How to build a content calendar – updated with 2016 template

Creating a content calendar for your company from scratch is one of those tasks that seems ridiculously complicated at the outset but which, with a systematic approach and no scruples about stealing other people’s methods, can actually be fairly straightforward.

At Manifesto we have no problems with other people borrowing our methods so we here offer up a content marketer’s guide to building a content calendar along with a free template to help you build your own.

Updated: The content calendar template has been updated for 2016. Download your free template for the coming year by clicking on the image below.

Content calendar template 2016


The Aim of a Content Calendar

A content calendar is a shareable resource that a marketing team will use to plan its content marketing activity. The benefit of using the calendar format, rather than just a long list of content to be published, is that you can visualise how your content is distributed throughout the year. This allows you to

  • plan content around key events in your industry or important dates;
  • see where you have gaps in your content plan, with plenty of warning to line up more content;
  • make sure you have your content ready in plenty of time to publish.

In general the further ahead you plan your digital content publishing the better placed you are to produce a consistent flow of content that builds your brand’s perceived expertise in your chosen subject areas. Looking at the year ahead you might see several industry or world events that you want to plan content around – the content calendar is a place to store and manage this information.

You might plan content on a weekly, monthly or quarterly basis depending on how quickly your industry moves – you might need to be reactive or adapt your plans frequently – or how changeable your content production resources are.

Building a Content Calendar in Three Easy Steps

Step 1: Identify your topics/audiences

A brand will rarely be publishing content to only a single audience. Most businesses and organisations have several groups of stakeholders or customer types, each of which are interested in different kinds of content.

For example, a digital agency like Manifesto not only wants to produce great content for potential customers interested in, say, content management systems but also for potential new employees who want to know how good a company we are to work for.

Defining your different audience types is not the job of one person alone but should be the result of a conversation between all the externally facing departments of your organisation: sales, marketing, customer services, HR etc.

Though it’s likely that the main focus of your content strategy will be developing new business (i.e. generating leads), you’re missing a trick – and doing your colleagues a disservice – if you don’t consider other types of audience.

The other aim of this inter-departmental meeting – beside identifying your different audience types – should be to decide the weighting of content distribution between them e.g. 75% buyers of product A, 10% buyers of product B, 10% existing customers, 5% potential new employees.

You should already know how much content you’re capable of putting out each month/quarter/year. You could divide this up into person-hours or put a monetary value to it. The weighting will then help you determine exactly how much content you should be aiming to produce for each audience.

Step 2: Take stock of your content assets

It’s usually not necessary to produce all your content from nothing. Most businesses and organisations will have valuable and previously unexploited stocks of content assets just lying around waiting for an ingenious marketer to dust them off.

These content assets might take the form of:

  • slide decks from training sessions that can be re-purposed as videos, blog posts or, er, online slide decks;
  • data from your CRM system, surveys or even finance department that can be turned into infographics or news stories;
  • expertise of your colleagues that can be tapped for video, audio or transcribed interviews;
  • whitepapers that can be rewritten as a series of blog posts;
  • old blog posts that can be updated with fresh information or, if they’re all on the same topic, combined into an uber-post or whitepaper.

Re-purposing content assets really takes away some of the strain of having to come up with a bazillion new content ideas and helps you efficiently fill gaps in your content schedule. A single content asset can also often give rise to several pieces of content e.g. an infographic can support a blog post which analyses the integrity of the data it was based on and perhaps a video which explains the wider ramifications of its findings.

In the worksheet named ‘Content Repository’ in our downloadable template you have space to enter all your content ideas and assign authors before transferring them to the content calendar proper. You can also then track each piece of content here as it develops, adding notes about related social activities and events, as well as keeping track of those ideas that never make it to press but which might inspire other ideas further down the line.

Content calendar repository

Step 3: Schedule, publish, promote, track and tweak your content

Regular editorial planning meetings between all those involved in content creation should be scheduled well before the next publishing period – be that month or quarter. This meeting can be used to schedule the publishing content from your repository with realistic time frames and be used to book in supporting social media activity, email newsletter inclusions etc.

The planning meetings can also be used to review the visit, engagement and revenue (if available) stats from previous periods to assess which types of content are most successful, and perhaps need to be replicated; and which are less successful, and perhaps need to be rethought

Analytics (both web and social) and revenue data can also be used to make tweaks to already published content e.g. titles, introductions, outbound links etc to optimise visits and engagement.

Using your Content Calendar Template

Rather than first fill up the content repository with great content ideas, and then use it to populate the calendar, use the two together. Important events will determine what pieces of content you want to produce and the changing availability of resources will determine when you’re able to publish certain pieces.

  • The first column of the calendar sheets marks date periods in weeks (though obviously you can make this more granular for organisations with daily content publishing activity).
  • The second provides space to fill in important calendar events which may affect your publishing schedule (e.g. for retailers, Christmas, for accountants the end of the Tax Year).
  • The third, fourth and fifth are for marking important dates for each of your content topics. Such events might include trade shows, conferences, product launches of updates. You might need more or less of these columns depending on how many audience types you need to cover.
  • The sixth column lets you mark important company events which you might want to publish content on e.g. price changes, product launches, potential award wins, campaign launches.
  • The seventh, eighth and ninth columns are for scheduling pieces of content – colour coded by topic/audience – and the tenth, eleventh and twelfth for scheduling supporting social media activity. Again, you might need more or less of these columns depending on how many pieces of content you have the resources to publish in each period.

Great content is at the heart of a good online marketing strategy. The content calendar provides a bird’s eye view so you can see what’s coming up, when is the best time to publish and your window of opportunity for pre- and post-publication content promotion.

We find working in this way really helps us stay on top of our content strategy – we hope you find it helpful too. Please do let us know by leaving a comment.

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  1. JEN YOUNG says:


  2. With havin so much content do you ever run into any problems of
    plagorism or copyright violation? My site has a lot of exclusive content I’ve either written myself or outsourced but it looks like a lot of it is popping it up all over the
    internet without my permission. Do you know any solutions to help protect against content from
    being ripped off? I’d definitely appreciate

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