells and whistles it has—it doesn’ t also matter if it’ ersus functionality-laden. If it doesn’ t integrate with other platforms, it’ s not going to work as just one source of truth. Ideally, it should work with SEO tools, content management plugins, content planning software, and so on.
  • All-in-one: Get an all-in-one editorial calendar tool, plus you’ ve pretty much nailed the whole aspect of a “ single source of truth. ” Other than being affordable, an all-in-one platform like Welcome could help consolidate your project administration, content production, keyword analysis, and other content marketing necessities.

second . A 12-Month, High-Level Program

One of the gravest mistakes content creators make is brainstorming content ideas on the fly. Say, for example , there’ s a deadline on January 31st. Most bloggers will brainstorm ideas for the 30th.

That’ s no way to method a content strategy map, least of all a content material strategy that’ s the guts and soul of your articles marketing efforts.

To ace your advertising goals, you need clarity, confidence, and cadence. But to obtain all of those, you need a plan, a high-level plan that leaves no stone unturned.

An editorial work schedule provides the perfect opportunity to secure this plan.

Preferably, a high-level plan for a good editorial calendar should be hashed out 12 months in advance and really should be laid out to answer these key questions:

  • Exactly what are the major forthcoming content themes?
  • Where may each piece of content end up being delivered and published?
  • When are the deadlines and submitting schedules for each type of content material?
  • That is responsible for ideating, producing, and distributing the content?

For the typical content marketer, this sounds like a lot of work.

Of course , you could use colors on your own calendar to visualize what’ s coming up and when, but you’ ll still be still left with the “ where” and “ who” of your content creation journey to deal with. Even for the marketer of your caliber, that’ s an uphill battle.

For the “ where” and “ who” of your content production strategy, Welcome’ s i9000 calendar features should come in handy:

  • Saved filters: Filter your work schedule to reveal specific publishing channels, individual campaigns, contributing factors, or any mix of custom information.
  • Team calendars: Track the execution of all content activities—both planned and published—and provide 360-degree visibility across groups.

3. Tactics

Want to know what’ s i9000 common among the most successful marketing and advertising teams in the world? No, they will don’ t all consume Pepsi for breakfast. That’ ersus a good try, though.

What unities these types of marketers is they use editorial calendars to visualize their marketing tactics. They are not distracted by shiny object syndrome. Rather, they create articles that aligns with their overarching content themes and marketing campaigns, not the other way round.

That’ s exactly what your editorial calendar should include—a set of pre-defined tactics that line-up each piece of content with the big-picture goal, theme, or campaign.

Below are a few marketing tactics you could consider for your content calendar:

  • Social media marketing strategy: Do all of your social media content cut through the noise and also deliver on overarching business goals?
  • SEO strategy: Is the published content SEO optimized so that it tops SERP rankings?
  • Content marketing strategy: Do all of your white documents, blogs, and eBooks format to an umbrella marketing campaign?
  • Content manufacturing tactics: How often do you publish new articles, and what is the probability that every type of content supports a specific campaign?

4. Deadlines

You might have carved out the perfect high-level plan, but for it to work, you still need to exercise down to specifics.

One of those is a set of established deadlines, and it answers an essential question in the editorial process: when is the content material due?

For each piece of editorial content material, assign a due date and stick to it. This date needs to be reasonable enough for your content material team to complete their function. It should also be a few days far from the publishing date to prevent last-minute requests and relapses. Striking a balance between the 2 is key.

Presuming you’ ve commissioned some new content for December, here’ s where you could location your deadlines:

  • 12/2: Research plus brainstorm content
  • 12/3: Write and edit the first draft
  • 12/5: Write the write-up
  • 12/7: Modify post
  • 12/9: Design graphics
  • 12/15: Write social media posts
  • 12/17: 1st due date
  • 12/18: Second due date
  • 12/25 and 12/26: Posting dates

This step is crucial. Don’ to skip it! Echoing the words of the great Benjamin Franklin: “ If you neglect to plan, you plan to fail. ”

With Welcome’ s marketing calendar , you can easily filter to be able of due dates, marketing campaign, assignee, and status. That way, you’ ll have a front-row view of who’ s supposed to deliver what articles and by when.

5. Posting Cadence

If you take a look at the biggest publications in the world (think: Forbes, The New York Times, etc . ), you’ ll notice that they don’ t blog post content haphazardly. Not at all.

Rather, they stick to specific publishing schedule which they stick to no matter what (yup, even if it’ s rained dogs and cats the previous night and editors can’ t show up to get work).

