editorial-calendar

name	editorial-calendar
description	Plan and manage editorial calendars for content marketing programs. Use when scheduling content across channels and campaigns.
origin	ECM

Editorial Calendar

When to Activate

• Starting a content program and need to plan content production
• Content creation feels ad hoc, reactive, or inconsistent
• Scaling content output with multiple contributors or channels
• Aligning content with product launches, campaigns, or seasonal events
• Stakeholders need visibility into what content is planned and when
• Content team is missing deadlines or publishing inconsistently

First Questions

1. What channels do you publish to, and at what cadence for each?
2. How many content pieces can your team realistically produce per week/month?
3. What is the typical lead time from content idea to published piece?
4. Who is involved in the content workflow? (Writers, designers, reviewers, approvers?)
5. Are there fixed dates you must plan around? (Product launches, events, seasons?)
6. What tools does the team currently use for planning and collaboration?
7. Do you plan weekly, monthly, or quarterly?

Calendar Structure

Three Planning Horizons

Quarterly view (strategic). High-level themes, campaigns, and pillar distribution. Set once per quarter, reviewed monthly.

Q2 2026:
- Theme: "Scaling Your First Team"
- Campaign: Product launch (May 15)
- Pillar distribution: Productivity (35%), Frameworks (30%), Remote Work (25%), Product (10%)
- Tentpole content: Annual industry report (June)
- Events: Conference X (April 22-24), Webinar series (May)

Monthly view (tactical). Specific content titles, formats, owners, and deadlines. Set two to four weeks before the month begins.

March 2026:
Week 1: Blog post "5 Sprint Planning Mistakes" (Sarah, publish 3/3)
Week 1: Newsletter #22 (Mike, send 3/5)
Week 2: Case study - Acme Corp (Sarah, publish 3/10)
Week 2: LinkedIn carousel - Sprint Planning Tips (Jess, publish 3/11)
...

Weekly view (execution). Day-by-day publishing schedule with status tracking. Updated daily during standups.

Monday 3/3:
  09:00 - Blog post goes live (Sarah confirms)
  10:00 - Social promotion thread (Jess schedules)
  14:00 - Email to subscribers (Mike sends)

Calendar Fields

For each content item, track:

Field	Purpose
Title	Working title of the content piece
Content pillar	Which strategic pillar this serves
Format	Blog, video, email, social, podcast, etc.
Channel	Where it will be published
Target audience	Which segment this is for
Owner	Who is responsible for delivery
Status	Ideation → Brief → Draft → Review → Approved → Scheduled → Published
Draft deadline	When the first draft is due
Publish date	When it goes live
Campaign	Which campaign it belongs to (if any)
SEO target keyword	Primary keyword (if applicable)
CTA	What action the content drives
Assets needed	Design, video, screenshots, data
Notes	Dependencies, context, special instructions

Content Types and Cadences

Establish sustainable cadences for each content type:

Content Type	Typical Cadence	Lead Time	Effort Level
Blog post (short)	2-4x/month	1-2 weeks	Low-Medium
Blog post (long-form/guide)	1-2x/month	2-4 weeks	High
Newsletter	1x/week or 2x/month	3-5 days	Medium
Social media post	3-7x/week per platform	1-3 days	Low
Case study	1-2x/quarter	4-8 weeks	High
Webinar	1x/month or quarterly	4-6 weeks	High
Podcast episode	1x/week or 2x/month	2-3 weeks	Medium
Video (produced)	2-4x/month	2-4 weeks	High
Whitepaper/ebook	1x/quarter	6-8 weeks	Very High
Infographic	1-2x/month	1-2 weeks	Medium

Cadence rule of thumb: Start with a cadence you can maintain for six months without burning out. Consistency beats volume.

Seasonal and Event Planning

Annual Content Calendar Layer

Map fixed calendar events at the start of the year:

Industry events: Conferences, trade shows, award deadlines Company events: Product launches, funding announcements, company milestones Seasonal moments: Black Friday, end of year, back to school, New Year planning season Cultural moments: Only if genuinely relevant to your brand and audience Recurring programs: Annual reports, benchmark surveys, year-in-review content

Planning Buffer

Build buffer into the calendar:

• Keep 10-20% of calendar slots open for reactive/timely content
• Plan tentpole content 6-8 weeks ahead
• Leave one week per quarter with no planned content for catch-up

Content Pipeline Stages

Define clear stages with owners and SLAs:

1. IDEATION
   Owner: Content team + stakeholders
   Output: Content idea with pillar alignment and audience
   SLA: Ideas submitted to backlog continuously

2. PRIORITIZATION
   Owner: Content lead
   Output: Approved idea moves to "Planned" status
   SLA: Backlog reviewed weekly

