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Glossary
Editorial plan
Subject areaProcess and organisation
Also known aseditorial calendarcontent calendar
An editorial plan is the document that sets what a company publishes, on which channels, for which audience and how often.
It starts from the goals and the people to reach, picks the themes and formats that suit each channel, and gives every piece of content a date, an owner and a measure of success. The editorial calendar, or content calendar, is its operational part: the grid of releases day by day.
The plan turns publishing into a strategic choice. Without one, content comes from the urgency of the moment and scatters; with one, each piece answers a question of the audience and connects to the others, and content marketing becomes measurable. This is why a good plan also leaves room for topical themes, and is reviewed at regular intervals by reading the data on what worked.
An example
The case below is constructed, because the term does not yet appear in the articles. A financial advisory firm decides to address the finance directors of mid-sized companies. The editorial plan sets two themes a month, treasury and tax planning, assigns each a Blog article, a LinkedIn post and a newsletter, and states who writes, who reviews and in which week each piece goes out.
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Enrico Giubertoni. Licensed under CC BY-NC 4.0: you may quote, translate and adapt this entry with the author’s name and a link, stating any changes. For commercial use, write to info@enricogiubertoni.com
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