First we performed a content audit where we identified our content. Next we performed a content analysis to determine the value of our content or lack thereof. This was followed by a content strategy where we determined the direction of the content campaign. Now it's time to create the publishing schedule. Kristina Halvorson describes the publishing schedule as how content is requested, sourced, created, reviewed, approved, and delivered.

Creating the publishing schedule

The publishing schedule will define the entire process, from individual tasks to the persons responsible for them:

1. Begin with a starting point. For example: Create more content for our blog.
2. Identify and schedule an end point.
3. Identify all the people that play a part in this process. This is applies to all involved, from strategists, writers, to even developers.
4. List the tasks
5. Allocate role players to the right tasks
6. Identify any obstacles or things that could go wrong.

Note: Ensure each piece of content has an allocated owner, the purpose of this is to clarify content responsibility and ensure that content is tended to timely. Remember that content needs to be updated regularly, whether that entails adding a paragraph of text or responding to a comment on the blog.

You don't want your publishing schedule to be set up randomly because consistency is considered professional and worthy of subscribing to. Besides users like to know when your content is available and sticking to a strict schedule ensures that content is delivered on time. Your content might also seem displaced and full of gaps, for instance when certain articles or information takes longer than expected to be produced and you don't have any backup pieces at hand. Rushing to get new content out there when you realise the last time something was published was weeks ago could produce a poor quality product.

The devil is in the details

Here are a few things you should incorporate into your publishing schedule:

1. What needs to be publish based on audience needs and your brainstormed ideas
2. Prioritized list of what to publish
3. Work effort required to publish each piece of content
4. Micro-content needed (e.g., page titles, headlines, navigation link labels, ALT tags, footers, blurbs)
5. Dates assigned for writing, editing, publishing for each piece of content
6. Publishing location (e.g. print, blog, email newsletter, Twitter, Facebook)
7. The author who will create the content plus their contact information
8. Backup content identified for each piece of content on the calendar

Go/No Go breakpoints identified for each piece of content and/or within the process. For example: if interviews are not possible or a writer gets sick. A good publishing schedule is like a project plan, however, it never ends because content always needs to be updated (And don't forget that!).

Organising your publishing calendar

Now it's time to organize your information using:

• Dedicated file folders on your computer or paper folders
• An online or paper calendar
• A spreadsheet system
• Tracking software within your publishing software

Printed out or more tangible schedules work well for small businesses who only need to publish content once a week or even once a month. A calendar will work well if you are a one man publishing team, in other words the only person who controls what gets published when. Spreadsheets are excellent tools for keeping track of important information.

The following information should be in your publishing schedule:

• Story Ideas
• Production Calendar
• Published Content
• Glossary of Terms

A well planned publishing schedule is essential in getting your content strategy off the ground. As well as ensuring your content is published consistently and maintained regularly to ensure your users receive only the most up-to-date and relevant content. In the next article we will be discussing writing for the web.

Previous article in the series: Content Strategy Part 2; Next article in the series: Writing for the Web

This article was inspired by the book Content Strategy for the web by Kristina Halvorson, 2010.

Julian Karstel is a Digital Marketing Consultant for Sound Idea Digital | @JulianKarstel | Julian@soundidea.co.za | Sound Idea Digital is a full service digital agency | www.soundidea.co.za |

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