So let’s clear that up at the start.
The editorial plan contains the detailed tactics and overall approach you will use to achieve the aims of your content strategy.
Typically it will include the areas your content will cover; topics for those subject areas; details of who is going to produce the content; and determine when it is going to be produced by.
Often it may also include ideas for timeless ‘evergreen’ content; how existing material can be repurposed; and how best to feature timely topics.
At Thirty Seven we think of editorial planning as running a newsroom – if you are producing a newspaper or news bulletin you need to know where your stories are coming from, who is working on them, when the deadline is; how you will illustrate and display them; and whether there are new angles to existing stories.
The news editor plays a crucial role in pulling all these components together into a seamless, coherent plan. And can then decide how to promote these and make a decision on whether it’s front page news or something for page five.
That is why we put a news editor at the centre of all our content planning and production.
Together with the rest of our editorial team, they will map your content out on a bespoke editorial calendar to ensure it is always published at the right time for your audience.
Media First designs and delivers bespoke media and communications courses that use current working journalists, along with PR and communications professionals, to help you get the most from your communications plan.