Creating a Content Calendar

The basics• WHO: Content calendars can be used internally, with clients, or both.

• WHAT: A calendar that provides placeholders for blog content, usually organized thematically, for a given range of time.

• WHEN: Ideally, content calendars are created ahead of time to provide strategic framework for the month ahead.

• WHERE: On Basecamp or via email, depending on client preference.

• WHY: To give Beekeeper and our clients a chance to think strategically about content and to create a schedule for content creation.

Initial steps (1/2)

• Meet with your client to determine what content themes or specific posts they envision for the following month.

• Questions at the onset of content calendar creation:– How often should they post on their blog?– How many authors will be accounted for on the calendar?– Does it make the most sense to have themes driven by

week, by month, or some other period of time?

Initial steps (2/2)• Questions to ask each month:– Are there any relevant holidays or events this month?– Are there any upcoming legislative or policy decisions that could

impact your content?– Has it been too long since you mentioned any key issues on the

blog?– Are there any specific topics the author(s) are interested in

covering this month?– Are there opportunities for guest posts or cross-postings?

• You can also be proactive in creating your first content calendar by asking these questions yourself and creating a rough draft to introduce this strategy to the client.

Creating your first draft: Basecamp• Creating content calendars on Basecamp can be as simple as

creating to-dos for each post, as the calendar will automatically populate:

Creating your first draft: Calendar template

• You can use a free calendar template to create a Word Document for the calendar.

• A simple Google search can lead to you various calendar templates in addition to pre-designed options found in Microsoft Word.

• This option is preferable if your client is not on Basecamp and/or if they prefer to receive printable calendars via email.

Example of a completed content calendar:

Tips for implementing the content calendar:

• When preparing content, take into account the time needed for the review and approval process. Will you be dependent on a long approval process from the general counsel? Or will you have the liberty to post everything yourself?

• Set expectations about how strictly your client should adhere to the calendar. Are these dates set in stone, or are they flexible placeholders?

• Refer to the content calendar if clients are not providing timely feedback on blog posts.