How to Make an Editorial Calendar for your Business Blog
Last week we had a look at some ideas to help get your business
blog going. However one of the most difficult elements of blogging
is consistency. The best way to tackle this is to produce an
An editorial calendar will act as a torch to guide you through
the dark and dangerous world of blogging. It will show the plan for
your blog, the schedule of the content you plan to produce, who
will be writing it and when it is due for publication. This helps
to keep everyone accountable and ensures the blog doesn't hit a dry
There are many different types of editorial calendar and what is
needed will vary from business to business. Today we are going to
through some of the key elements that you will want to consider
including in your editorial calendar.
1. Decide on a Tool
There are multiple tools out there that work well for editorial
calendars. From a simple Excel spread sheet to custom WordPress
plugins like this
one. However in my opinion the best tool for an editorial
calendar is Google Docs, it
provides easy access for multiple users and can be accessed from
We have made up a Google Docs template for you all to use
here, follow the link then click File> Make copy. This will
allow you to use and edit the template.
There are a few key areas in this which are worth going over;
the editorial roadmap allows you plot an overview of events that
are taking place over the year that could have an effect on your
blog and topics.
The calendar section is the most important, this is where you
will put the titles, author and publish date for your planned blog
posts. Other columns such as audience and keywords can be used if
you are doing a more targeted blog campaign.
The ideas sheet allows you and members of your team to submit
ideas for consideration; this is a great way to get all the members
of your team involved with the blog. If you like an idea, simply
move it from the ideas sheet to the calendar.
Tracking your successes and failures is an extremely important
part of blogging, it allows you to analyse what works, what doesn't
and how best to move forward. There are a number of metrics you can
use to track the success of individual posts, number of comments,
social shares and page views all work well.
2. Set Goals
How can your blog be successful if you don't know what you are
trying to achieve? Goals can range from increasing your keyword
coverage to increasing rankings for a specific keyword or better
engaging your customers. Regardless of what your goals are, setting
them from the start is from an important step.
When setting goals be sure to think about how many posts you can
realistically publish per month and who on your team can write
about what subjects.
3. Think About
Using your blog to expand your keyword coverage is a fantastic
way to increase visitor numbers to your site. Targeting
informational keywords that support your main transactional
keywords is my favourite way to use a blog.
For example if you are selling car insurance then your main
keywords might look something like "car insurance in [location]"
"buy car insurance" and so forth. For your blog, you would then
think about what information these people might be looking for
before they run these transactional based searches, this will give
you titles such as "How to Get a Cheap Car Insurance Quote in
Guernsey". This exercise should give you some great ideas for your
blog and will expand your keyword coverage, attract customers
higher up the conversion funnel and build customer trust.
4. Put your Calendar Together and
Once you have decided on goals, brainstormed ideas and
researched keywords it is time to put it all down in your editorial
calendar and get started!
Remember the content of your blog does not have to be
limited to blog posts, check out last week's post for some more
Posted By Ben Inder
Filed under Online Marketing
About the author
Ben has a proven track record of improving the online
visibility of businesses locally and nationally.
Often found with his head buried in analytical data, Ben is a
Google Adwords and Google Analytics qualified Individual.