You have #alltheideas … but not a clear, defined path to pump it out in an editorial calendar or marketing & PR plan.
A few of my Copywriting for Creatives students asked me this week how I plan out a marketing plan & editorial calendar, and while I talked them through it, I wanted to write it out as a roadmap.
And sure, I COULD nerd out on classic textbook marketing practices here …
… but instead, here’s what I do.
Like … what I actually do.
A few caveats first: a PR plan is different from a marketing plan is different from an editorial calendar.
However, as my audience is primarily lean, creative small businesses, it’s easiest—I honestly think, after helping craft and execute all three types of plans for big marketing pushes like the new in-flight menus for Delta Air Lines to Chick-fil-A spicy chicken sandwich 🙌 launch campaigns … aalllll the way to operating a small, multiple-six-figure creative small business now—if we combine them.
So, combine them we will.
(Marketing gods, I apologize. It’s easier this way. Surely you understand.)
Even though I used to design marketing plans, content marketing schedules, and pitch calendar for large businesses and I’ll be honest: it still took me a solid 22 months of running a small business to design a marketing plan that works for the nimble life of creative entrepreneurship and doesn’t stress me the heck out.
When I wrote this, I tried really hard NOT to look at textbooks from journalism school on my desk, other resources, blogs, tools, etc.
Instead, I wanted to tell you exactly what I do.
This is ONE out of a million ways to do it. It won’t work for everyone, and I think I have enough experience in the field to say there’s no one RIGHT way.
But this is my system.
And it’s been profitable, sure … but MORE importantly, it’s helped me to have some fun and enjoy serving others with content, get my message out, and hopefully lead with legacy along the way.
This one’s a juicy one, guys.
Bookmark/pin it/etc., and I pray it serves your small business as you work hard to get your art in the hands of those that need it, and support your family while you’re at it.
- What’s the difference between PR and marketing and editorial calendars anyway
- The #1 thing you need to start with in mind
- How to create your marketing and PR plan
- What an editorial calendar is
- 7 tools I use to get this all cranked out
What IS a Marketing & PR Plan?
Okay, let’s get some definitions established.
This is a document that outlines your marketing—so, yes, that means advertising/paid things—for a coming year or time period. It’s a statement of your sales & marketing situation, a chat of target audiences, positioning of your offers, and description of what you’re going to do and what content you’ll spit out to get your marketing goals checked off. Very researched. Has a budget.
Your relationship with your publics (surprise!). Non-paid marketing, so think podcast interviews, guest blogs, speaking podiums, community involvement, partnerships, getting featured on Style Me Pretty or Southern Living or Elle Decor, styled shoots, etc.
Focus? Primarily reputation. Auxilary results are profit.
Paid marketing placements. Pay-to-play, baby. Gets a bad rap, can be done really well.
Focus? Profitability—make more than you spend.
Under your marketing plan’s umbrella is your ed cal—your calendar of content you’ll be churning out the door. If you’re the Miranda Priestly of your brand and it’s a magazine, the editorial calendar is your schedule of stories your editor’s eye picks to run.
(So, yes—while a big company is going to have a PR plan AND a marketing plan, I’m going to combine them all here, because for small businesses, it runs together too much.)
Here’s my philosophy on a marketing and PR plan.
My business is based on working from a place of rest, not hustle.I want to work from a place of rest—not hustle. Click To Tweet
I did the market-your-brains out, eat-sleep-and-breathe pitch calendars thing for years.
I don’t LIKE feeling like I have to blog 5 times a week … or post on Instagram every single day forever and ever amen.
I don’t want to sit down and wonder what to write about, or look at sales goals and wonder why we’re not hitting them.
I also don’t want an editorial calendar that imprisons me or makes me feel like I’m chained to my desk writing content.
Aaaand … I have some numbers I have to hit, ’cause calligraphy & copywriting isn’t a hobby for me—it’s a business, and now, I’m not the only one counting on a paycheck.
Instead, I believe that deliberate planning can give restorative seasons in your business, and a smart marketing & PR plan can serve as a hedge against missing the mark when it comes to getting booked out.
