In Managing your e-Publication for Success, I outlined the importance of the Editorial Calendar. Here are eight steps to starting an editorial calendar for your blog or other e-publication:
1. Set your agenda. Your publication should have definition – is it news, advice, opinion, or how to? Your agenda will guide you in the creation and management of topics. It will also help your audience know what to expect. It doesn’t mean it has to have a single theme– you can define you publication as random thoughts or eclectic observations of life. A theme is the first step to a coherent publication.
2. Set a schedule. Opinions vary on the right schedule. I’d argue that your schedule is should be dictated by reality. Your reality is defined by a) the time you have to devote to the publication, and b) nature of the content (or readership). For example, if you are launching a publication to identify and comment on news items for a specific industry, you have to be able to publish as the news develops and be able to cope with “heavy” periods when you post more than your target schedule. If you agenda and content overwhelm your ability to deliver, something will have to give – most likely it will be the schedule. If you can’t meet a minimum schedule, it might be time to rethink your plan. The bottom line is that it doesn’t matter if your schedule is once a month, every Thursday or odd Tuesdays. Set a reasonable schedule for your objectives.
3. Collect your topics. If you’ve been publishing for a while, or even just thinking about it, you have your “list.” It might be on sticky notes, napkins, or the back of the really boring report you’ve been meaning to read. Gather it all together in a single place. It doesn’t have to be automated – I like to use a spreadsheet, but a lined legal pad will work just fine. If you have seasonal or cyclical topics (like tax time or New Year’s Eve), make sure that they have a spot on your list.
4. Arrange your topics. Review your topics to see if there are any common themes or concepts that can be easily linked. Build linkages between the topics or consider grouping topics into themes or series. Themes and linkages add cohesion to your publication and set the stage for marketing opportunities.
5. Schedule to publish at an appropriate dates and appropriate times. Know your audience – when are they likely to read? Make sure your publication arrives to them at the appropriate time. Tax tips on April 16th will probably fall flat, and so will your publication if arrives when it won’t be noticed or can’t be read.
6. Market you topics. Use your calendar to create interest by “teasing” your next topic, or publishing a series of related articles (just like this one). Announce it. Make the tease interesting – give your readers a reason to look for more. After the items are published make sure you leave links (backward and forward) so new readers can experience the series. One warning – if you announce a series or an article, make sure it’s written.
7. Make sure to track your progress. Keep yourself honest. Track what was done, when you did it, and what’s left to do. Doesn’t matter how you track it – notes on a calendar or in a database – whatever works for you. If you keep losing the sticky notes, then you might need a more structured system.
8. Use it.
Once you have your Editor mojo, go out and find that cub reporter to boss around…..
