How to create an editorial calendar for web content & blogs

If you’re doing any sort of online publishing – like blogging – it’s a smart idea to develop an editorial calendar. This gives some structure to your content mix, and provides consistency for your readers.

Here are some basics to keep in mind when creating your editorial calendar:

1. Develop a system that works for you. An editorial calendar can be made using a spreadsheet, word processor, online scheduling tool – or even just a paper notebook. Use whatever you feel most comfortable with. The goal is to make your notes coherent and organized.
2. Put in some detail. Format the calendar with different colors or sections for each topic category as necessary. Although you don’t need to include details for each of your posts at the start, include enough information to get you started writing.
3. Schedule enough time for peripheral items, such as interviews or research. They should be included in your editorial calendar as well. That way, you can spot potential conflicts and reorganize so they don’t get in the way of releasing your content on time.
4. Plan ahead. Creating your editorial calendar at least a month in advance gives you time to make any changes or switch around scheduled posts as needed.
5. Mark important dates and work towards them. Setting goals and deadlines ensures sure you “ship” on time.

Andy Wibbles shares a good Excel calendar template on his blog. And check out this performancing.com post. It discusses organizational strategies, niche calendars, and some cool web-based options.

The steps I use to plan my editorial calendar

Right now I’m working with Katie to formalize this system, but our new editorial calendar will probably build off this workflow I’ve used for the past 8 years:

1. Brainstorm the mix of content I want to include.
2. Think about the frequency of each content type. (I might do one phone interview per week, but only one case study each month.)
3. Talk with my interview guests to schedule their availability
4. Put this all together into a Google doc, with the post title for each day (usually over the next 30 days)

A tip I’ve learned: leave an opening each week for breaking news or stories that will become irrelevant if they’re not published immediately.

The structure an editorial calendar provides is good, but you need to build flexibility into this structure.

I’d like to hear your thoughts: do you use an editorial calendar? If so, what does it look like?