Today we are going to take a look at the Editorial Calendar spreadsheet template that Hubspot provides for download from their website. Spreadsheet templates are often how people get started with using content calendars and the Hubspot calendar is one of the better known among them.
The template provides a tabular view of your calendar, rather than the more familiar, tiled calendar view. The benefits of this view are that you can see all of the content item details such as the keywords and personas all in a single line. This view is useful when you are planning one or two items a day, but when you really start cranking out the content it can become difficult to get a feel for everything you have planned over the coming month.
The left-hand column, showing you day, author, due date and publish date lets you get a quick overview of which writers are currently assigned particular items and when they should be ready for review and publishing. The split between due date and publish date is an important consideration, as it gives manager and editors time to review an item, make any changes they need or request revisions of the author.
Content Item Details
The main body of the spreadsheet goes through the meat of the content. Title is obviously an important aspect of any content item as it will have the biggest impact on whether potential readers are going to click on it. It is against best practice to be lumping Topic in with Title however, as these are different aspects of a content item. The Topic or Theme relates to something more aggregate than the specific title and is moreso a way of categorizing your content to help with your strategy and planning.
Content/Details contains a description of the content item to be created. Again, this could perhaps be two different sections, with Content providing a synopsis of the item, and details outlining the Meta Description of the item. Keywords are then included as guidance to writers so they know what terms they are targeting for SEO. There is column detailing the Persona that the content item should address, so that writers know the tone and language that they should use. Finally, there is an Offer/CTA column so writers know the ultimate goal of this item and the link or call to action that they should include.
Hubspot have provided an easy to use and quick to setup editorial calendar template, but it really doesn’t scale that well when you are planning on creating a lot of content, or when you are going to have more than one person collaborating on an item. Among the other issues or reasons why you may outgrow this template include wanting to draft your content and publish it directly to the Hubspot COS in the same interface that you plan it, you may want to integrate workflow-based approvals, and you might want to get aggregate analytics on each of the objects that make up your Editorial Calendar, to see if you are on track with the composition goals of your content strategy.
Editorial Calendar Software for Hubspot
At some point, every content marketing team outgrows the use of spreadsheet editorial calendars. We launched our Editorial Calendar app on the Hubspot Marketplace back when it was in existence, to provide a way to use collaborative Editorial Calendar Software that could publish to your Hubspot CMS and at the same time publish to WordPress. At the time we found that a lot of Hubspot customers were using more than one CMS (e.g. Hubspot and WordPress) and were having a hard time keeping track of all the content they had to plan, produce, publish and promote.
Since then we have continued to add additional features to the software for content marketing strategy, calendar planning, workflow execution and management, and measurement. The Marketplace has come and gone, but we continue to support our integration with Hubspot and have since upgraded it to allow publishing to Hubspot COS.
If you are currently using this template you will be glad to hear that the fields it includes map directly over to our editorial calendar. We split up our content by Due Date and Publish Date. When you publish from Marketing.AI to Hubspot the Title carries over directly, our Summary field populates the Meta Description and Keywords go straight to Keywords. We have a Buyer Persona tool that lets you create your personas and then map them against your Buyer Cycle so you know how much content you need to create to attract and convert your customers. We also have Conversion Goals that let you include all of your CTAs.
That said, we are really just scraping the surface of the capabilities of Marketing.AI here, but if you are using the template above it may be comforting to know that you can do an automatic import to our system so that you don’t have to manually enter all of your data, in case what you already have planned for you content spans several months. When you sign-up for a trial, just contact support and they will work with you to perform the import operation. Once we perform the import for you it should end up looking a little more like this: