A few years ago I inherited a content calendar that was really just a Google leaf – no data, no owners and half of the cells completely empty. I spent two weeks to disguise what was going live, what was already published and what somehow did not exist at all.
This experience made it painfully clear: Without a real editorial calendar, the best content strategy also falls apart. Nowadays it is the first thing I am building when I sign a new customer.
In this article I will go through an editorial calendar, the tips that I have recorded for creating one that actually works and insert a few templates with the start.
Table of contents
What is an editorial calendar?
An editorial calendar is a planning tool with which you can organize, plan and follow content via channels. It shows what is published, when, where and by whom – so nothing slips through the cracks.
Regardless of whether you manage a blog, a podcast, an e -mail newsletter or a dozen social accounts, an editorial calendar offers you visibility in your content pipeline. It helps you to recognize gaps, plan in advance and keep your team aligned, especially if several people create or check content.
There is no uniform format. I used everything, from simple spreadsheets to adult project management tools, depending on the size of the team and the complexity of the strategy. The most important thing is that it fits your workflow and makes it easier to stay consistent.
Before selecting a format or tool, take a step back and think about how you actually use your editorial calendar. Here are some important questions that I would be happy to consider:
- How often do you publish content? Daily blog posts? Weekly newsletter? Quarterly campaigns? Your cadence has an impact on how much detail you have to include.
- What types of content do you manage? If you juggle blog posts, videos and social media, your calendar should easily recognize what goes where and when.
- Who needs access? If only they are, a simple table can work. But if you work with writers, designers and approvals, you want something more dynamic.
- In which phases do your content go through? Outline, write, edit, design, permits – map your workflow so that your calendar reflects the real steps behind every content.
- How do you like to work and your team? Some teams prefer a visual board. Others want color-coded tables or deadline-controlled schedules. Go with the system that supports your actual habits not only with the chicest software.
You will visit some of these questions again later when we go through the construction of your calendar. But if you are already nodding with a strong start.
Advantages of the editorial calendar
I have never built a perfect editorial calendar on the first attempt. It always requires a little attempt and error to find the right structure, cadence and tools for the team.
But as soon as it clicks, it takes its content from scattered and reactive to strategic and consistent. Here are some of the biggest advantages that I have seen (both for me and for the teams I work with).
Improves the quality and consistency of content.
I used to write content week after week, and although it works technically, it was exhausting. When I started an editorial calendar, I was able to concentrate on quality instead of crawling. It helped me to batch ideas, to build a real strategy and to stay consistent without burning out.
Further innovations.
Some of my best content ideas come from looking at a calendar and the realization: “We have never tried XYZ before.” If you can increase your content plan and actually see it, it is easier to identify patterns, avoid repetitions and create space for experimenting – whether this tested a new format or bind a campaign to a trend.
Supports the accountability.
I worked in teams in which nobody knew who was only targeted and the contents targeted. Now I always add clear owners and live in every calendar that I create. It keeps things in motion, reduces bottlenecks and helps everyone to control the puzzle part.
Strom lines processes.
Every team I worked with had something different. Editorial calendars helped me to implement these processes into something visual and implementable. I card every step from draft to check to publication, so nothing is lost and everyone knows where things are.
Better teamwork.
If your content plan is in a person’s head (or hidden in a inbox), the cooperation becomes a council game. I have found that even a fundamental common calendar creates more transparency, which leads to better feedback, less missed handoffs and a smooth functional work.
Improves your team experience.
According to a recently carried out study, 56% of the marketers are concerned about burnout in their current role.
I saw first -hand how chaotic content planning can wear a team. But if there is a clear calendar, things feel calmer. There is less stress, fewer fire brigade exercises and more space for creativity – all of this adds up to a better experience for everyone involved.
Offers clearer data knowledge.
Editorial calendars are not only for planning, but also a recording of what was done. I use mine to track the content performance over time, to recognize what works and adapt accordingly. It helped me to make more informed decisions and show customers exactly how their content pushes the results.
Who should use an editorial calendar?
If you publish content regularly, even if there are only a few posts per month, you need an editorial calendar. I saw how Solo creators, startups and global teams benefit from having a place where you can plan, align and stay on the right track.
Here are some groups that I worked with, with whom Really Benefit from editorial calendars.
Public relations
PR specialists constantly juggle media, press releases, pioneers and campaign compounds. I have worked with PR teams that use editorial calendars to align messages across channels and to ensure that every opportunity receives the visibility that deserves them without stepping on another.
