Editorial calendar: how to create in your business

Editorial calendar

It is common for people to believe that to create and maintain a blog or a professional page on social networks, it is enough to make a few posts. However, it is necessary to have quality, consistency and connection between the contents to generate effective results.

An editorial calendar is a tool that will help on this journey. It is essential for anyone wanting to improve brand metrics and traffic through content production. This is because it allows for the organization and clarity of the publications strategy.

So, if you want to learn how to create your business’s editorial calendar and leverage results in digital marketing, check out this article. Good reading!

What is an editorial calendar?

Editorial calendar is a schedule used to organize the content of the publication strategy of a brand or person. The blog or social networks that have this organization will never have periods of fluctuation in posts.

In content marketing, the editorial calendar cannot be neglected at all. Without it, no matter how much the team has great ideas, the information will not connect with each other and the user will not connect with your channel.

Why have an editorial calendar?

The editorial calendar contributes to the quality of published content. That’s because nothing is done last minute or without a well-thought-out strategy. In the case of blog posts, for example, this planning allows you to choose the best keywords, good references and suitability for the steps in the sales funnel.

Thus, the person responsible for the posts will be able to make publications that talk to each other and attract the reader to visit that channel frequently. Undoubtedly, having a frequency of publications is important to engage the audience and create a routine in the relationship.

By the way, if you’re interested in finding out more about how to generate organic traffic to your website, sales page or online course, check out the video:

How to set up an editorial calendar?

Choose the tool

Choosing the ideal tool is a very important step, as it will make the editorial calendar put into practice. Therefore, whether you work alone or if you have a team, see which is the most intuitive and practical way, so that the programming is constant and brings good results.

Next, we’ll suggest some options. See and define yours.

Paper schedule

We are in a computerized world and online platforms make the processes much easier, especially when it comes to teamwork. However, there are still people who cannot adapt to computer planning.

So, it’s okay to use the diary, as long as it’s well organized and the information doesn’t get confused. A disadvantage of the tool is the possibility of an accident occurring and losing all the content that was placed on the agenda.


Spreadsheets are versatile and allow the user to make whatever adaptations they prefer. It’s a great option, considering that you can create a structure in the spreadsheet, in which you can add dates and other fields that will make viewing easier.

If the spreadsheet is in the cloud and everyone can see the changes in real-time, it’s even more practical. We recommend using Google Drive as it is easy to use, adapts to all devices and the entire team can contribute.


Another suggestion is to use software like Asana. It can be accessed either by PC or cell phone and you can include the entire team to follow the schedule. At Asana it is possible:

  • Define deadlines and those responsible;
  • Add custom fields;
  • Monitor the progress of processes;
  • Receive notifications.

Make a plan

Frequency and places of publication

It’s time to define how your posts will be. So, choose where the publications will be made:

  • Blog;
  • Instagram;
  • LinkedIn;
  • YouTube ;
  • Facebook;
  • Email;
  • Between others.

You can choose how many channels you want to publish. But then define how many times a month each media will receive content. Be realistic and really think about your productive capacity, this will be essential in the next steps.

Here at Hero, we use different content formats (like text and video) and multiple platforms to manage (like Instagram, YouTube, blog and email). So we need a good editorial calendar so that nothing is left to be desired or forgotten.

Content Categories

Defining some content categories will help a lot when planning the content to be produced. So, list between 3 and 4 themes that have to do with your niche and your persona.

For example, in the case of an info producer who works by helping other professionals to use social media to sell, the categories can be:

  • Sales strategy ;
  • Personal achievements;
  • Entrepreneurship ;
  • Marketing.

Develop the strategy

The time has come to create your brand’s content strategy, based on everything that was thought of in the previous topics. So, take your chosen tool and include the following points in your calendar:

  • Delivery date;
  • Publication date;
  • Place of publication;
  • Responsible;
  • Stage;
  • Pillar/content editing;
  • Schedule.

The ideal is to fill in the information fortnightly or monthly. Thus, the team can work in advance and the unforeseen will not disrupt the flow of brand publications.

Track metrics

When the strategy is put into practice, doubts will start to emerge and this is precisely the time to optimize everything that has been created. Some factors to be analyzed are:

  • Calendar usability;
  • Need for new information;
  • Whether the language fits the persona;
  • Conversion rates ;
  • Public acceptance and engagement.

With this, it will be possible to review the strategy and improve the weaknesses. Don’t be afraid to change, as it’s the small changes that can make all the difference in your content’s results.

Start your editorial calendar and see the difference it will make in the performance of your content. Remember that you can start less often, but always follow a line of reasoning that engages the user.


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