Ep. 32 | What You Need To Know About Editorial Calendars

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In this episode of the Rethink Podcast, we chat with McKenzie Ingram, a content strategist for Act-On Software, who tells us what you need to know about editorial calendars.

In addition to writing content for eBooks, web pages and emails, McKenzie also manages the Act-On blog. In our conversation, she shares her insights on planning an editorial calendar, identifying themes for your calendar, trying out different types of content with your prospective audiences, managing a team of writers and more.

Why should you have an editorial calendar?

First, a little bit of planning goes a long way toward having time to think about (and research) what you’re going to create, whether that is a blog post, eBook, or video.

Second, using an editorial calendar also helps you coordinate your content plan with your other marketing activities. A related third reason is that by coordinating your activities via a common editorial calendar, you will be able to leverage all that work into bigger themes.

For example, are you planning on attending a major industry trade show this summer? Guess what, most likely your audience is, too, and could benefit from a blog post on 3 or 4 tips on how to get the most from their next trade show (either as attendees or exhibitors). Within that post, you could mention your event schedule and booth location. You can build a PPC or social ad campaign that sends folks not to the value-added blog post (it could also be a webinar, infographic, or video).

You get the idea.

Enjoy the conversation, and we hope you can get one or two takeaways that you can bring to your business.



  • What is the cadence for Act-On’s editorial calendar?
  • Using themes
  • Is there a perfect type of content
  • Variety & testing content types
  • Repurposing & the Rule of Fours
  • Adapting for the unknown
  • Managing a team of writers
  • Sharing your calendar with your team
  • Why is this important?