Newspapers/magazines and other news agencies
Editorial calendars have long been a staple in the news rooms and for a good reason. These teams juggle constant deadlines, several participants and a mixture of evergreen and sensitive content.
As the HubSpot blogger Erica Santiago put it: “I wrote in my early career as a journalist for a newspaper. I needed an editorial calendar to pursue when my work was published or when I had to publish another employee.”
This type of visibility is just as important today, especially for digital media teams that manage quickly moving content pipelines.
Corporate communication teams
In corporate environments I saw how Comms teams used calendars to keep internal and external messaging organized. From the updates from Executive to employee newsletters to crisis communication, an editorial calendar ensures that the correct content starts at the right time and is first approved by the right people.
Contents
Regardless of whether you manage a blog, a podcast, a YouTube channel or all managers mentioned above, the editorial calendar can take your workflow from chaotic to manage. I always recommend creating a simple system to plan in advance, to stay consistent and to reconcile the content with their goals.
Social media manager and coordinators
I worked as a social media manager and I can tell you … without an editorial calendar, things will quickly develop things. Between platform periods, postal permits and coordination of asset, it is far too easy to lose track.
I used calendars to map everything by date, platform and campaign. It helped me to stay consistent and make space for reactive posts without affecting the overall picture.
How to create an editorial calendar
There is no real way to create an editorial calendar. It really depends on your team, your tools and your workflow. But over the years I have found a few consistent steps that make the process more smoothly, regardless of whether I build a calendar from scratch or an messy.
1. Define your target group and ingredient topics.
Before adding a calendar to a single date, you should make it clear WHO You create content for and Why. If I have a new customer on board, this is always my first step. I look at myself Personas, Customer Journey phase and what Types of content Have worked well in the past. From there I expand core topics and topics to guide the planning.
If you don’t take the time to understand your audience, your content plan has no big direction. I saw how teams wasted, create high-day pieces that never land because the content was bad, but because it was not what their audience needed. If you do this part correctly, you can select the right topics, timing and the right tone from day one.
2. They outlined content goals and KPIs.
Your calendar should reflect your strategy, not just your to-do list. I always align the calendar with wider goals and metrics, for example the improvement of organic traffic or increasing the newsletter engagement. In this way, every contribution has a purpose and it is easier to measure what works.
3. Select a format for your editorial calendar.
I used everything from Google Sheets to Asana to custom terms. The most important thing is that you choose a format that your team will actually use. Before I locked up something, I always ask:
- How do you like to work?
- Which tools do you already use?
- Who has to see the calendar or contribute to the calendar?
The aim is to reduce friction and not add any further complexity layer.
4 Types of editorial calendars
Before you select a format, it is worth understanding your options and compromises that are delivered with everyone. As I said, I used everything from spreadsheet to editorial tools in full, and every setup has its strengths (and restrictions).
In the following I go through the most common types I have worked with, and break the advantages and disadvantages of the individual.
Editorial calendar editors
Spreadsheet are simple, flexible and easy to share – especially for small teams or solo marketers. I built up many calendars in Google Sheets and Excel when customers needed nothing special.
Professionals
- Simply set up and adjust.
- Ideal for the organization of post -details and deadlines.
- No learning curve.
Disadvantages
- It is more difficult to visualize your schedule at a glance.
- Not ideal for cooperation or content reviews.
Content calendar
A content calendar is a more visual version of a table. It shows what goes live and when more context such as channels, post types or campaigns.
Professionals
- Helps to map content over time.
- Easy to scan and recognize the lips.
- Can include color coding, keywords and content levels.
Disadvantages
- Do not always reflect workflow or task.
- Can be time -consuming to set up.
- Needs regularly updated to remain useful.
Project management tool
Project management tools like AsanaPresent TrelloPresent Clickupor Performance are great for teams with more complex workflows. I used them to create calendars that also publish briefs, permits and checklists in one place.
Professionals
- Supports detailed workflows and team cooperation.
- Several views (calendar, Kanban board, list, etc.).
- Easy to assign and pursue progress.
Disadvantages
- Can feel overwhelming at first.
- Take a facility and shop out of the team.
Editorial calendar applications
Dedicated platforms such as Coschedule or Monday.com Combine the schedule with integrated content planning functions. I have worked with customers who love them for analysis and integrations, especially when managing several content flows.
Professionals
- Especially built for content teams.
- Often includes campaign persecution and performance knowledge.
- Helpful for teams that juggle many moving parts.
Disadvantages
- Can be expensive depending on your needs.
- Some have a learning curve or a limited adaptation.
