How to Build an Editorial Calendar

If you’ve ever found yourself scrambling to post something – anything – on your company’s blog or social media, you’re not alone. Content often slips down the priority list, especially when things get busy. But when content is inconsistent, disjointed, or sporadic, it reflects on your brand.

That’s where an editorial calendar comes in.

What is an editorial calendar?

An editorial calendar is more than a list of topics and deadlines – it’s a framework that helps your business create, manage and publish content in a strategic, consistent way. At a glance, it shows you:

• What content is being created
• When and where it’s being published
• Who’s responsible
• How it supports your wider goals

It’s not just a marketing tool – it’s a visibility tool. For you, your team and your audience.

Do I need an editorial calendar?

If you’re publishing ad hoc, struggling to stay consistent, or not sure how each piece of content supports your business objectives, the answer is yes.

Here are a few signs that you might need an editorial calendar:

• Inconsistency: Content gets created only when someone remembers or has time.
• Lack of alignment: What’s published doesn’t always tie back to strategy or business goals.
• Wasted effort: Good content isn’t being repurposed or shared effectively.

When clients start using an editorial calendar, the change is immediate: more consistency, clearer messaging, stronger engagement. It creates momentum – with regular blog updates, fresh content for social and a more cohesive brand story.

How I build and use editorial calendars

My background in publishing has shaped the way I approach editorial planning. In print, we didn’t move deadlines wherever possible. We planned well, and we stuck to the schedule. That same mindset underpins how I now work with in-house marketing teams and content leads.

Here’s how I typically work:

Step 1: Set the strategy

Before building a calendar, you need a content strategy. What are your goals? Who are you talking to? What do you want the content to achieve?

In ClickUp, I keep a strategy document alongside the calendar, so it’s never out of sight.

Step 2: Map your channels and content types

Think blog posts, social updates, newsletters, reports – whatever suits your goals. For most clients, I create a master calendar that spans multiple formats and platforms.

Step 3: Choose the right planning horizon

Monthly is too short. Annually is too long. I work in quarterly cycles – it gives enough scope to align with campaigns while staying flexible.

Step 4: Build your calendar

I use ClickUp’s calendar and Gantt views to plot everything out. This allows me to:

• Assign tasks
• Track production stages
• Spot gaps or overlaps
• Adjust when reactive content is needed

Every piece of content includes briefing time, keyword research, writing, internal reviews, proofreading, and uploading. Nothing is left to chance.

Step 5: Keep a bank of ideas

Even with the best planning, inspiration doesn’t always strike on schedule. I keep a running document of content ideas – blog titles, themes, campaign hooks – ready to plug in when needed.

Templates, tools, and what to include

There’s no one-size-fits-all template. I tailor calendars to each client’s workflow and resources. However you format it – spreadsheet, ClickUp space, Notion doc – make sure it includes:

• Topic/title
• Format (blog, newsletter, video, etc.)
• Channel(s)
• Target audience or stage of the funnel
• Goal or CTA
• Keywords (if relevant)
• Owner
• Status and deadlines

The tool is less important than the habit – making content planning a regular part of your marketing rhythm.

Make your editorial calendar work for you

A good editorial calendar should:

• Support your goals
• Work for your team
• Allow for both structure and spontaneity

I review calendars monthly and plan quarterly, aligning with broader campaigns and business objectives. It’s the balance between being proactive and reactive – between structure and flexibility – that keeps content working hard for your brand.