A couple of years in the past, I inherited a content material calendar that was actually only a Google Sheet — no dates, no homeowners, and half the cells fully empty. I spent two straight weeks making an attempt to untangle what was going reside, what was already printed, and what someway didn’t exist in any respect.
That have made it painfully clear: With no actual editorial calendar, even the perfect content material technique falls aside. As of late, it’s the very first thing I construct after I signal a brand new shopper.
On this publish, I’ll stroll by way of what an editorial calendar is, share the ideas I’ve picked up for creating one that really works, and embrace a couple of templates that will help you get began.
Desk of Contents
What’s an editorial calendar?
An editorial calendar is a planning instrument that helps you manage, schedule, and monitor content material throughout channels. It exhibits what’s being printed, when, the place, and by whom — so nothing slips by way of the cracks.
Whether or not you’re managing a weblog, podcast, electronic mail publication, or a dozen social accounts, an editorial calendar offers you visibility into your content material pipeline. It helps you notice gaps, plan forward, and hold your group aligned, particularly when a number of individuals are creating or reviewing content material.
There’s no one-size-fits-all format. I’ve used every thing from easy spreadsheets to full-blown mission administration instruments, relying on the dimensions of the group and complexity of the technique. What issues most is that it suits your workflow and makes it simpler to remain constant.
Earlier than you select a format or instrument, take a step again and take into consideration the way you’ll truly use your editorial calendar. Listed here are a couple of key questions I like to think about:
- How usually are you publishing content material? Each day weblog posts? Weekly newsletters? Quarterly campaigns? Your cadence will affect how a lot element it’s good to embrace.
- What sorts of content material are you managing? For those who’re juggling weblog posts, movies, and social media, your calendar ought to make it simple to see what’s going the place and when.
- Who wants entry? If it’s simply you, a easy spreadsheet may work. However if you happen to’re collaborating with writers, designers, and approvers, you’ll need one thing extra dynamic.
- What levels does your content material undergo? Outlining, writing, modifying, design, approvals — map out your workflow so your calendar displays the actual steps behind every bit of content material.
- How do you and your group wish to work? Some groups favor a visible board. Others need color-coded spreadsheets or deadline-driven timelines. Go along with the system that helps your precise habits, not simply the fanciest software program.
You’ll revisit a few of these questions later once we stroll by way of methods to construct your calendar. However if you happen to’re already nodding alongside, you’re off to a powerful begin.
Editorial Calendar Advantages
I’ve by no means constructed an ideal editorial calendar on the primary attempt. It at all times takes somewhat trial and error to search out the correct construction, cadence, and instruments for the group.
However as soon as it clicks, it takes your content material from scattered and reactive to strategic and constant. Listed here are a couple of of the largest advantages I’ve seen (each for myself and the groups I work with).
Improves content material high quality and consistency.
I used to put in writing content material week by week, and whereas it technically labored, it was exhausting. As soon as I began planning forward with an editorial calendar, I may concentrate on high quality as an alternative of scrambling. It helped me batch concepts, construct an actual technique, and keep constant with out burning out.
Extra probabilities to innovate.
A few of my greatest content material concepts have come from taking a look at a calendar and realizing, “We’ve by no means tried XYZ.” When you’ll be able to zoom out and truly see your content material plan, it’s simpler to determine patterns, keep away from repetition, and carve out house to experiment — whether or not that’s testing a brand new format or tying a marketing campaign to a development.
Helps accountability.
I’ve labored on groups the place nobody knew who owned what and content material simply stalled. Now, I at all times embrace clear homeowners and deadlines in each calendar I create. It retains issues shifting, reduces bottlenecks, and helps each contributor really feel extra in charge of their piece of the puzzle.
Streamlines processes.
Each group I’ve labored with has had barely totally different workflows. Editorial calendars have helped me translate these processes into one thing visible and actionable. I map out each step, from draft to assessment to publish, so nothing will get misplaced and everybody is aware of the place issues stand.
Higher teamwork.
When your content material plan is caught in somebody’s head (or hidden in an inbox), collaboration turns into a guessing recreation. I’ve discovered that even a primary shared calendar creates extra transparency, which results in higher suggestions, fewer missed handoffs, and smoother cross-functional work.
Improves your group expertise.
In line with a latest examine, 56% of entrepreneurs are frightened about burnout of their present function.