Maybe content marketers could lend a leaf from such publications.

The results?

If you don’ t include a strict, well-ideated posting schedule in your content calendar, you’ re generally neglecting your target audience and putting them on the backbench.

A established posting cadence portrays power and reliability—two trails which are a hallmark of every productive brand. Whether monthly, biweekly, or weekly, make sure your publishing schedule appears in your editorial calendar. You might even need it to be in all caps, striking, and underlined.

In regards to how often you should post on each system, here are some research-backed suggestions:

  • Weblog: 11-16 posts per month
  • LinkedIn: 4-8 posts a month
  • Facebook: 1-2 posts each day, or 28-56 a month
  • Twitter: 2-3 posts a day, or 56-84 a month
  • Pinterest: 3-10 posts a day

Ultimately, how usually you choose to post new content is up to you. The one thing that’ s undebatable is your submitting schedule’ s inclusion in the editorial calendar.

Just do it, will you?

6. Collaborators

Next up in producing your editorial calendar is usually catering to the people you’ ll be collaborating along with to create quality content.

Will you hire copywriters to craft your Nov social media posts? Maybe you’ ll invite C-level professionals to contribute to your The month of january podcast episode? Perhaps you’ ll just utilize in-house creatives to flesh out there the nitty-gritty of your forthcoming eBook?

Consist of every single content collaborator in your editorial calendar. Better yet, checklist out their names contrary to the exact piece of content they’ re contributing to.

Easy, right?

Well, it’ s easy if you’ re performing it on a platform. With Welcome , you can get all your content collaborators’ information on just one, do-it-all dashboard. Not only can you see the editorial process in full swing, but you can also call at your team’ s real-time improvement, budget, and capacity.

7. Key Distribution Channels

Lastly, but certainly not really the least, you need to answer the question “ where? ” After you have a clear answer to this issue, go ahead and include it in your editorial calendar.

Where exactly do you plan to share, publish, and promote new content? Is it via email where 23. 8% of messages are opened within the first hour of delivery? Or possibly it’ s through Fb, where there are more than 2 . 89 billion content-hungry monthly users ?

You might have hinted with this aspect in your high-level program, but you still need to delve into the finer details to prevent ambiguity and vagueness.

Here are some distribution platforms to consider:

  • Infographics: Along with 93% of all human being communication done through visual content, infographics could work wonders for your content marketing and advertising efforts.
  • Video: With 90% of internet users watching videos online each month, you don’ t require a reminder that videos are a marketing goldmine.
  • Webinar: 57% of marketers run at least 50 webinars per year. What’ s stopping you from adding to this statistic?
  • Email newsletters: 81% of marketers say their most utilized form of content marketing is email newsletters. What are you waiting for? Can get on the email newsletters bandwagon, and reap the fruits associated with successful content.

The Perfect Editorial Calendar Catapults You to Marketing Stardom

All stated and done, an editorial calendar is to your marketing team as a pen would be to a student or milk would be to Frosted Flakes. Yup, it’ s that important, as well as for good reason. The perfect editorial work schedule:

  • Allows you to control the publication associated with content across different mass media
  • Enables you to strategize content like a pro (you actually don’ t want to be part of the 46% of online marketers who don’ capital t have a documented content technique, do you? )
  • Streamlines your work by removing publishing delays, duplicative marketing efforts, and redundant content creation tasks
  • Helps align content themes with the overarching content marketing strategy

Now that you understand how important an editorial diary is, how about you make an editorial calendar which will put all the existing content calendars to shame?

Say hello to Welcome .

Create the Perfect Editorial Calendar (and Much More) With Welcome

Deep straight down, you might be thinking that creating a paperless editorial calendar is the stuff of dreams.

Well, it’ s not really.

Type the term “ editorial calendar template” into Google right now, and you’ ll be amazed. There are a staggering number of tools that can help you create a good editorial calendar.

But let’ s encounter it, do you really need another separate, siloed solution in your marketing stack? Do you really have to swap between innumerable tabs just to access your content calendar?

Thankfully, you’ ve got Welcome , your one-stop shop for all things marketing. We can help you develop a kickass editorial calendar with all the added niceties—timeline and Gantt views, activity rollups, strategy popovers, saved filters, customizable metadata, and more.

But you know what else we are able to do? Unite an editorial calendar with a content appointments, social media calendar, resource management, marketing communications, creative services, and so much more into one easy-to-use platform.

Enough with the terms. Why don’ t you give Welcome a free test run and see for yourself? Request the demo now to notice this software in full flight!

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