how to set up your editorial calendar?

Rédaction web : comment mettre en place son calendrier éditorial ?

Are you a marketer, blogger, community manager and want to have a long-term vision of the content of your website, your blog and/or the different social network pages you manage? The editorial calendar is an essential and essential tool for managing the content you publish regularly. In addition to saving you time, it allows you to communicate on your sales and your activity in general, but also to better manage unforeseen events…

Set up your editorial calendar to make your editorial project a success

Also called “editorial planning”, “publishing calendar” or “content calendar”, the editorial calendar is presented in the form of a table allowing to know all the contents to be created and published during a determined period. It can be done by an SEO consultant, a web editor or a web writing agency. Each article is presented in detail with its publication date, title and format. A real planning tool, it helps to better manage resources, especially when collaborating with other people.

Trainer training

To carry out your editorial project and create coherent articles in compliance with the editorial charter, you must set up your editorial calendar. Based on your editorial strategy, you are able to determine the topics to cover, the types of keywords to choose, the relevant external and internal links, secondary queries, etc.

If you have a website and want to optimize your visibility, you must use SEO (search engine optimization) and use it during the regular production of quality content. In this case, you will need to set up an editorial plan intended to improve your inbound marketing strategy to be better positioned on search engines.

Well beyond bloggers who use it as an essential medium, this table is also necessary for infopreneurs, online shops and professionals who mainly use social networks.

Thus, the editorial calendar is used to create:

  • cold content, i.e. fixed pages, such as product sheets, category pages or service delivery pages;
  • Hot content for blogs;
  • Articles for social networks.

Better visibility

Creating an editorial calendar allows you to plan content to be produced months or weeks in advance. By regularly publishing attractive content, you will improve your SEO and your site will be better positioned on the pages of search engines.

With the editorial board, you benefit froman overview of the topics already covered and the content to come. These will be consistent and you will be able to present different equal headings. Once you have found the keywords to use, you can easily create your content by choosing the external and internal links that are linked to it.

Different ideas of articles defined in advance

All of your story ideas are listed in your editorial calendar. This way, you avoid the blank page syndrome, because the different topics and themes are anticipated in your table. The topics covered in your articles may be related to the marketing or commercial actions of your company. They can also be associated with the seasons or the events of a given period.

Simplified collaboration

The implementation of this table makes it possible to simplify the collaboration with the SEO consultant, the web editor or the web editorial agency. The professional chosen to carry out this task is responsible for monitoring the progress of the missions and dispatching the tasks.

It is also from this tool that it is possible to proceed with the drafting of briefs to be provided to web editors. Depending on the results obtained, you can then judge the effectiveness of your content strategy.

A great time saver

By distributing tasks, you save time and move your editorial project forward efficiently. In relation to the scheduled work deadlines, if you are ahead of your publications and have to be absent, you can even schedule the postings.

How to set up an editorial calendar?

Before setting up the editorial calendar, you must know who you are addressing and propose content accordingly, aimed at responding to the problems of your target.

Determine your target

The target will be decisive in the choice of style and tone to adopt. You must take the time to properly define your potential readers, your prospects and your customers. Depending on what they represent for your brand, detect the best channels to address them.

Create articles responding to the issues of your target

Topic ideas should respond to queries people typically type into search engines. Thus, the articles written provide answers to their problems while remaining in the theme of your website. To match, or even surpass, your competitors, check out their content strategy.

Work on a main keyword

Use SEO tools, like Google Ads to sort your ideas by quantity and quality. In order to find the right keywords to use in your texts, take into account the competition and the interest of the request for the target.

After ranking, choose the keyword you want to increase your visibility on by doing careful research. This task takes time, but requires special attention. Opt for keywords often typed by Internet users, then select other queries on which few competitors are positioned. These keywords must correspond to the theme of your blog, your website or that of your client.

Add secondary keywords

To help Google better understand the subject matter and to position yourself on different key phrases, consider using a main keyword and secondary queries. These must be drawn from the expressions annexed to your main keyword. Attention ! Be sure to limit your secondary queries to be well positioned on your main query.

Position yourself against the competition

Digital strategy agencies and web agencies report the search volume of keywords per month and their competition. Such an approach is possible thanks to the SEO tools they use. If you want to access this information, you can use tools like Semrush, Ubersuggest, Keywords Everywhere or Google Ads. However, this data is not useful if you use the SERP (Search Engine Result Page) or the pages generated by search engines.

If you want to master this natural referencing part more, take a look at this certifying webmarketing training.

Set the number of words

It is recommended to define the word count in your article when you set up your editorial plan. This number of words depends on the volume of information to be processed, the content and the competition that is positioned on the keyword you have chosen.

Define content type

The type of content to create depends on the target and your objectives. You can opt for product sheets, category pages, fixed pages, blog posts, etc.

Choose the publication date

It is part of the first visible information on your editorial calendar. Sort your articles chronologically and choose the date when they will be published on your client’s website or on yours.

The publication date should be determined after choosing all the keywords. Once this step has been completed, you can define the order in which your articles will appear. Also set the posting frequency to better manage the number of must-have words per month.

Include external links in your content

Choose your external links carefully to bring additional information to your visitors outside your website. Take the time to carefully analyze the chosen site so as not to direct them to competing sites. Go for known sites, official sites or other reliable links.

Choose internal links

Include internal links in your articles to retain your readers as long as possible on your site. Indispensable for SEO, the internal mesh directs your readers to texts annexed to that which is on the open page.

For each text you plan to write, choose internal links without overdoing it to optimize your positioning on search engines. This column is to be completed when you have completed your editorial calendar.

Don’t forget the editor’s name

This element is not necessary if you are the only one working on your editorial project. However, it is necessary if there are more than two of you working on the project and you have set up a schedule to delegate content writing to a team of writers.


Setting up an editorial calendar is essential for the content strategy of a blog, website or social network. This solution, which contributes to better visibility, can be carried out by a web editor, an SEO consultant or a web writing agency. To achieve it, it is necessary to clearly define its target, to choose its main keyword with its secondary queries, external and internal links as well as the appropriate type of content.

You know what you have to do, it’s up to you! And don’t forget, this webmarketing training certifies you to have all the other keys to gain visibility and develop your business.

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