Learn how to use an old-fashioned editorial calendar to help you create buzz, build business and save you time and money

1. STEPS to recycle your
content, create
BUZZ, build business,
save TIME & money
& other reasons why you need an
EDITORIAL CALENDAR
Your
knowledge is
“content.”
Copyright © 2013 Nandy Heule
www.HeuleCommunications.com

2. Overview
What is an editorial calendar?
Why an editorial calendar?
•Step 1: line up Subject Matter Experts
•Step 2: line up topics
•Step 3: reuse and recycle
•Step 4: complete the calendar

3. Opening thought…
If you are a Subject Matter
Expert in your field, you
can set up your own
editorial calendar within
your personal business
development plan.

4. What is an editorial calendar?
We’ll define the editorial calendar as a work plan for all
communication pieces to be produced in a fixed time
period.
Why, when & with
whom do I share my
knowledge?

5. What is an editorial calendar?
It is relatively easy to produce a good tracking tool, but
an actual calendar format probably won’t work.
A Gantt chart may
work better.

6. Why an editorial calendar?
• Get a realistic perspective on anticipated work load.
• Discover how to effectively “recycle” content.
• Ensure you get the best content by lining up Subject
Matter Experts (SME) well in advance.
If you are the SME,
skip to slide 10

7. Step 1: Line up your authors
At your organization
Who has direct contact with clients/customers/your target
audiences?

8. Line up your SMEs
Would the SME
Your best SME prefer to be
interviewed,
rather than
How sensitive is write?
your SME to being
edited?
Would she be
o willing to do a
t o d s et video clip? Prefer
g er s; t?
e ea view oun it?
r c
Is h inte r ac
e
dia witt
me a T
up

9. Step 2: Line up your topics
• Your SMEs will be the best source of ideas, industry
news and gossip, and referrals to others within their
knowledge area.
• Assess if these topics are newsworthy.

10. Line up your topics
Talk to Heule Communications about ways to make your
topics newsworthy to your audiences…
which begs the question:
do you know who are your
readers?
listeners?
visitors?

11. Step 3: Reuse and Recycle
•You have decided what topics are newsworthy and should
be talked about.
•You have lined up your authors or ghostwriters.
•You now need to decide how to distribute this information.

12. Example: Reuse and Recycle
• Your article appears in print format in your organization’s
newsletter.
• A summary appears online with a link to the full-length
article. (reuse)
• The article factoids make good Twitter posts. (reuse)
• You can start a conversation on LinkedIn to encourage
distribution and comments. (reuse)
• With permission, comments made on social platforms
can be integrated into the article … and you can recycle
it as a collaborative thought-leadership piece.
• Now you may have some fresh, new content for a talk.

13. Like so….?

14. 4. Complete the calendar
Here’s the trick… the order of activities described in the
previous slide may NOT be the order you want to follow.
Next slide please

15. Complete the calendar
• Instead … create buzz.
• Start with a Twitter post.
• Begin a little online conversation.
• Distribute your piece in an e-zine.
• Go to print with your final thought-
leadership piece for clients. Or a professional
trade magazine?

16. PR to build brand & business

17. Reuse and recycle
1 good topic
can be recycled
across different
PR platforms.
If planned
correctly, this
will save time
and money

18. Steps for results
You need an editorial calendar to
effectively
produce, re-use and recycle
Content (Knowledge)
So you build brand and business

19. We provide PR & communications services to professional
services firms, associations, and non-profits in health
care and international development.
Visit us at HeuleCommunications.com
Thank you!