CONTENT, After working in performing arts for a time, Louise was bitten by the travel bug during a once-in-a-lifetime trip to Brazil. Since then she has joined the ranks of Lonely Planet’s editorial team and spends her days drooling over stunning travel snaps and inspiring articles. Louise’s dream trip would be sailing to the Galapagos for spot of wildlife watching.

2. Editorial Calendars:
the backbone of your content
machine

3. © Thibault B./500px

4. writers
editors
photographers
videographers
marketers
social media experts
PR wizards

5. Cake count: 1
© NuriaE/Getty Images

6. Editorial Calendar
dun dun dun
© Joe Windsor-Williams/Lonely Planet

7. What we are going to cover
• what is an editorial calendar
• why do we use them
• how to build an editorial calendar
• how you can use an editorial calendar to maximise your content strategies

8. What is an editorial calendar?
• forward planning tool
• backbone on which you can build and shape content
• what (key dates) & how (how to transform to content)

9. Why do we use editorial calendars?
• organisation
• inspiration
• communication
© Boris Baldinger/500px

10. Organisation
what when

11. Organisation
key dates
ebook launch

12. Inspiration

13. Communication
content
social media marketing
• unified brand strategy
• unified voice

14. Structuring your content in a purposeful way
© Blake Burton/Lonely Planet

15. How to build an editorial calendar
© Achim Thomae/Getty Images

16. Cake count: 2
© edoneil/Getty Images

17. Cake count: 3
© ands456/Getty Images

18. Step 1: choose your tool
© Joe Windsor-Williams/Lonely Planet
© 500px

19. Calendars/Google Calendars
• ready-made layout
• colour coordinate events
• repeat events
• easy to share
PROS
• need gmail for added
functionality
• limited design
CONS

20. Spreadsheets
• flexible design
• colour coding
• multiple tabs
• Google sheets – easy to
share
PROS
• it’s a spreadsheet
• less intuitive to manipulate
• requires designing
CONS

21. Other tools…
• Trello
• CoSchedule
• WordPress Editorial Calendar
© Dennis van de Water/500px

22. Step 2: lock down the definites
© Joe Windsor-Williams/Lonely Planet

23. Cake count: 4
© fourseasons/Getty Images

24. Lock down the definites
• holiday plans
• networking events
• public holidays
• important events/anniversaries
• campaigns/ebook launches

25. Lock down the definites
Personal holiday/vacation
important dates
networking/PR events
ebook launch

26. Lock down the definites
Personal holiday/vacation
important dates
networking/PR events
ebook launch

27. Keep updating this info!
© Boris Baldinger/500px

28. Cake count: 5
© Barol16/Getty Images

29. Step 3: sync your content
© Blake Burton/Lonely Planet

30. Match content with relevant dates
International Beer Day
Beer gardens post

31. Match content with relevant dates
International Beer Day Beer gardens post

32. Review your formats
monthly round-ups

33. Three tiers
• important dates
• current content
• recurring formats
© Achim Thomae/Getty Images

34. Cake count: 6
© Deborah Slater/Getty Images

35. Brainstorm ideas
content idea?
content idea?

36. Brainstorming ideas
• ‘Top eats at the Edinburgh Fringe Festival’
• ‘Five offbeat festivals in Edinburgh happening during the Fringe’
• Photo post of the festival
• ‘A year in Edinburgh’s Festivals’
• ‘Top shows to see at the Edinburgh Fringe so far…’

37. Cake count: 7
© JamieB/Getty Images

38. What we’ve covered so far…
• What are editorial calendars
• Why we use them
• How to build your own
© 500px

39. How to use editorial calendars to
maximise your brand and content
strategy
© Dennis van de Water/500px

40. Make it work for you
• Strategic thinking makes you look pro
• Increase traffic and improve SEO
© Joe Windsor-Williams/Lonely Planet

41. Make it work for you
• Make room for spontaneous ideas
• See the bigger picture of your content
• Unify your brand voice and tone
© Boris Baldinger/500px

42. Make it work for you
• It’s your safety net
• It allows you to yes to more fun stuff
© Blake Burton/Lonely Planet

43. Make it work for you
• It’s a point of inspiration
© Achim Thomae/Getty Images

44. Cake count: 8
© Cierra45/Getty Images

45. Make it work for you
• sync up social media plans
• build marketing strategies
© 500px

46. Make it work for you
• Build stronger business relationships
• stronger negotiator
• flexible partner
• passion vs solid pitches
• more comprehensive communication
© Dennis van de Water/500px

47. Maximise your brand and content strategy
• Strategic thinking makes you look pro
• Increase traffic and improve SEO
• Make room for spontaneous ideas
• See the bigger picture of your
content
• Unify your brand voice and tone
• It’s your safety net
• It allows you to yes to more fun stuff
• It’s a point of inspiration
• Sync up social media plans
• Build marketing strategies
• Build stronger business relationships

48. Cake count: 9
© Rahul Swamy/EyeEm/Getty Images

49. Thank you
Total cake count: 9
© Britany George/EyeEm/Getty Images