Case Study: Editorial Calendar Roadmap

Looking to build an editorial calendar to plan and organize your content? I’ve set up an editorial calendar roadmap from start to finish to give you an idea of what it could look like.

Understanding the target audience

The company is a content writing agency that matches experienced tech writers to businesses in the software and technology industries. It’s quite obvious that their target audiences are businesses in the software and technology industries, but that’s too broad to settle with. I needed to create a buyer persona to develop the editorial calendar effectively.

Creating the buyer persona

To build an accurate buyer persona, I needed to know more about their customers. I created these questions to help us understand the customers, their problems, and how we could solve them:

• What is their job title?
• What is their experience level in their position?
• What level of authority does this person have in their organization?
• Where do they live?
• What social media platforms do they visit regularly?
• What types of content do they prefer?
• What writing style and tone would they respond to?
• What are their goals?
• What problems are they facing at work?
• How can our service help them?
• What do they hope to accomplish by purchasing our services?
• What are their major objections to buying our service?
• How can we address those objections?
• Who influences, or obstructs their buying decision?

I used Hubspot Buyer Persona generator to create the buyer persona with all the information I got





Creating content ideas

Content ideas in Airtable Grid, outlining the content descriptions, keywords, and call to action.

The Grid also contains the tags and team votes where the team can vote for content they like or not.



Developing editorial calendar

Simple editorial calendar on Airtable for the team to follow



Calendar view

I broke the calendar into seven fields - Headline, Content description, Channels, Keywords, CTA, Writer, Publish Date, and Status. This way, the editorial calendar is simple for anyone to understand and edit.

Production Process



Finally, the production process on Trello allows the team to stay organized from the start (writing) to finish (publishing).