Which format you choose is the most important thing it works for it You. As soon as you have selected a setup that fits your team and workflow, it is time to organize your content with channel and ensure that everything fits in the overall picture.
4. Determine your main marketing channels.
Not every content belongs to every platform, and your editorial calendar should reflect this. I always start to map the primary channels with which I will work with: blog, e -mail, social, YouTube etc. From there I transfer every single type or goals.
For example, blog content can concentrate on long-shaped SEO while experimenting with bite-sized tips or video in Instagram. I like to use color coding or tags to simply scan canal allocations, especially if you are planning cross-channel campaigns.
If you work with a team, this step is also a good chance to clarify property. Who posts? Who reviews? And how do all moving parts combine?
The clearer your channels are defined, the easier it will be to create a content plan that focuses on, strategically and actually manageable.
5. Assign roles and responsibilities.
One thing that I learned on the hard tour: If roles are not clearly defined, the content gets stuck. Even small teams encounter problems when nobody is sure who designed, who processed or who is responsible for the press release.
That is why I always build property in the editorial calendar myself. I will assign names to every task, outline the review steps and make sure that everyone knows where their role begins and stops. Even something as simple as “Design> Evaluation> Approval> Publication” helps to avoid that last-minute confusion.
This also helps to optimize cooperation, especially if several people touch the same capital. Clear roles = less bottlenecks, better communication and other content that go out on time.
6. Study the posting freight of your competition.
I don’t say that you must have obsessed what everyone else is doing, but I think it’s wise to get a feeling for the content landscape around you.
When I build a new calendar, I usually scan some blogs and social feeds from the competitors. How often do you post? In which formats do you support yourself? Are there gaps that you can fill, or time windows that ignore you? I don’t want to copy anyone, I’m looking for patterns and opportunities.
This type of fast audit can also show where you are over or invest. Maybe your competitors will publish on LinkedIn every day, but hardly any YouTube. This can confirm your strategy or inspire a shift.
In any case, it is a helpful context if you create a calendar that is not only consistent but competitive.
7. Plan your contributions consistently.
Consistency is not only a beautiful, but also one of the most effective ways to build trust with your audience and achieve long -term results. If the content runs regularly, it is easier to stay in harmony, build habits and to make your strategy more sustainable over time.
As Carsyn Lecereformer marketing strategist at Blue Frog Marketingexplained:
“Content planning Helps all of your marketing initiatives and how you play together. It is important because you make sure that you do not duplicate the efforts of content, exploit a topic, miss the initiative or neglect part of the buyer’s trip. “
I saw this first hand. Customers who post a steady, predictable schedule usually achieve better results and less headaches. Even simple patterns such as “Newsletter Tuesdays” or “Blog Thursday” give your audience something that you can look forward to and help your team to concentrate.
However, consistency does not mean that they have rigidity. Leave space in your calendar for seasonal campaigns, updates at the last minute or timely ideas. Be sure that the basis is constant and your topics match what your audience actually interests.
If in doubt, I will scan or use a light competitor Ki tools for the exploitation ideasThen check everything against the core content strategy. The goal is not to post only for post, but it is to publish valuable content regularly and deliberately.
8. Check and adapt your editorial calendar as required.
No matter how thoughtful your plan is, it is not carved in stone. I built calendars that looked perfect on paper and then had to completely move for a few weeks on the basis of results, bandwidth or business goals.
That is why I always treat editorial calendars as living documents. I plan regular check-in (monthly or quarterly, depending on the team) to check what works, what comes to standstill and adapt if necessary.
If you see little commitment or data traffic, it may be time to visit your content mix or timing again. If you fall back, the cadence could be too ambitious. A quick content test (even a simple) can show patterns and help them concentrate again before things really go off track.
Your calendar should work for They don’t box them. Make space to check, learn and turn as you go.
Examples and templates of the editorial calendar
I promised you templates and I meant it. These are some of my options: tools that I used or recommended for customers if they needed a better way to plan content.
Some are uncomplicated and low, others have more frills. But everyone can help them stay organized, discover gaps and keep their content up to date.
1. Drift Kings Media Editorial Calender Template
Platforms: Google Sheets, Excel
Okay, I know that this could sound like if you read that, but I really like it This template. I used it myself and shared with customers who needed something clean, easy to use and completely free.
The template was created especially for content marketers and authors with fields for titles, meta descriptions, URLs, CTAs and much more. It is designed in Google Sheets and Excel so that no learning curve or software can be found out – and no budget is required.
If you want to create your first editorial calendar or only want something easy, this is a solid place to start. It is purely a calendar, not a full -grown workflow that makes it ideal for solopreneurs or teams who only need a remaining view of their publishing plan.
