[GTM glossary](/glossary.txt) Editorial calendar

Marketing

# Editorial calendar

Also known as: content calendar

In short

An editorial calendar is a shared schedule that lists planned content, such as blog posts, emails, webinars, and social posts, with owners, formats, channels, and publish dates. It turns a content strategy into dated tasks.

A calendar answers four questions at a glance: what is going out, who is responsible, where it will appear, and what is due when. Teams typically keep it in a spreadsheet, project tool, or dedicated content platform.

## What to include

* **Title or topic:** A working title and the main keyword or angle.
* **Owner:** The writer, editor, and approver.
* **Format and channel:** Blog, newsletter, video, LinkedIn, webinar.
* **Audience and goal:** Which segment it targets and what it should achieve.
* **Dates:** Draft due, review due, publish date.
* **Status:** Idea, drafting, in review, scheduled, published.
* **Call to action:** The next step you want the reader to take.

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## How to build one

### 1. Start with strategy

List your audiences, main themes, and goals. Every entry should map to one of them.

### 2. Add fixed dates

Mark launches, events, product releases, and seasonal moments first. Flexible content fills the gaps.

### 3. Balance the mix

Combine search-driven articles, sales-support content, and a few high-effort pieces so the team is not overloaded in one week.

### 4. Set a review rhythm

Meet weekly or biweekly to update status, move late items, and add ideas from sales conversations.

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## Example

Say a team publishes two blog posts, one newsletter, and one webinar a month. Its calendar puts the webinar first, builds a post and email around the same theme the week before, and schedules a recap article after. One topic is reused across formats.

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## Common mistakes

* **Calendar as wishlist:** A full calendar without capacity leads to missed dates. Plan to what the team can deliver.
* **No owner per item:** Unowned items slip.
* **Ignoring sales input:** Frequent buyer questions are the best topic source.
* **Never reviewing results:** Mark what performed and drop formats that do not.

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## Editorial calendar FAQs

**What is an editorial calendar?**

An editorial calendar is a shared schedule of planned content that shows topics, owners, formats, channels, and publish dates. It helps a team plan ahead, avoid gaps and overlaps, and keep content aligned with business goals.

**What should an editorial calendar include?**

At minimum: a working title, owner, format, channel, target audience, status, draft and publish dates, and the intended call to action. Many teams also add the target keyword, campaign name, and link to the draft.

**What is the difference between an editorial calendar and a content strategy?**

A content strategy explains why you create content, for whom, and with which goals. An editorial calendar is the dated plan that carries it out. The strategy sets direction, and the calendar schedules the work.

**How far ahead should you plan an editorial calendar?**

Many teams plan a quarter in detail and keep a looser outline for the following quarter. Fixed events and launches go in early, while topics based on current buyer questions are added closer to the date.

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## More related phrases

* [Audiogram](/glossary/audiogram.txt)
* [Content upcycling](/glossary/content-upcycling.txt)
* [Employee advocacy](/glossary/employee-advocacy.txt)

## Similar phrases

* [Content strategy](/glossary/content-strategy.txt)  
Content strategy is the plan for what content a team creates, for whom, in which formats and channels, and how it will be managed and measured.
* [Content marketing](/glossary/content-marketing.txt)  
Content marketing is the practice of creating and sharing useful content, such as articles, guides, and videos, to attract, educate, and convert a defined audience.
* [Event marketing](/glossary/event-marketing.txt)  
Event marketing uses live or virtual events such as conferences, webinars, and dinners to build relationships with target buyers and generate pipeline.
* [Social media management (SMM)](/glossary/social-media-management.txt)  
Social media management (SMM) is the day-to-day work of planning, publishing, monitoring, and responding on a brand’s social channels, including scheduling posts and handling comments and messages.
* [Viral content](/glossary/viral-content.txt)  
Viral content is content that spreads rapidly across audiences through sharing rather than paid promotion, usually because it is surprising, useful, or emotionally resonant enough that people pass it on.