3. BRIEF
   Owner: Content lead or strategist
   Output: Content brief with goal, audience, outline, SEO target, CTA
   SLA: Brief completed 2 weeks before draft deadline

4. DRAFT
   Owner: Writer (internal or freelance)
   Output: First draft in shared doc
   SLA: Completed by draft deadline

5. REVIEW
   Owner: Editor + subject matter expert
   Output: Feedback and revisions
   SLA: Review within 2 business days of draft submission

6. DESIGN/PRODUCTION
   Owner: Designer or video producer
   Output: Visual assets, formatted content
   SLA: 3-5 business days

7. APPROVAL
   Owner: Content lead or stakeholder
   Output: Final sign-off
   SLA: 1 business day

8. SCHEDULING
   Owner: Content coordinator
   Output: Content scheduled in CMS/social tool
   SLA: Scheduled 2+ days before publish date

9. PUBLISH
   Owner: Automated or content coordinator
   Output: Content goes live

10. DISTRIBUTE
    Owner: Content team + social + email
    Output: Promotion across channels
    SLA: Distribution begins within 1 hour of publish

Editorial Calendar Template

# [Brand] Editorial Calendar — [Month Year]

## Monthly Focus
- Theme: [Monthly theme or campaign focus]
- Key dates: [Events, launches, deadlines]
- Pillar distribution: [Pillar A: X%, Pillar B: Y%, ...]
- Content volume target: [X pieces across all channels]

## Week 1: [Date Range]
| Date | Content | Format | Channel | Pillar | Owner | Status |
|------|---------|--------|---------|--------|-------|--------|
| Mon  |         |        |         |        |       |        |
| Tue  |         |        |         |        |       |        |
| Wed  |         |        |         |        |       |        |
| Thu  |         |        |         |        |       |        |
| Fri  |         |        |         |        |       |        |

## Week 2: [Date Range]
[Same structure]

## Week 3: [Date Range]
[Same structure]

## Week 4: [Date Range]
[Same structure]

## Content in Production (Publishing Next Month)
| Content | Format | Owner | Status | Target Publish Date |
|---------|--------|-------|--------|---------------------|
|         |        |       |        |                     |

## Content Backlog (Prioritized Ideas)
| Idea | Pillar | Priority | Notes |
|------|--------|----------|-------|
|      |        |          |       |

Team Workflow and Responsibilities

RACI for Content Production

Activity	Content Lead	Writer	Editor	Designer	SME	Stakeholder
Ideation	A	C	C	I	C	C
Briefing	R/A	I	I	I	C	I
Drafting	I	R/A	I	I	C	I
Editing	I	C	R/A	I	I	I
Design	I	C	I	R/A	I	I
Approval	A	I	I	I	I	R
Publishing	R/A	I	I	I	I	I
Distribution	A	C	I	C	I	I

R = Responsible, A = Accountable, C = Consulted, I = Informed

Tools and Platforms

Calendar and Project Management

• Notion: Flexible, good for small-medium teams, combines calendar + briefs + assets
• Asana / Monday.com: Structured workflows, good for larger teams with defined processes
• Trello: Simple kanban boards, good for small teams
• Airtable: Spreadsheet-database hybrid, excellent for content calendars with custom views
• Google Sheets: Free, collaborative, sufficient for small teams

Content Scheduling

• CMS scheduling (WordPress, Webflow, Ghost) for blog and website content
• Buffer / Hootsuite / Sprout Social for social media scheduling
• Mailchimp / ConvertKit / Customer.io for email scheduling

The Integration Principle

The best editorial calendar is the one the team actually uses. Avoid tool sprawl — one source of truth for what is publishing when.

Common Pitfalls

1. Planning too far ahead in detail. Quarterly themes yes, specific blog titles three months out no. Things change.
2. No buffer for reactive content. If every slot is filled, you cannot respond to timely opportunities.
3. Calendar without briefs. A title on a calendar is not a plan. Every piece needs a brief before production begins.
4. Ignoring production capacity. The calendar should reflect what the team can actually produce, not what leadership wishes they could produce.
5. No distribution plan. Publishing is not the finish line. Budget time and calendar space for promotion.
6. Single-channel thinking. Plan cross-channel from the start, not as an afterthought.

Quality Gate

Before the editorial calendar is operational:

• Quarterly themes and pillar distribution are defined
• Content cadence is realistic given team capacity
• Pipeline stages are defined with owners and SLAs
• Calendar includes all channels (blog, email, social, video, etc.)
• Seasonal and event dates are mapped for the quarter
• 10-20% of calendar slots are held as buffer for reactive content
• Every scheduled piece has an assigned owner and deadline
• Distribution is planned alongside creation, not as an afterthought
• The team has agreed on the calendar tool and workflow
• Backlog of prioritized content ideas exists for pipeline continuity