Bonus: A few lines are pre -filled so that they do not stare at an empty leaf.
2. Drift Kings Media’s social media calendar template
Platforms: Google Sheets, Excel
Yes, it is another hubspot template, but I would not include it if I don’t really hold that it is useful. I have classified this more than once as an editorial calendar as an editorial calendar, especially if I needed an easy way to organize content across several channels.
The monthly planning tab is colored (a big win if you juggle ingredients), and there is a tab “Content Repository” with which old posts can repeat or see what has already been done.
If you manage social content alongside blogs or e -mails, this is a helpful way to bring everything together without being overwhelmed by a more complex tool.
3. Relly editorial calendar template
Trello was actually the first editorial calendar tool that I used after spreadsheets, and it made the transition feel much less intimidating. The drag-and-drop-Kanban setup was intuitive and it didn’t take long for me to get out of the shoot (or my team).
You can set up columns such as “ideas”, “in processing”, “Ready to Publish” and postpone intake cards through every phase, which makes it very easy to see what is in motion at a certain point in time.
It fits perfectly with solo marketers or small teams that want to have something visual and low. Just know that it can be overcrowded as soon as your publishing volume begins or your workflows become more complex.
4. Asanas editorial calendar template
I still use Asana and one of my favorite functions is how tasks can live in several boards at the same time. It is incredibly helpful if you work in teams or manage content associated with larger campaigns.
Asana is a strong option if you need more than just a calendar. It was created for complete content workflows. You can switch between list, calendar, board and timeline views, assign tasks, set appointments and even automate parts of your process.
It takes some getting used to, especially if your team is new to project management tools. But as soon as they are in operation, it is difficult to return to something else. I used it with customers and internally and it is held across all types of content structures.
5. Airtable Editorial Calender Template
Airtable is somewhere between a table and a full database, which makes it incredibly powerful, but is also a bit overwhelming at first. I worked with teams who love it for its flexibility, especially if they manage a high volume of content in different formats, channels and owners.
You can adapt views, add dropdowns or check boxes, filter after campaign and even link the related assets across tables. If you need a detailed control and a lot of structure, this is a great option.
This means that the power of Airtable has a steeper learning curve. I usually only recommend it for larger teams or more advanced content – otherwise it can feel like too much overhead.
6. Montag.com editor -in -chief template
Today I use Monday.com with certain customers and they love how visually and flexible it is. You can display content according to status, campaign, representative or timeline – which makes it easy to track an overview of the live and who is working on it.
The setup process is also quite smooth. Monday by creating a template based on its goals, regardless of whether this is planning a blog, does social campaigns or manages cross -functional content projects.
If you process a high volume of content or cooperation with several teams, Monday can be a powerful all-in-one solution. You only know that it can be more than you need if you work solo or prefer something easy.
7. Template for editorial calendars on site
I have already used an idea and really like how different it feels compared to other tools. It is less like a traditional calendar and more like a living, breathing document – which can be a big plus if your content strategy develops or you want to work more smoothly.
What emphasizes the idea is how customizable it is. You can create a work area that contains a calendar view, an ideas tracker, a letter, content status and even the performance notes in one place. In addition, there is a large group of templates so that you do not have to start over.
It takes a bit of setup to do it right, but as soon as it has been dialed, it can be a really powerful (and strange calming) way to manage your editorial workflow.
8. Hootsuite’s content calendar
Platform: Google Sheets
This is not just a template, but an example of how a real marketing team does its content. Hootsuite’s own social media team uses this Google Sheet Plan, organize and plan contributions on several platforms. They even published an updated version with step-by-step instructions How to use it.
The setup is simple and ground alcohol, which makes it super easy to adapt to your own needs. It includes weekly and monthly views and space to build up evergreen content without relying on paid software or a steep learning curve.
If you manage many social accounts, you will receive a clear snapshot at what and when will happen.
You don’t need a perfect one, just a plan
When I think back to the early days of the start of campaigns without a real system, only scattered notes, semi -finished designs and uploads at the last minute, it is wild how many smoother things run with a solid editorial calendar.
It doesn’t have to be complicated. The best editorial calendars are those who fit their actual workflow and help them to stay concentrated, not those who look most beautiful in a screenshot. As soon as you have a system that works, everything else – such as strategy, collaboration and consistency – will be much easier.
Start with the format that feels most natural, give yourself space to adapt and remember: you don’t have to make it perfect the first time you try. You just have to get started.
Note from the publisher: This post was originally published in January 2016 and was updated for completeness.