I’ve seen firsthand how chaotic content material planning can put on a group down. However when there’s a transparent calendar in place, issues really feel calmer. There’s much less stress, fewer fireplace drills, and extra room for creativity — all of which provides as much as a greater expertise for everybody concerned.
Gives clearer knowledge insights.
Editorial calendars aren’t only for scheduling — they’re additionally a report of what’s been completed. I exploit mine to trace content material efficiency over time, spot what’s working, and modify accordingly. It’s helped me make extra knowledgeable choices and present purchasers precisely how their content material is driving outcomes.
Who ought to use an editorial calendar?
For those who’re publishing content material commonly, even when it’s just some posts a month, you want an editorial calendar. I’ve seen solo creators, startups, and world groups all profit from having one place to plan, align, and keep on monitor.
Listed here are a couple of teams I’ve labored with who actually profit from having editorial calendars.
Public Relations
PR professionals are continually juggling media outreach, press releases, thought management, and marketing campaign tie-ins. I’ve labored with PR groups who use editorial calendars to align messaging throughout channels and ensure each alternative will get the visibility it deserves with out stepping on anybody’s toes.
Newspapers/Magazines and Different Information Retailers
Editorial calendars have lengthy been a staple in newsrooms, and for good motive. These groups juggle fixed deadlines, a number of contributors, and a mixture of evergreen and time-sensitive content material.
As HubSpot blogger Erica Santiago places it, “I used to put in writing for a newspaper in my early profession as a journalist. I wanted an editorial calendar to trace when my work would get printed or after I needed to publish one other contributor.”
That sort of visibility is simply as necessary as we speak, particularly for digital media groups managing fast-moving content material pipelines.
Company Communications Groups
In company settings, I’ve seen comms groups use calendars to maintain inner and exterior messaging organized. From government updates to worker newsletters to disaster communications, an editorial calendar helps be certain the correct content material goes out on the proper time, and will get accepted by the correct folks first.
Content material Creators
Whether or not you’re managing a weblog, podcast, YouTube channel, or the entire above, having an editorial calendar can take your workflow from messy to manageable. I at all times suggest creators construct a easy system to plan forward, keep constant, and hold content material aligned with their objectives.
Social Media Managers and Coordinators
I’ve labored as a social media supervisor, and I can inform you … with out an editorial calendar, issues unravel quick. Between platform deadlines, publish approvals, and asset coordination, it’s means too simple to lose monitor.
I used calendars to map every thing out by date, platform, and marketing campaign. It helped me keep forward, hold messaging constant, and make house for reactive posts with out sacrificing the large image.
Tips on how to Create an Editorial Calendar
There’s nobody proper technique to construct an editorial calendar. It actually depends upon your group, your instruments, and your workflow. However through the years, I’ve discovered a couple of constant steps that make the method smoother, whether or not I’m constructing a calendar from scratch or cleansing up a messy one.
1. Outline your audience and content material themes.
Earlier than you add a single date to a calendar, get clear on who you are creating content material for and why. After I onboard a brand new shopper, that is at all times my first step. I take a look at personas, buyer journey levels, and what kinds of content material have labored properly previously. From there, I construct out core themes and matters to information planning.
For those who don’t take the time to know your viewers, your content material plan gained’t have a lot route. I’ve seen groups waste time creating high-effort items that by no means land — not as a result of the content material was dangerous, however as a result of it wasn’t what their viewers wanted. Getting this half proper helps you select the correct matters, timing, and tone from day one.
2. Define content material objectives and KPIs.
Your calendar ought to replicate your technique, not simply your to-do listing. I at all times align the calendar with broader objectives and metrics, like enhancing natural site visitors or rising publication engagement. That means, each publish has a objective, and it’s simpler to measure what’s working.
3. Select a format on your editorial calendar.
I’ve used every thing from Google Sheets to Asana to customized Notion boards. What issues most is choosing a format your group will truly use. Earlier than locking something in, I at all times ask:
- How do you wish to work?
- What instruments are you already utilizing?
- Who must see or contribute to the calendar?
The aim is to scale back friction, not add one other layer of complexity.
4 Kinds of Editorial Calendars
Earlier than you select a format, it’s price understanding your choices and the tradeoffs that include each. Like I stated earlier than, I’ve used every thing from spreadsheets to full-scale editorial instruments, and every setup has its strengths (and limitations).
