Blog`s Editorial Calendar

If you have been following the Reportei’s blog, you should have seen our latest posts, where we talked about the importance of defining a Digital Marketing Plan and also the personas in your strategy.

After these two initial ― and crucial ― steps, you can already manage the next steps in your marketing plan. Creating a blog is one of the first steps taken in many successful strategies. Do you know why?

Why the blog?

The blog is an effective way to increase knowledge about your company, acquire new customers, a reputation of your business and generate promoters of your brand. According to Rock Content, companies that produce content on their blogs receive up to 55% more traffic on their sites and 57% of businesses that use this strategy claim to have won more customers with it.

To keep up the periodicity and quality of your blog you need to schedule accordingly (as in many marketing processes). So it’s time to put together an editorial calendar and start being successful with your blog today!

Creating the editorial calendar

The editorial calendar is the timeline of all the contents of your digital marketing strategy. With it you will have control over:

  1. Publication deadlines;
  2. Guidelines and topics to post;
  3. The proportion of top, middle and bottom funnel contents;
  4. Keywords used;
  5. CTAs and links used;
  6. Disclosure in social networks.

Based on our editorial calendar model – which we use for Reportei’s blog content – you can build your calendar adapting it to your needs.

If you prefer, feel free to download our ready template at the end of this post. Next, let’s explain the data we use in our model so you can understand the essential points of an editorial calendar.


Plan the posting date for each post. Remember to align the dates to maintain a blog periodicity or build a logical sequence when you are doing a series of posts, for example.

Post type

Create categories for your posts, in the long run, it will be easier to observe what you have done in greater or lesser quantity. It is also interesting to categorize the contents according to the phases of the sales funnel.


Choose the keywords in the text. Think of them as tags that will allow users to find your content. Check out some tips for good keyword research in this video.


Create a title for your text. It may be that the name changes during production or after an in-depth research on keywords, but this step is for identification purposes only.


Briefly describe the subject to be addressed in the post. It does not have to be extensive, put initial notes and let the ideas flow at the moment of the production.


Define the “Call to Action” and the link(s) that will be in the content: a banner for some landing page, internal links to your own blog, complementary external links, etc.


Align what content will be directed to each persona, if you work with only one, you can skip this step.


If you work as a team, outline who will produce each demand. This way, everyone can organize their own, making the planning flow much better.


Has the content already started to be produced? Is it ready to be posted or is it under review? Always update your production status so you do not get lost within the set deadlines.

URL post

When finished, place the URL of the publication. On some platforms, it is possible to generate the link before even posting. Create friendly links, do not forget that they are also part of good SEO practices!

Our Editorial Calendar Template is available for download along with our Media Planning Template. Download our templates and have control over all stages of your digital marketing strategy!

Did you miss any information on our calendar that you would like to add? Leave your suggestion in the comments!

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