Creating an Editorial Calendar

One of the best ways to plan for content in the coming year is to establish a schedule for information you will need to publish or update. This will enable you to:

• Keep content current and relevant
  
• Organize resources based on constituent needs
  
• Consolidate requests
  
• Coordinate with marketing more efficiently
  
• Instill healthy competition among your constituents and internal clients
  

Often people believe they cannot create an editorial calendar because it’s difficult to predict what requests will arise. The best way to look ahead is to look back and speak with your constituents. Probe around these topics:

• Does your organization participate or organize trade shows, provide training or seminars, present industry forums or other types of events?
  
• Is there a planned product/service/new feature launch?
  
• Are there any impending regulatory or industry changes?
  
• What key marketing initiatives are planned for the year?
  
• Are their awards that your organization recognizes or sponsor?
  
• Are you in an industry that is cyclical?
  

An editorial calendar can actually provide more nimbleness by allowing you to make resource changes and accommodate unplanned projects. You will have a list of content fillers and stretchers to work with. By the end of the year your editorial calendar will be established for the following year and all you need to do is update it.

Next: The yin-yang of business objectives


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