Leverage the power of a digital editorial calendar for content planning, publishing, and collaboration

By: Chris Thompson on July 25, 2016 Categories: Content Marketing, Content Strategy, Corporate Communications

In an increasingly deadline-driven world, strategists and marketers are realizing that a centralized planning and publishing hub is key to any successful planning process. Why?

Central to achieving quality content is a centralized creation and publishing workflow

Having a calendar-centric marketing plan allows you to plan your content efforts in a collaborative format, manage approval workflows for your content creation team, highlight what content types are being created, and manage what distribution channels they’re being shared.

Mintent Editorial Calendar

Here are a few other key benefits to having a centralized editorial calendar:

  • Central ideation. By providing one place to generate content ideas you no longer run the risk of losing great ideas to jotted down notes from spur-of-the-moment conversations.
  • Approval workflows. No longer guess who needs to edit your content, provide the design resource, or do the legal check. An online editorial calendar can be customized to your workflows, by content type, to help you focus less on busy work and more on creating.
  • Consistency. Content marketing is about showing up and keeping your brand top-of-mind. Editorial calendars help with consistent publishing schedules to ensure you’re not falling off your prospects’ radar. It’s also easier to identify gaps in publishing in a calendar-centric format compared to a list.
  • Visualize your marketing strategy in a way that is shareable. Scrambling through lists of items that you’re working on can take 10x longer since your brain has to try to create a visual scene of what those list items amount to as a whole. Visualizing your content in a calendar format, color-coded adds visual recognition, condenses the information you’re looking at in a format that allows for understanding in 1/10th of the time.
  • Content deadline management. It’s easy to lose track of who’s working on what with never-ending list views of what content is being created, where it’s being distributed, and what’s overdue. The editorial calendar can help with ensuring deadlines are met, no one is overlapping their efforts on the same project, and if there’s a roadblock in production.

Your brain processes visuals 60,000x faster than text—spend more time creating, less time lost in details

Need to send an update to senior management, or provide a progress report on your content performance? Scrambling through spreadsheets or lists of items that you’re working on can take 10x longer since your brain has to try to create a visual scene of what those list items amount to as a whole. Visualizing your content in a calendar format, color-coded, adds visual recognition, condenses the information you’re looking at in a format that allows for understanding in 1/10th of the time.

This type of calendar view is also a great tool for sharing with the broader organization and keeping them in the loop on what’s coming from the marketing team, without having to go into granular details of your strategy or workflow. An editorial calendar helps you not just plan your content marketing efforts visually but also provides visual content performance reporting.

Content-type reporting

An editorial calendar instantly provides transparency into whether you’re creating too much of one content item leaving gaps and missed opportunities to engage your audience in creative ways.

Content performance metrics

Instantly see which of your channels have content being distributed, which sends back performance metrics on how engaged your audience is with your content based on content type. Need to know how well your blog posts are performing in reaching your marketing conversion goal? An editorial calendar provides visibility into how much effort you’re putting into blogging as well as further metrics into that particular content type compared to other content types you’re creating around it.

Rather than using a series of disparate, unconnected tools like Excel spreadsheets or Google Docs to manage your content team, you can do it all within a single calendar

Companies with multiple websites, blogs, or various marketing teams that need to be managed separately can view each of their calendars individually or in aggregate. Organizations that are struggling to keep on top of all of the content they are creating for their various clients can also benefit by managing multiple organizations within a single system that can leverage sub-calendars and the global view. This provides visibility into content efforts to ensure duplication doesn’t occur but also helps teams focus first on what matters most to them without getting overwhelmed.

Rather than having to create complex charts and graphs, leverage the power of filters and search to find the items you’re looking for.

No longer should marketers be referenced as “the finders of stuff.” If you wish to see all of the blog posts or just the webpages or Tweets that are scheduled, you just need to select those from the drop-down menu rather than hunt down the latest version of your spreadsheet. Likewise, you will typically group all of your content by theme, such as pertaining to a certain product or targeted at a specific industry. You can also filter the calendar according to your Buyer Personas, by individual authors or the Buyer Cycle Stage the content relates to. If your current marketing goal is to increase web traffic and boost awareness with your target audience, easily drill down into what content efforts are directly influencing your progress towards that goal.

Marketing is meant to be collaborative—Editorial calendars streamline workflow management

One of the biggest challenges that marketers are facing is managing the workflow between the multiple team members. Strategists and managers need to know when their writers have finished a piece and it is ready for editing and review. Likewise, when designers and social media experts are required to collaborate on the production and promotion of a piece of content, everyone needs to be informed when it’s their turn to step up to the plate.

Mintent’s Editorial Calendar helps to solve all of these problems with workflow notifications that allow multiple authors, followers, and global followers to be assigned to content items, so everybody that needs to know is kept in the loop on developments.

Sample Workflow

Mintent Sample Workflow


We accomplish what we focus on—editorial calendars eliminate guesswork

To save time moving between multiple applications to plan, draft, publish and schedule each of your content items, Mintent lets you do it all in one place. From your calendar, simply click on the draft button to open up the text and HTML editor where you can write and edit all of your content.

Once the content item has gone through the approval process, either by management or with a client, it can be published directly to your website or blog using our integrations with other marketing tools such as WordPress and Marketo. For your social media updates, you can push those directly to Twitter or Facebook. All of your content can also be scheduled for publication at a future date and time, allowing you to plan your content months in advance and rest easy knowing that it will go live exactly when you need it to.

Mintent enables teams to plan, create, publish, measure & optimize content campaigns in one place. Get all of the functionality of a Content Marketing Platform, along with Content Performance Analytics and SEO tools that will allow you to maximize conversions and marketing ROI. Contact us today to book a demo.