Unless today is your first day as a content marketer, you’re aware of how essential a documented strategy is to achieving content marketing success. It’s one of those mantras you’ve heard being chanted again and again throughout every corner of the industry until you simply can’t help but accept it as truth. It really is that important.
But let’s face it: Not all of us have a direct part in crafting or controlling our company’s strategic, high-level view of content. Our job is to fulfill the promise of those strategic ideals by implementing and executing on an editorial plan – i.e., policy, process, team resource, and task-related decisions – that best positions your content marketing program for long-term success.
If you’re looking to build an essential tactical plan for your organization or to refine the one you have, read on for a handy tutorial and some of our best resources to guide you.
By the way, if it is your first day on the job, you’ll want to catch up quickly. I recommend starting with our Content Marketing Strategy Essentials guide and branching off from there.
What’s in an editorial plan?
Similar to building your content marketing strategy, planning your editorial can seem intimidating at the outset. You need to consider a lot of moving parts and design each aspect to function on its own while aligning with your strategic goals. Your plans also need to allow for flexibility since your content will likely need to adapt to shifting business priorities, emerging tech trends, audience preferences, and other changes over time.
Fortunately, if you break down your plan into three key focal areas the tasks should come into clearer focus, making the process much more manageable. The three areas include:
- Guidelines and governance – editorial quality standards, preferred practices, and guiding principles that define and distinguish the value of your brand’s content
- Processes and tools – tasks, workflow, and routing practices, and the productivity techniques and technologies to keep your content engines running smoothly
- Team resources – roles that handle each task, skills those tasks require, and details on how to keep your team focused and productive […]