Maintaining the right editorial calendar can be a challenge for smaller teams, but the benefits of publishing regularly more than make up for the time and effort put in.

For brands of any scale or industry, maintaining a regular editorial calendar is an essential step toward defining yourself in the marketplace. Honing your voice, confidently making your goals and values known, and distinguishing yourself from competitors are all essential tasks for any successful business, and each is well-served with top-tier thought leadership from your company’s own journalism program.

With that in mind, it’s critical to stick to an organized editorial calendar. By publishing regularly, you’re doing more than getting premium content out into the marketplace — although that’s certainly important. You’re also putting your team and your brand on solid ground when it comes to internal communication, company motivation, and short- and long-term planning.

1. Everyone’s on the Same Page

Keeping your brand’s journalism program running smoothly is a team effort, especially if your company is new on the scene. This means that everyone is likely pitching into your editorial content in one way or another, from weighing in on areas of expertise to writing the actual material to getting it up on your website in a way that reflects the work you put into each post.

By keeping to a regular publishing schedule, you can ensure that everyone is on the same page. For a facet of your business’s growth that calls for all hands on deck, this level of predictability can help everyone prioritize better and meet key deadlines.

2. It Keeps You Motivated

For startups and younger brands, team members likely wear multiple hats on a daily basis. While this makes it difficult to give every aspect of your role your undivided attention, it doesn’t mean you should give yourself a pass on things like brand journalism.

Thankfully, sticking to the right editorial calendar can help. By knowing that you have a regular publishing cadence and that you have to make certain benchmarks, you’re more likely to ditch sporadic blogging and get your posts finished on time.

3. It Prevents Emergencies

If you’re working to get your brand off the ground or grab a greater share of market attention, you’re probably no stranger to fire drills. Between delivering proposals and satisfying your current obligations to clients, you have a lot on your plate.

While your brand journalism program may seem like an afterthought amidst all these pressures, it’s actually an essential part of your outreach effort. Accordingly, you should plan ahead with the same level of attention as any other aspect of your business. By planning out your editorial calendar weeks — and even months — in advance, you can plan around crunch times better, get work done during less busy periods, and have useful contingency plans in place should the need arise.

4. You Can Sync Content with Other Events

With a preset editorial calendar, you’ll have a visual understanding of what pieces are going up on your website and out on your social channels — and when that’ll be happening. This makes it easier to forecast publishing and connect it with other events.

For example, are you running a webinar and looking to boost enrollment? Schedule a blog post about the webinar and promote it on social media. By planning further in advance and keeping to your cadence, you’ll get the most value out of your brand journalism program.

Blogging doesn’t have to be difficult or time-consuming, so long as you have the right editorial calendar in place. Want to learn more about how an editorial calendar can help you achieve your content goals? Contact us today.

Author Oliver Cox

Having originally joined the company as a writer in 2013, Oliver works with L&T's clients and prospects to build and manage their storytelling strategies. Oliver is a graduate of the University of Liverpool and is a prolific musician and author.

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