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Creating an editorial plan - how to bring structure to your content marketing
In a world full of content chaos and increasingly tight attention spans, you need one thing: a clear plan. If you not only want to be visible with your content, but also be perceived as a real expert, there is no way around a structured editorial plan.
In this article, I’ll show you step by step how to create an editorial plan that not only makes planning easier, but also takes your entire content marketing strategy to the next level. Also included: tips on editorial calendar templates, content clusters and pillar pages – for more visibility, structure and impact.
What is an editorial plan - and why do you need one?
An editorial plan is your personal roadmap for all the content you publish – whether blog articles, social media posts, newsletters or videos. It helps you to think strategically, bundle content and publish it regularly.
Editorial plan vs. editorial calendar
- Editorial plan : Strategic document. Here you will find topics, target groups, goals and formats.
- Editorial calendar: Operational tool. It contains dates, deadlines, responsibilities and publication dates.
This separation is particularly helpful for the self-employed and SMEs. You need both – strategy and structure.
The advantages of an editorial plan
- Clarity: you always know what appears where and when
- Consistency: You publish regularly, not spontaneously
- Overview: You can see topics at a glance and avoid repetitions
- Time saving: you plan in advance and work more efficiently
- Impact: Your content has a goal – visibility & expert status
The basics - how to get started with your editorial plan
Before you plan content, you need to know who you are creating it for and why.
1. define target groups & buyer personas
1. define target groups & buyer personas
- Who do you want to reach? (e.g. decision-makers, specialist audience, end customers)
- What questions, problems or needs do they have?
- Where are they online?
Tip: Use real customer questions as content ideas – this brings proximity and relevance.
2. topic identification & content ideas
The best topics arise where the interests of your target group intersect with your expertise. Tools such as AnswerThePublic, Google Suggest, Ubersuggest or even your own FAQs will help you.
Content Cluster & Pillar Page - How to strategically link your content
An editorial plan is not just a list of content – it is part of your overall content architecture. Two concepts are particularly helpful here.
Grupo de contenidos
A content cluster consists of a central main topic (“pillar content”) and several detailed articles that link to it. Example:
- Pillar Page : Content Marketing for SMEs
- Cluster articles: “Creating an editorial plan”, “SEO for beginners”, “Editorial calendar template”, “Finding content ideas”
The goal: Your content links internally, creates depth of content and increases SEO relevance.
Pillar pages as a content hub
A pillar page is comprehensive, answers the most important questions on the main topic and refers to in-depth articles. Your editorial plan will help you to build such pages strategically and over the long term.
Creating an editorial plan - step-by-step guide
Now it’s time to get down to business: How to create your individual editorial plan.
1.
Define goals
Ask yourself: What do you want to achieve with your content?
- Increase visibility (SEO, social media)
- Building trust (expertise status)
- Generate leads (e.g. with e-mail marketing)
- Promote sales (e.g. via product pages or landing pages)
2.
Set channels
Where should your content appear?
- Website/Blog
- Redes sociales (Instagram, LinkedIn, Facebook, TikTok…)
- Newsletter
- Podcast
- YouTube
Each channel needs its own formats, but can be based on the same topics.
3.
Cluster topics & develop ideas
Use a brainstorming board or mind map. Organize your topics according to categories or funnel phases.
- Awareness : Create attention
- Consideration : Building trust
- Decisión : Call-to-Actions plazieren
- Link the ideas to your content clusters.
4.
Plan time periods & frequency
- Monthly plan or quarterly plan?
- How often can you realistically post? (Quality before quantity)
- Pay attention to seasonal themes, campaigns or events
5.
Set deadlines
Solo self-employed people should also set themselves clear deadlines. Tools such as Trello, Notion or Google Calendar help you to visualize your deadlines.
Tools & templates - Your editorial calendar to build yourself
There are many different tools for your editorial plan. The important thing is: Use the tool that suits you – not the most popular one.
Popular tools for freelancers & small teams
- Google Sheets : Free, flexible, team-oriented
- Trello : Visualizes content like in a Kanban board
- Notion : Combines planning, research & content creation
- Asana : Ideal for teamwork and recurring tasks
- CoSchedule / Loomly : For advanced social media management
Editorial calendar template: What should be included
- Publication date
- Topic & Title
- Channel
- Target group / Funnel level
- Goal (e.g. SEO, lead, reach)
- Status (planned, in progress, finished, published)
Best practices and typical mistakes
Why an editorial plan is the game changer for your content marketing
A good editorial plan brings clarity, consistency and strategy to your content marketing. It makes your content plannable, measurable and effective – and saves you time and nerves in the long term. In combination with content clusters, internal links and well-thought-out pillar pages, you can significantly increase your visibility and position yourself as an expert. So: Don’t wait any longer, start creating your editorial plan today!
Frequently asked questions about creating an editorial plan
What is the difference between an editorial plan and an editorial calendar?
The editorial plan is strategic (topics, target groups, goals), the editorial calendar is operational (dates, deadlines, tasks).
How often should I publish content?
It depends on your capacity – the important thing is regularity. For many, one high-quality blog article per week or bi-weekly posts are enough.
As a sole trader, do I really need an editorial plan?
Solo freelancers in particular benefit enormously from planning – it saves time and increases the impact of your content.
What is a Pillar Page?
An extensive main page on a specific topic that links to subpages (content clusters) – and vice versa. Great for SEO and user guidance.
Are there free tools for editorial planning?
Yes, e.g. Google Sheets, Trello, Notion. All are very good for getting started – depending on your working style.
About the author:
My name is Isabel Unger, I am an independent digital strategist with a clear focus: visibility for the self-employed & small businesses. My heart beats for SEO, content, structure – and for explaining complex things in a way that makes them understandable and feasible.
On ixtreme.online I share my knowledge, my experience and a lot of plain language – without any technical gobbledygook.
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