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Creating an Editorial Schedule for Your Content Team

Creating an Editorial Schedule for Your Content Team

Companies across all industries are coming to terms with the fact that content is now the single most important aspect of a marketing strategy.

Filling your site and your social media platforms with valuable, relevant content is crucial to appealing to your audience and promoting the power of your brand.

But creating content isn't enough -- you should also have a content calendar that marketing teams can share and use to plan out all their content marketing activity. This helps ensure you have a clear picture of how you will distribute your content throughout the year.

Here are some basic steps to keep in mind when developing an editorial schedule for your content team.

Create a List of Content

The first step is to create a list of content you will develop over the coming year to fill up different platforms. Remember to think about ways you can repurpose or repackage content to get more traction out of it (e.g., turning key points from a blog post into an infographic).

Organize Content

Once you have figured out the basic ideas for your upcoming content, you'll want to make sure the different elements of each piece are all accounted for.

Every post should have a title, a broad description of what the content is, target keywords to use in descriptions and hashtags, target keywords, meta tags and meta description, CTAs, and promotion methods. Also make note of whether or not you will be cross-sharing content over different channels.

Assign Roles

Everyone on your marketing team should have a different role when it comes to your editorial calendar.

Assign roles corresponding to what content needs to be developed. This should include choosing editors, writers, designers, managers and other positions as needed.

Determine Quantity

How often do you plan on publishing content on each platform? You'll need to know how much content you will require, as well as how many pieces can be repurposed.

Try to have everything you need up to three months in advance. That way, you won't ever have to scramble to get material together if you see you are losing engagement on a site or network.

Set Dates

Once everyone has their roles established, lay out the critical dates in the content marketing process.

You'll want to establish dates for a comprehensive content marketing strategy, including the dates that content should be completed and dates you plan to publish for each individual platform. This will help ensure that you have the materials ready by the date they are needed and that you stay on track and fill all of your channels with rich content.

When setting dates, make sure to highlight upcoming occasions, such as holidays or events, that are related to your business or industry.

Things like industry new releases and trade shows can be a great time to plan for added content. And don't overlook local events, such as a speaker coming to town or festivities your audience will be engaged in. You should be able to find a way to tie your content to these events and make them more appealing to your customers.

No matter how great your content is, there is always room for improvement when it comes to laying out an editorial schedule for your marketing team.

A solid editorial calendar is an essential component for managing the lifecycle of your content marketing program and setting you on your path to content marketing success.

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