Under, I’ll stroll by way of the most typical varieties I’ve labored with and break down the professionals and cons of every.
Editorial Calendar Spreadsheet
Spreadsheets are easy, versatile, and simple to share — particularly for small groups or solo entrepreneurs. I’ve constructed loads of calendars in Google Sheets and Excel when purchasers didn’t want something fancy.
Execs
- Simple to arrange and customise.
- Nice for organizing publish particulars and deadlines.
- No studying curve.
Cons
- Tougher to visualise your schedule at a look.
- Not splendid for collaboration or content material critiques.
Content material Calendar
A content material calendar is a extra visible model of a spreadsheet. It exhibits what’s going reside and when, with extra context like channels, publish varieties, or marketing campaign tags.
Execs
- Helps map content material over time.
- Simple to scan and spot gaps.
- Can embrace color-coding, key phrases, and content material levels.
Cons
- Doesn’t at all times replicate workflow or process possession.
- Could be time consuming to arrange.
- Wants common updating to remain helpful.
Venture Administration Device
Venture administration instruments like Asana, Trello, ClickUp, or Notion are nice for groups with extra complicated workflows. I’ve used them to construct calendars that additionally deal with briefs, approvals, and publishing checklists multi functional place.
Execs
- Helps detailed workflows and group collaboration.
- A number of views (calendar, kanban board, listing, and many others.).
- Simple to assign and monitor progress.
Cons
- Can really feel overwhelming at first.
- Takes setup time and buy-in from the group.
Editorial Calendar Functions
Devoted platforms like CoSchedule or Monday.com mix scheduling with built-in content material planning options. I’ve labored with purchasers who love these for the analytics and integrations, particularly when managing a number of content material streams.
Execs
- Function-built for content material groups.
- Typically consists of marketing campaign monitoring and efficiency insights.
- Useful for groups juggling a number of shifting elements.
Cons
- Could be costly, relying in your wants.
- Some have a studying curve or restricted customization.
Whichever format you select, a very powerful factor is that it really works for you. When you’ve picked a setup that matches your group and workflow, it’s time to arrange your content material by channel and ensure every thing suits into the larger image.
4. Designate your fundamental advertising channels.
Not every bit of content material belongs on each platform, and your editorial calendar ought to replicate that. I at all times begin by mapping out the first channels I’ll be working with: weblog, electronic mail, social, YouTube, and many others. From there, I assign particular content material varieties or objectives to every one.
For instance, weblog content material may concentrate on long-form website positioning, whereas Instagram is the place you experiment with bite-sized suggestions or video. I like to make use of color-coding or tags to make channel assignments simple to scan, particularly if you happen to’re planning cross-channel campaigns.
For those who’re working with a group, this step can be a superb probability to make clear possession. Who’s posting? Who’s reviewing? And the way do all of the shifting elements join?
The extra clearly your channels are outlined, the better it turns into to construct a content material plan that’s centered, strategic, and truly manageable.
5. Assign roles and obligations.
One factor I’ve discovered the onerous means: If roles aren’t clearly outlined, content material will get caught. Even small groups run into points when nobody’s fairly certain who’s drafting, who’s modifying, or who’s answerable for urgent publish.
That’s why I at all times construct possession into the editorial calendar itself. I’ll assign names to every process, define assessment steps, and ensure everybody is aware of the place their function begins and stops. Even one thing so simple as “Draft > Evaluation > Approve > Publish” helps keep away from last-minute confusion.
This additionally helps streamline collaboration, particularly when a number of individuals are touching the identical asset. Clear roles = fewer bottlenecks, higher communication, and extra content material going out on time.
6. Research your competitors’s posting frequency.
I’m not saying it’s good to obsess over what everybody else is doing, however I do assume it’s good to get a way of the content material panorama round you.
After I’m constructing out a brand new calendar, I’ll normally scan a couple of opponents’ blogs and social feeds. How usually are they posting? What codecs do they lean into? Are there gaps you’ll be able to fill or time slots they’re ignoring? I’m not trying to copy anybody, I’m searching for patterns and alternatives.
This sort of fast audit also can reveal the place you’re over or under-investing. Possibly your opponents publish each day on LinkedIn however barely contact YouTube. Which may verify your technique or encourage a shift.
Both means, it‘s useful context while you’re constructing a calendar that’s not simply constant, however aggressive.
