Editorial Plan: what is and why you need it

Editorial Plan: what is and why you need it

At the beginning of a successful digital marketing strategy, it’s important to prepare an editorial plan to follow to develop a good strategy and reach the aimed goal.

An editorial strategy is a roadmap to create and share content to get a specific goal. Means organize your publications on social media, blog, news sites, or any other format in a meaningful way, to reach the results you want.

Why you need an editorial plan?

The Editorial Plan is usually prepared on a monthly basis and helps you in organizing and strategizing your content. Especially when you need to create many different types of content, like blog posts, SNS contents, emails for email marketing,., you will be able to save time and increase your results. For example, if you want to generate leads from a specific audience, you will have clear which type of content you have to make.

You will be able to research the keywords to use on your blog post and website, improving the search engine optimization and you can create content to support your campaigns, to create more impact.

The Editorial calendar also helps you in be consistent in your posting schedule, creating a variety of contents that show your values, your vision, and allow you to reach the different segment of your target audience. There are many editorial calendar templates that can help you plan your calendar more effectively, or you can contact a specialist like us to develop a proper strategy for your business

How to make an editorial plan

Step 1: Define the audience

It’s important to try to narrow the audience as much as possible, creating buyer personas and think about standard factors like age, gender, occupation, interests. Then proceed to try to define where they browse, what they are interested in, what are their needs, and so on.

Step 2: Contents guidelines

Define the type of content and who will create them (hire writers? Pay freelancers? Repost from other sources?). Define the editorial quality standard, the style of contents, choose a tone of voice. It’s also important in this phase to have clear the value of your brand and the related topic that you can include in your storytelling.

Step 3: Research Topic and Strategy

Once you have clear to WHO you’re talking about and WHAT you want to tell them, you should start to think about the content to create to reach a specific goal. For example, for lead generation you might need downloadable content; to drive traffic to your website maybe you need useful articles like “how-to” or lists, to make more sales, you can explain more about your products or offer special treatment.

Of course, you need to keep checking and analyze the results you get with your editorial plan, in order to adjust it according to the performance and the new input that you learn from the action of your audience. In the editorial plan, there are all the guidelines and strategies that help you to deliver the right content, to the right customers at the right time.

Elements of an editorial calendar

Every editorial plan is different and modeled on the needs of your business, but here some elements that you must consider while making:

  • Frequency: for how long you’ll use this strategy? How many contents do you need to generate? How often you will post on each channel?
  • Goals: The general goal and the smaller goals that you expect with a specific action. Of course, the smaller goals have to be related to the general one.
  • Format: blog articles, checklist, downloadable, …  It’s important to keep control as it facilitates content recycling later in time, with a different format.
  • Deadlines: define when specific contents must be created, edited and posted. It’s also important to make clear who will be in charge of each deadline.
  • Report: Performance needs to be assessed in terms of traffic, conversion, engagement and other digital metrics, and that data should be written down below every piece of content. This will help improve strategy on an ongoing basis.


An editorial strategy takes a lot of time, but it’s a complete way of knowing where you need to show up with which type of content to hit your marketing goals for months and years to come.

Don’t get overwhelmed with all possible options but start simple and focus on an editorial strategy that will create results both for your business and your target audience. Use this strategy to turn great ideas into tangible actions on your calendar and start executing them.

editorial plan infographic