Editorial calendars help ensure a smooth execution of the content strategies communications teams work hard to create. However, when the time frame for producing a specific piece of content extends well into the future, key details and necessary next steps may be neglected or forgotten along the way.
Some teams may pencil in a date months in advance for a big content project to be completed, then let weeks fly by without making any progress on it. Rather than risk missing an important deadline, make a clear plan to guarantee nothing critical slips through the cracks and that the timeline is manageable.
Here, 11 members of Forbes Agency Council share advice on how to streamline the process and meet long-lead deadlines.
Forbes Agency Council members share their best advice for communications teams preparing to meet long-lead deadlines.
Photos courtesy of the individual members.
1. Work Backward Without Procrastinating
Plan focus time slots weeks in advance so you can move toward milestones and have collaboration along the way. Resist the temptation to let the last-minute pressure of procrastination fuel you. You can also keep the deliverable on a “rainy day” projects list. Then, when there is a slowdown, someone on your team can chip away at the piece without it clogging up their daily to-do list. – Becca Apfelstadt, treetree
2. Rely On Relevance And Time Sensitivity
There are always major events, holidays, sporting championships—whatever it is that is relevant to your industry. If you’re aiming for long-lead deadlines, tie them to recurring events. – Damon Burton, SEO National
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3. Establish Strict Timelines And Backup Deadlines
Establish a clear goal with a strict timeline. Break the project down into many small deadlines in a shared spreadsheet to keep track of important dates and responsibilities. While it is crucial to adhere to this timeline, backup deadlines are necessary in case something goes wrong. Having weekly meetings is also an effective way to evaluate progress, discuss upcoming plans and boost morale. – Adrian Falk, Believe Advertising & PR
4. Create A Corresponding Communications Calendar
This calendar can live in tandem with the almighty editorial calendar, but it can almost lie directly on top of it to add the many colors and nuances of your overall communications strategy. Many companies struggle with this, but the more you tie these together, the more you will be able to bring cohesion not only to your approach but also to your team. – Christopher Tompkins, The Go! Agency
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5. Understand Which Teams Are Involved
Understanding which teams are involved and how they are affected is essential for communications teams planning long-lead deadlines. Keeping each team in the loop allows them to remain accountable and deliver on time, reducing the last-minute changes that disrupt everyone’s workflow. – Larry Gurreri, Sosemo LLC
6. Stay A Step Ahead By Starting Initial Outreach
I’m a big fan of being a step ahead instead of a step behind. When it comes to long editorial calendars, I always like to look at which tasks can be started early, such as doing outreach for sources, quotes and so on. You’ll be a step ahead, so you’re often going to get a “yes” from the people you talk with because their schedule is most likely clear. – Brian Meert, AdvertiseMint
7. Set Mini-Deadlines To Streamline Development
There’s no reason to abandon the editorial calendar for projects of any length. Use your calendar to plan in stages and account for any date-specific elements. For example, if a project is due six months out, have one or two mini-deadlines every month. If your project hinges on an event or a date-specific topic, you can still lay out your tools ahead of time to streamline the development process. – Dmitrii Kustov, Regex SEO
8. Consider The Editorial Calendars Of Key Publications
Consider key editorial calendars when you plot your long-term, 90-day or annual strategy for a client. If you know when certain topics are going to be covered by target publications, you can hold on to those story angles until it’s the most opportune moment to pitch them. This also ensures you’re thinking ahead and looking for case studies, other relevant research, data and more to support those themes. – April Margulies, Trust Relations
9. Utilize Project Management Software
As you’re planning your long-lead deadlines, consider using your project management software to help you manage tasks as you go. Treat it as you would a client project, and you’ll get it done in stages instead of in a last-minute panic. Also, make sure to note the audience of the long-lead event on your editorial calendar to make sure you have best-fit content reserved for the publication or event. – Megan Devine, d.trio marketing group
10. Have A Formalized Process And Schedule Communications
It’s important to have a formalized process that sets forth roles, responsibilities and deliverable dates throughout the project to its completion. Regularly scheduled communication, both internal and external with the client, will ensure you stay on-plan. By following the process and the communication schedule, you ensure alignment and on-time delivery of great work. – Jonathan Schwartz, Bullseye Strategy
11. Get To Work Before Long-Term Projects Become Urgent Objectives
Because we’re so often at the mercy of the urgent, long-term goals often become urgent objectives after periods of neglect. Hedge that risk by spending time today on your long-term project work. Break it down into digestible chunks and identify the evergreen pieces within them. Get to work on those pieces now to prepare yourself for the urgent ones you know are coming. – Mary Ann O’Brien, OBI Creative
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Author: Expert Panel®, Forbes Councils Member