7. Plan your posts constantly.
Consistency isn’t only a nice-to-have, it’s one of the vital efficient methods to construct belief together with your viewers and drive long-term outcomes. When content material goes out on an everyday cadence, it’s simpler to remain high of thoughts, construct habits, and make your technique extra sustainable over time.
As Carsyn LeClere, former advertising strategist at Blue Frog Advertising and marketing, defined:
“Content material planning helps present a greater view of all of your advertising initiatives and the way they play into one another. It‘s necessary as a result of it ensures you don’t duplicate content material efforts, cannibalize a subject, miss any initiatives, or neglect any a part of the client’s journey.”
I’ve seen this firsthand. Shoppers who publish on a gradual, predictable schedule are inclined to get higher outcomes and fewer complications. Even easy patterns like “publication Tuesdays” or “weblog Thursdays” give your viewers one thing to stay up for and assist your group keep centered.
That stated, consistency doesn’t imply rigidity. Depart room in your calendar for seasonal campaigns, last-minute updates, or well timed concepts. Simply be certain the muse is regular and that your matters align with what your viewers truly cares about.
When doubtful, I’ll do a light-weight competitor scan or use AI instruments to spark concepts, then gut-check every thing towards the core content material technique. The aim isn’t to publish simply to publish, it’s to publish useful content material commonly and deliberately.
8. Audit and adapt your editorial calendar as vital.
Irrespective of how considerate your plan is, it’s not set in stone. I’ve constructed calendars that regarded good on paper after which needed to fully shift route a couple of weeks in based mostly on outcomes, bandwidth, or enterprise objectives.
That’s why I at all times deal with editorial calendars as residing paperwork. I schedule common check-ins (month-to-month or quarterly, relying on the group) to audit what’s working, flag what’s stalled, and modify the place wanted.
For those who’re seeing low engagement or site visitors, it is perhaps time to revisit your content material combine or timing. For those who’re continually falling behind, the cadence is perhaps too bold. A fast content material audit (even a easy one) can reveal patterns and allow you to refocus earlier than issues actually go off monitor.
Your calendar ought to work for you, not field you in. Make house to assessment, be taught, and pivot as you go.
Editorial Calendar Examples and Templates
I promised you templates and I meant it. These are a couple of of my go-to choices: instruments I’ve used myself or really useful to purchasers after they wanted a greater technique to plan content material.
Some are simple and low-lift, others include extra bells and whistles. However all of them may also help you keep organized, spot gaps, and hold your content material on monitor.
1. HubSpot Editorial Calendar Template
Platforms: Google Sheets, Excel
Okay, I do know this may sound biased given the place you’re studying this, however I genuinely like this template. I’ve used it myself and shared it with purchasers who wanted one thing clear, simple to make use of, and completely free.
The template was constructed particularly for content material entrepreneurs and writers, with fields for titles, meta descriptions, URLs, CTAs, and extra. It’s designed in Google Sheets and Excel, so there’s no studying curve or software program to determine — and no finances wanted.
For those who’re constructing your first editorial calendar or simply need one thing light-weight, this can be a stable place to begin. It’s purely a calendar, not a full-blown workflow, which makes it splendid for solopreneurs or groups who solely want a high-level view of their publishing plan.
Bonus: A couple of rows are pre-filled so that you’re not observing a clean sheet.
2. HubSpot’s Social Media Calendar Template
Platforms: Google Sheets, Excel
Sure, it’s one other HubSpot template, however I wouldn’t embrace it if I didn’t truly assume it was helpful. I’ve repurposed this one as an editorial calendar greater than as soon as, particularly after I wanted a easy technique to manage content material throughout a number of channels.
The month-to-month planning tab is color-coded (an enormous win if you happen to’re juggling content material varieties), and there’s a content material repository tab that makes it simple to repurpose outdated posts or see what’s already been completed.
For those who’re managing social content material alongside blogs or electronic mail, this can be a useful technique to deliver every thing collectively with out getting overwhelmed by a extra complicated instrument.
3. Trello’s Editorial Calendar Template
Trello was truly the primary editorial calendar instrument I used after spreadsheets, and it made the transition really feel means much less intimidating. The drag-and-drop Kanban setup was intuitive, and it didn’t take lengthy for me (or my group) to get the hold of it.