It can ALSO serve against “of the moment” posts aaaand creative atrophy.
So, this is how I put together an effective, energizing, and restorative marketing & PR plan … and consequently an editorial calendar.
Let’s do it. 😉
1. Determine Your Year & What Goals You Have.
Goes without saying, but start with the end in mind.
Whether a year means 12 months or a year means a 90 Day Year, THIS is where your editorial calendar starts.
Start by looking at the ACTUAL financials and numbers you have to hit next year. What’s “enough” look like for you and your family? It may look like less than you think.
Sometimes, we work ourselves crazy without having space to breathe and think and be creative!
If you don’t have a system to figure out a money plan for your business & life, I *highly* beyond a shadow of a doubt recommend Shanna Skidmore’s Blueprint Model.
Shanna worked with my husband and I to help us look at my time (ahem, #neverstoppingworkbecauseIwasoverloaded) and helped us look at what we ACTUALLY needed to make … what we wanted to give to … and what we want in 20 years … and set a plan for that.
Hello, sweet financial freedom.
I’ll be leading a crew of creatives through it as an alum (doors open in first of the year!)—click below to get more info when doors open.
Once you have your financial and sales goals, you can start mapping it out.
2. Map It Out on a Dry-Erase Wall Calendar.
Okay, so this part is actually fun. Get a wall calendar and theme each month.
I put big rocks in first: sabbatical, vacation with Wes, trips/speaking engagements that are already planned. I determine the quiet months (for example, usually August and December). The other 2 months I’m either quieter on the marketing front (aka sabbatical) or just writing/creating content for any pet projects I have.
Then, I take out my pen and theme each month that’s left (typically 10)
- 2 months are for my own heavy product/service promotion #1
- 2 months are for my own next-biggest product/service promotion #2
- 2 months are for affiliate promotions
- 1 is for holiday (ahem, Thanksgiving/Black Friday)
- 1 is for a key freebie
To note: One of my students asked if you need to plan “launches” if you’re not a digital product-focused business. My thoughts? Sure! Why not have heavy promo periods for your services during, like engagement season if you’re a photographer? Go for it!
I also know how many clients I can take in a year, so I draw blanks there (à la the Chalkboard Method, a great podcast training episode from Being Boss) and a blank for shop sales goals
I DO think there CAN be a danger in planning. Entrepreneur James Wedmore recently warned a small coaching group I’m in that “sometimes, when we think ‘big’ for the next year, we just tweak what happened last year.”
But in that, maybe we miss out on the fun game of it all, the magic.
So, this is all a sketch. I keep it loose. Magic happens in the margins.
But, at least I can do things like plan our anniversary trip without worrying too much about when our launches are.
Little marketing rocks go in next. I put in all holidays/silly holidays, awareness days or months, business promotions (like AW’s birthday), and other things to promote.
The beauty of dry/erase is that everything can be altered and shifted around, which helps immensely.
3. Run Through These 7 Bridge Questions.
So, this is where my marketing nerd comes out, but before I start writing up an editorial and pitch calendar, I need a bridge to get there. I need a lens to see through.
Looking at this sales calendar you’ve built out, it’s now time to figure out WHAT you’re going to create each week that makes people want to buy these things.
- What are recent trends?
- What are significant characteristics and messaging of my product, service, or issue?
- Who are my competitors, and what are their significant strengths? What gaps can I continue to fill?
- Reminder—who uses this again? Who is perfect for each service or product I have?
- What does the audience think about this? (CfC students, this is The Quad exercise I have you do!)
- What is 1 key message I want to convey to change or reinforce mindsets on each offer I have? (i.e. What do they need to know in order to want to buy? What goals do my clients and customers have? What client work or case studies do they need to see from me to understand this? What “small wins” can I give them so they trust I can help them?)
- What are the questions I’m asked all the time? *Keep a list of this!! Always, always keep a list of this.
I pull a list of all that, and it’s messy. It involves lots of scrap papers, scrolling through email folders where I dump any question that comes our way, reading over past surveys, etc.
