CMO'S Guide To Creating A Killer Editorial Calendar

A CMO’s job is a highly influencial role. They are responsible for gaining the attention of your audience and opening the door of conversation with potential clients. Published articles, blogs, podcasts, and social media posts are designed to organize the information opportunely. In other words, we want to educate our audience and give them value. We know creating content is an essential piece for becoming an expert and gaining credibility in any field, but organizing your editorial calendar will only better your opportunity of connecting with your audience. Sharpening your tools by planning ahead, only ensures effectiveness and better results.

Pareto’s rule of 80/20:

A skilled CMO spends only 20% of their time creating content and 80% of the time sharing it. This is because quality content is only as effective as the effort to promote it. If no one sees a blog, it does not matter how insightful or well-written it is. That’s why it is important to spend the time mapping out an editorial calendar. It’s easy to get lost in the creation and not follow through.

Organizing your Calendar:

The editorial calendar can be as simple or as complicated as you want. There are many fantastic softwares available, like Co scheduler, which will help you map out the publication and boosting dates and make promoting content easier. However, some CMOs find a Google spreadsheet is just as effective. What matters most is the system you use fits the form and function of your objectives. If you work with a team, it is best to ditch the paper calendar and upgrade to something more collaborative.

What to Include in your Calendar:

Start with the basics, the title, draft date, publication date, and platform. You may even choose to add notes about what inspired the content or demographics of the target audience. However, remember that the job of a CMO is to take the time to think about strategy. It is important to start with your goals for each campaign and work backward. From here, your editorial calendar will define what to publish on which platforms, when to republish, and who to engage with right before and after the publication of content.

Other helpful tips:

We have found that one of the best ways to promote our content is through email campaigns. That is, after creating each piece of great content, we send an email to a section of our readers asking them to have a look. If you produce weekly or bi-weekly content, you may consider segmenting your mail list to keep your audience from becoming overwhelmed with emails. This email should be included in your campaign dates on the calendar including which list you plan to send it to.

Lastly, use your calendar to track data. You’ll never know how well your strategy is working if you do not track reader retention, the number of subscribers, time spent reading, reader feedback and sentiment. Often, this is the most perplexing part of being a CMO. Data is not always easy to manage, but with frequent reflection, I trust anyone can create a great system.

If you are looking for advice and tools to get started on your editorial calendar, do not hesitate to email us: We are more than happy to assist you in creating a marketing strategy that is personalized to fit the needs of your company.