Often there are two different types when it comes to the process of editorial planning. On the one hand, there are the planners. They benefit from taking the time to create a plan for the next months, which they can work through in a structured way. On the other hand, there are the spontaneous types, who are bubbling over with ideas – but not necessarily at the time they are planning their content. We will show you tricks how the two types can benefit and learn from each other.

The Planner

Structured to-do lists and clear planning processes are part of your everyday life? Then it is worthwhile to use these preferences also for setting up your content plan. Take the time to schedule your editorial content in regular intervals. An editorial plan can have many faces – you decide which areas you want to cover and what level of detail is right for you. An Excel spreadsheet is often used for creation and administration of editorial plans. It provides you the ideal environment to simply plan your topics, but it is also possible to cover more information in it, like responsibilities, deadlines and required graphics.

If the structure for your editorial plan is finished, it comes to the hard work: Filling the plan with topics. Therefore, you can use the house association from our content strategy blog post. These ideas already land in your editorial plan and are supplemented by various sub-topics. A planner can benefit from making mind maps, to keep the context of different topics in a structured way. It is also possible to use the Osborn method, where existing ideas can be developed further.

The Spontaneous

The best ideas come to your mind when you do not expect them? Do not let your creative thoughts fade away and hold on to them as soon as they occur in your head. An editorial plan does not inhibit your flexibility – it just depends on how you build it up. For spontaneous types, for example, the organization tool Trello is a good option. There you can collect your ideas in cards and organize them into categories that reflect the content of your newsletter, such as “User Tips”, “Success Stories” or “June 2017”. You can imagine the tool like a card-box, which you can build up according to your needs. As soon as an idea comes to your mind, call up your editorial plan and integrate it into your content roadmap.

However, how can you remedy if day x is here and you still don’t have enough topics for your email marketing newsletter? There are a few tips, to boost your creativity. Google Suggest, for example, offers a good insight into questions that are interesting to your readers. Try different keywords for your general newsletter topics and be inspired by the suggested search terms and headlines. Likewise, you can have your imagination stimulated by an image search, or you can dedicate yourself to another task in a similar context. In the meantime, the ideas for further newsletter topics will follow automatically.

Regardless of whether you are the planner or you prefer to use your spontaneity, it is worthwhile to focus a creation of content that perfectly fits to your target group needs. Therefore, a well thought content roadmap is indispensable. Rely on your own preferences and try something new to get the best results. The strategically well thought topics are also available for the communication on other channels – the planning is therefore worthwhile twice.

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