Editorial Planning and Calendars
An editorial calendar is a set of decisions about what to publish, for whom, when and why. I build the plan behind the calendar, so each piece has an owner, a deadline and a reason to exist.
Editorial planning turns a content strategy into a working schedule. I define the themes and topics the calendar will cover, set a publishing cadence the team can sustain, and map each piece to a channel, a persona and a goal. The result is a calendar that shows what is in research, in draft, in review and scheduled, along with the briefs, owners and dates behind every entry. It is a planning tool, not a wish list.
I plan from the business calendar outward. An editorial plan starts with the launches, seasons, events and campaigns already on the books. Topics then fill the space between those fixed dates, drawn from keyword research, persona questions and the pages that need a refresh. Each entry gets a stated purpose, so the calendar can be cut when capacity changes without losing the pieces that matter.
I work inside the tools and rhythms your team already has. The calendar lives where writers, designers and approvers can see it. The workflow stages match how your content management system actually publishes. Review steps for legal or compliance are built into the dates rather than bolted on at the end. I run the planning sessions, keep the backlog groomed and hand the calendar over with a routine your team can keep running without me.
What editorial planning includes
Editorial Calendar
A working calendar, usually a shared spreadsheet or the scheduling view in your CMS, with publish dates, channel, format, owner, persona, target keyword and status for every planned piece.
Theme and Topic Pipeline
A prioritized backlog of topics grouped under quarterly or seasonal themes, each scored on audience demand, business priority and effort, so the next slot on the calendar is never an open question.
Content Briefs
A brief template and completed briefs for the first planning cycle. Each brief covers the audience, the question the piece answers, target keyword, format, length, internal links, calls to action and the reviewer who signs off.
Cadence and Capacity Model
A publishing cadence by channel matched to the hours your writers, designers and reviewers actually have, so the calendar commits to a rate the team can hold through a busy quarter.
Workflow and Roles
Defined stages from idea to publication and the handoffs between them, with a named owner for drafting, editing, design, compliance review, publishing and promotion at each step.
Refresh Schedule
Calendar slots reserved for updating published pieces, with the trigger for each one, such as a seasonal date, a product change or a drop in search traffic, so maintenance is planned work.
How I plan the calendar
Fix the anchors
I start with the dates that are not negotiable: launches, campaigns, events, seasonal peaks and reporting periods. Those go on the calendar first and everything else is planned around them.
Build the topic backlog
I gather topics from keyword research, persona questions, sales and support conversations and existing pages due for a refresh, then score and sequence them under themes.
Set cadence and workflow
I match the publishing rate to real capacity, define the stages each piece moves through, and assign owners and review steps so a deadline on the calendar means something.
Run the cycle and adjust
I facilitate the first planning sessions, write the opening briefs, and review performance in analytics at the end of each cycle so the next one is planned on evidence.
Where this comes from
I have planned content as a publisher and as a marketer. At TN Marketing I ran subscription-based instructional web communities built on articles and video tutorials, overseeing CMS publishing, on-page SEO, UX and video production. At UnitedHealth Group I owned the website roadmap, directed creative services and ensured healthcare content met regulatory, risk and security standards. At Polaris I aligned website initiatives with product launches and campaign priorities. As a consultant I define persona-based content strategies and the content governance that supports them.
See my experienceOne of the many things that stands out about Brittany is her great work ethic. Brittany stays on top of all tasks in front of her and takes the time to ensure that things are done right the first time. She doesn't shy away from a challenge and makes sure all of her work is in the very best interest of the client.
Social Media and Digital Marketing Professional
Worked on the same team
Frequently asked
How far ahead should an editorial calendar be planned?
Far enough to cover your longest production cycle plus the next fixed date on the business calendar. For most teams that means a detailed quarter and a lighter view of the following one. Beyond that I keep a themed backlog rather than dated slots, so the plan stays honest when priorities move.
What tool do you use for the calendar?
Whatever your team will actually open. The calendar can live in a shared spreadsheet, a project board or the scheduling view of WordPress, Drupal or Adobe Experience Manager. The fields matter more than the tool: date, channel, owner, status, persona, target keyword and goal. I set those up and document how to keep them current.
Do you write the content as well as plan it?
I plan, brief and edit, and I can write the first pieces to set the standard, but the calendar is designed for your writers or agency to fill. Each entry comes with a brief detailed enough that a writer who was not in the planning meeting can produce the piece without a second conversation.
How do you handle compliance review in the schedule?
I build review time into every dated entry rather than treating it as a surprise. I know from UnitedHealth Group, where healthcare content had to clear regulatory, risk and security review, how long that takes and where it stalls. The workflow names the reviewer, the stage where review happens and the lead time it needs.
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