You may arrange columns like “Concepts,” “In Progress,” “Able to Publish,” and transfer content material playing cards by way of every stage, which makes it very easy to see what’s in movement at any given time.
It’s an incredible match for solo entrepreneurs or small groups that need one thing visible and low-lift. Simply know that it may well get a bit cluttered as soon as your publishing quantity picks up or your workflows get extra complicated.
4. Asana’s Editorial Calendar Template
I nonetheless use Asana as we speak, and one in every of my favourite options is how duties can reside in a number of boards directly. It’s extremely useful while you’re working throughout groups or managing content material that ties into greater campaigns.
Asana is a powerful possibility if you happen to want greater than only a calendar. It’s constructed for full content material workflows. You may change between listing, calendar, board, and timeline views, assign duties, set deadlines, and even automate elements of your course of.
It does take somewhat getting used to, particularly in case your group is new to mission administration instruments. However when you’re up and working, it’s onerous to return to the rest. I’ve used it with purchasers and internally, and it’s held up throughout every kind of content material setups.
5. AirTable Editorial Calendar Template
Airtable sits someplace between a spreadsheet and a full-on database, which makes it extremely highly effective, but additionally somewhat overwhelming at first. I’ve labored with groups who adore it for its flexibility, particularly after they’re managing a excessive quantity of content material throughout totally different codecs, channels, and homeowners.
You may customise views, add dropdowns or checkboxes, filter by marketing campaign, and even hyperlink associated belongings throughout tables. For those who want granular management and many construction, it’s an incredible possibility.
That stated, Airtable’s energy comes with a steeper studying curve. I normally solely suggest it for bigger groups or extra superior content material operations — in any other case it may well really feel like an excessive amount of overhead.
6. Monday.com Editorial Calendar Template
I exploit Monday.com with sure purchasers as we speak, and so they love how visible and versatile it’s. You may view content material by standing, marketing campaign, assignee, or timeline — which makes it simple to maintain monitor of what’s going reside and who’s engaged on what.
The setup course of is fairly easy, too. Monday guides you thru making a template based mostly in your objectives, whether or not that’s planning a weblog, working social campaigns, or managing cross-functional content material tasks.
For those who’re dealing with a excessive quantity of content material or collaborating with a number of groups, Monday generally is a highly effective all-in-one resolution. Simply know it might be greater than you want if you happen to’re working solo or favor one thing light-weight.
7. Notion Editorial Calendar Template
I’ve used Notion earlier than and actually like how totally different it feels in comparison with different instruments. It’s much less like a conventional calendar and extra like a residing, respiratory doc — which generally is a enormous plus in case your content material technique is evolving otherwise you wish to work extra fluidly.
What makes Notion stand out is how customizable it’s. You may construct a workspace that features a calendar view, concept tracker, briefs, content material standing, and even efficiency notes, multi functional place. Plus, there’s an enormous template group, so that you don’t have to begin from scratch.
It does take a little bit of setup to get it excellent, however as soon as it’s dialed in, it may be a extremely highly effective (and oddly calming) technique to handle your editorial workflow.
8. Hootsuite’s Content material Calendar
Platform: Google Sheets
This isn’t only a template — it’s an instance of how an actual advertising group runs its content material. Hootsuite’s personal social media group makes use of this Google Sheet to plan, manage, and schedule posts throughout a number of platforms. They even printed an up to date model with step-by-step steering on methods to use it.
The setup is easy and spreadsheet-based, which makes it tremendous simple to adapt to your individual wants. It consists of weekly and month-to-month views, plus house to construct out evergreen content material, all with out counting on paid software program or a steep studying curve.
For those who’re managing loads of social accounts, this provides you a transparent snapshot of what’s occurring and when.
You Don’t Want Good, Only a Plan
After I assume again to the early days of launching campaigns with out a actual system, simply scattered notes, half-finished drafts, and last-minute uploads, it’s wild how a lot smoother issues run with a stable editorial calendar in place.
It doesn’t must be difficult. The most effective editorial calendars are those that suit your precise workflow and allow you to keep centered, not those that look the prettiest in a screenshot. When you’ve received a system that works, every thing else — like technique, collaboration, and consistency — turns into a lot simpler.
Begin with the format that feels most pure, give your self room to regulate, and keep in mind: you don’t must get it good on the primary attempt. You simply must get began.
Editor’s be aware: This publish was initially printed in January 2016 and has been up to date for comprehensiveness.