THIS PART IS NOT SEXY. But … it’s super important. Don’t skip it! 😉
This step gives me loads of ideas for content and PR pitches.
Now that I have alllll the tools together and can see the blueprint of the business I’m architecting, it’s time to start putting in the drywalls and filling in the calendar with the content.
4. Look at the next 6 months ahead of you and design hero content for your editorial calendar.
Okay—so remember earlier when I said I don’t like marketing plans or blog calendars that stress me out?
This has been my solution.
I only REALLY in-depth plan 6 months out.
Each week, I have one piece of hero content.
The hero piece of content is the meat-and-potatoes blog post (or YouTube video). The hero piece of content is what the email newsletter drives to. It’s what I’m talking about if I do a Facebook or Instagram live. It’s what has a freebie download is for (if creating one helps). It’s what at least 2 Instagram posts and Facebook posts will “sell.” It’s what’s been keyword researched and optimized for SEO, Pinterest, etc. If it’s a really big promotional period, then the hero content that week is like, a challenge or webinar series.
The hero piece of content.
The “H-POC,” I heard one entrepreneur call it.
I’ve just always called it the hero!
So, I look at the calendar and our launches and back up 4-8 weeks (sometimes more, if the offer has a higher price point) and start mixing-and-matching story and content ideas from step #3.
What’s the “theme” I can assign the week?
What requested blog post fits PERFECTLY around a product launch or sales need?
What will help us with our financial goals?
So, no matter what is going on in the business, that hero piece of content has to get out.
5. Flesh out the rest of your editorial calendar & execute it.
After that? I just have fun. 😃
There are some marketing nerds that call this the “hero, hub, and hygiene” approach, which is kinda cute (source).
The other content can be anything I just WANT to write about … posts I want to put up for fun … questions I’ve been asked that aren’t really on my sales goal system … creative stuff I just want to do.
The only “guardrails” I set up are making sure they hit on one of the topics I’d want to cover if my business were a magazine. As long as it fits, it goes in.
I don’t even really make sure I rotate the topics—whoops.
I don’t even really (oops!) plan this all that far in advance. Each Monday, I hold a “Marketing Monday” for writing all this and scheduling things for the next week or next month. I make sure my time’s not in vain, even if content isn’t the “hero”—everything gets boosted in Tailwind, and has to check off my Yoast green light.
But that’s it.
Oh, and as far as PR, that’s another blog post, but I would pitch ideas to outlets 3ish months in advance of any of those promotional periods I dry-erase calendered in over in #3.
And … that’s really it.
Tools I Use to Create My Marketing & PR Plan and Editorial Calendar
Again, not going to tell you everything that’s out there.
I’m just going to tell you what I use. It’s pretty simple.
- The Blueprint Model by Shanna Skidmore for business financial planning and sales goals
- The 90 Day Year by Todd Herman for my business goal-setting system—basically, it’s Scrum, if you know what that is
- Powersheets for my life + business goal-setting system
- The AW Shop Stewardship Series: Guide to Ordering Your Goals & Plans for syncing up Powersheets and 90 DY plans each quarter
- My Marketing & PR Plan Template (leave a comment below if this is something you’d want—I thought about making it the freebie this week, but wanted to see if there was interest, first!)
- Dry-erase wall calendar
- A print out of each month <– I know. This isn’t even fancy!
- Trello to hold blog and YouTube editorial calendar planning
- CoSchedule for mapping out and scheduling blog posts and social media content
- The AW Shop media & PR tracker (and heck yes, I use my own Shop products!)
- Monthly Duty Days (click here to read how I do this at the first of each month) to track stats once a month and see what worked and what didn’t
Bottom line, I do this plan because it helps give me more whitespace. More freedom. Less cognitive whiplash. I don’t like to be told what I have to do and write about. I like to take digital detoxes. Somedays I want to write what I want to write about … I desperately need detachment, time for rest, and time for play in order to do my job well.
Crafting a marketing and PR plan that gives you more time and more energy ultimately helps you stay productive and—for goodness sakes, hit your sales goals.
Ok, now I’m curious. How do YOU plan your editorial calendar?