2019-12-30 15:00Blog post

What’s an Editorial Calendar and Why Is It Important?

By Ijeoma Kanu

As 2019 comes to an end and the holiday season takes over, it’s easy to get caught up in the festivities and pull back at work.

However, now is a crucial time to plan for the year ahead.

Here are some important PR and marketing questions you should be answering:

- What are your priorities for 2020?

- What messages do you want to communicate to your customers?

- How can you make sure your content is timely and relevant?

The answer to these questions can be found in an editorial calendar (also known as a content calendar).

An editorial calendar is an organized collection of topics and related information that allows you to be efficient and cost-effective. It’s important to ensure that a content calendar is created based on your PR and marketing goals.

What do you hope to accomplish in the new year? What new products are you going to announce?

Planning content ahead of time does bring challenges, but it’s still critical to follow a schedule that gives you the ability to strategically plan and track content distribution and updates.

So, what should be incorporated in an editorial calendar to support your PR and marketing campaign objectives?

    1. Events: Events are great opportunities to launch successful PR campaigns. Adding events to your editorial calendar gives you room to proactively develop content that targets new audiences, as well as existing ones.

    2. Articles: Creating and publishing articles (via a blog or other owned channel) demonstrates expertise and experience, so plan to develop these! Be strategic in potentially pitching to niche media outlets that will welcome topics like yours.

    3. Press Releases: Planning content for press releases lets you to keep your company name and message fresh and top of mind with journalists and influencers. Using a press release distribution solution and planning well in advance helps PR and marketing teams coordinate efforts, leading to integrated campaigns and greater success.

    4. Social Media: Sharing your PR and marketing content across owned social media channels is a great way to not only increase awareness about your brand’s messaging and products, but also create real-time engagement with customers. When social media content is prepared in advance, it’s easy to take advantage of moments in the cultural calendar when people are already talking about specific events and themes online. Then, you can find a unique and authentic way to insert your brand into the conversation.

Planning content in an editorial calendar and thinking long term not only maintains high-level organization, it also allows you to be flexible with new opportunities when they arise.

Having an editorial calendar helps you to develop content within deadlines and achieve your PR and marketing goals!


About Notified

Notified was founded in 2010 and quickly became a disruptor in Sweden and across the Nordics. From the beginning, our goal has remained the same: to create a truly unique platform for PR and marketing professionals; one that delivers deeper, more actionable insights from social data and earned media, and brings the entire communications workflow into a single platform. In April 2019, Notified was acquired by Intrado, a global leader in digital communications.