1. Creating a Content Calendar

2. The basics
• WHO: Content calendars can be used internally, with clients, or
both.
• WHAT: A calendar that provides placeholders for blog content,
usually organized thematically, for a given range of time.
• WHEN: Ideally, content calendars are created ahead of time to
provide strategic framework for the month ahead.
• WHERE: On Basecamp or via email, depending on client preference.
• WHY: To give Beekeeper and our clients a chance to think
strategically about content and to create a schedule for content
creation.

3. Initial steps (1/2)
• Meet with your client to determine what content themes or
specific posts they envision for the following month.
• Questions at the onset of content calendar creation:
– How often should they post on their blog?
– How many authors will be accounted for on the calendar?
– Does it make the most sense to have themes driven by
week, by month, or some other period of time?

4. Initial steps (2/2)
• Questions to ask each month:
– Are there any relevant holidays or events this month?
– Are there any upcoming legislative or policy decisions that
could impact your content?
– Has it been too long since you mentioned any key issues
on the blog?
– Are there any specific topics the author(s) are interested in
covering this month?
– Are there opportunities for guest posts or cross-postings?
• You can also be proactive in creating your first content
calendar by asking these questions yourself and creating a
rough draft to introduce this strategy to the client.

5. Creating your first draft: Basecamp
• Creating content calendars on Basecamp can be as simple as
creating to-dos for each post, as the calendar will
automatically populate:

6. Creating your first draft: Calendar template
• You can use a free calendar template to create a Word
Document for the calendar.
• A simple Google search can lead to you various calendar
templates in addition to pre-designed options found in
Microsoft Word.
• This option is preferable if your client is not on Basecamp
and/or if they prefer to receive printable calendars via email.

7. Example of a completed content
calendar:

8. Tips for implementing the content
calendar:
• When preparing content, take into account the time
needed for the review and approval process. Will you be
dependent on a long approval process from the general
counsel? Or will you have the liberty to post everything
yourself?
• Set expectations about how strictly your client should
adhere to the calendar. Are these dates set in stone, or
are they flexible placeholders?
• Refer to the content calendar if clients are not providing
timely feedback on blog posts.