In fact, research has shown that the conversion rates seen in content marketing are as much as six times higher than in other methods.

But with so many different platforms, and many businesses relying so heavily on content marketing, being able to organize your time and resources is essential if you want your campaigns to be successful. That’s where a content marketing editorial calendar comes in.

Benefits of using a content marketing editorial calendar

Setting up your calendar helps you to organize and plan your future tactics. It can also help you to streamline your content operations and stay focused.

Some of the key benefits that a content marketing editorial calendar can bring are:

●       Being able to plan future keywords and key phrases in order to maximize your web traffic

●       The ability to tailor content to meet the specific needs and interests of your audience

●       A clear view of which types of content are working and which types aren’t

●       Added flexibility, which can help you to achieve your long and short-term goals

●       It can help you to research new topics and fresh ideas. If you know which topics work, and which variations work better, then you know in advance what you are aiming for

●       You can time your future posts in a way that can drive engagement and results

As with most areas of business, your content needs to be planned. By creating a calendar, you will have a clear foundation for this, which in the long run will help you massively. Maintaining a publishing schedule helps to ensure that all your team members are working towards the same goals, both in the long term and with individual campaigns.

The only problem is, a lot of business owners are unsure how they can make their calendar run effectively. Here are our top tips for creating a content marketing editorial calendar:

What should be included?

The first step to building an effective, organized editorial calendar for your content is deciding what needs to be included. What information do you need in order for your process to run smoothly? This can be tailored according to the size of the organization, the amount and type of content that’s being produced, and the number of people working for you. Some of the key information that you can include is:

  • Your target audience. This includes information about their interests, as well as their buying stage. You should also log the person who is responsible for developing the content.
  • Which keywords, topics, titles, headlines, and call-to-action should be included in the content.
  • The due date for the initial content, as well as the due dates for editing and publication. If you run or work for a large organization remember to include time for legal or fact checking if needed.
  • The format and delivery method. For example, will the content be in the form of text? Or will it be images or videos? And where will it be published? It could be posted on a blog, social media, or somewhere else.
  • A list of all the content you are publishing. This includes externally produced content, existing content, and content you are developing in the future.

Organizing your calendar

Your calendar should always be set up in a way that is simple to understand and that works well for you. Each business is different and has varying needs and this should be reflected in the way the information is laid out. One example could be that, if you’re using a spreadsheet, you could have separate tabs for each month. Some of the columns could include:

  • Type of content
  • Headline or title
  • Who the piece is for
  • Who is responsible for writing and creating the content
  • Due date
  • Platforms it will be published on
  • Notes
  • Call to Action

You can add additional sections, like new ideas that you are considering. This is a great way to include any other employees in the creative development process. Also, you need to make sure that you have a system in place, for instance, color coding, which will help you to stay organized.

Be flexible with your content

Alongside other methods, like branding, unique logos, and email campaigns, content marketing can really enhance your brand’s identity and your customers experience. Your content should be tailor-made and high-quality at all times. That’s why, lastly, it’s important to remain flexible. If you get new opportunities, your calendar can be adapted.

If you get higher engagement at certain times, you need to take this into account. In addition, look at what your competitors are doing. Even if you can’t produce as much content as them, you can produce content that’s more valuable, which will give you an advantage going forward.


Most business owners understand how important content marketing is. That’s why it’s so important to get it right. Developing an editorial calendar for your content can help you to stay focused and organized, and to achieve higher levels of engagement and customer satisfaction.


**About the Author: Michelle Deery is a copywriter and editor for Heroic Search, an SEO agency based in Tulsa. Her content has been featured in Entrepreneur magazine. When she’s not producing top-notch content about content, you can find her on Twitter.