Stay One Step Ahead with an Annual Editorial Plan
This is Part 2 of our End-of-Year Strategic Checklist Series. Read Part 1.
This article contains work and methods created by Clarity Channels Communications.
If you’ve been in the strategic communications game for any length of time, you’re guaranteed to have felt this way at some point: that feeling of being in a hamster wheel where you can’t seem to get caught up, much less ahead.
We’re here to tell you – it doesn’t have to be this way. And the first step for getting ahead is to do the work of creating your 2025 editorial plan.
With a few hours set aside this December, you can map out a year’s worth of content that aligns with your organization’s goals. Whether you’re planning an annual report, celebrating milestones, or promoting events, here’s a step-by-step guide to help you build an effective editorial plan for 2025.
Set Up Your Template
It doesn’t have to be fancy. A simple spreadsheet will do the trick (hey, it’s what we use). As long as it maps out a timeline, you’re on your way. We usually recommend setting it up by month, but quarterly or weekly may be a better fit for your organization.
We also like to include the medium (newsletter, social, press release, etc.,) and space for notes, but decide what works best for you.
Define Your Goals for 2025
Map out what you are trying to accomplish in 2025. Are you trying to grow your social media following? Get more press coverage? Increase your number of donors? These questions can help guide what you choose to include in your plan.
Reflect on the Past Year
Take a walk down memory lane: search through your inbox, your social feeds, and other marketing platforms to refresh yourself on what you released each month. Ask yourself:
Which of these things will I be doing again next year?
Which of these things worked and what didn’t?
Was there anything I missed this year that I promised I wouldn’t miss next year?
Populate Your Plan
Here’s the fun part – actually jumping in! Go month by month and start dumping in your content.
If you don’t have exact dates yet, that’s okay! Just put them in a placeholder spot until you have more information. This is a living, breathing document – you’ll make regular updates, so it doesn’t have to be perfect on your first draft. Here are some things you’ll want to ensure are in your plan:
Key Organizational Communications/Marketing Projects
Include key projects such as:
Annual reports: What’s your timeline for writing, designing, and publishing?
Celebrations: Are there organizational anniversaries, milestones, or appreciation days to highlight?
Events: Pin down dates early and plan pre- and post-event content.
Campaigns: Align seasonal giving or promotional efforts with relevant themes.
Key Dates
Fill your editorial calendar with known events, including:
National holidays
National observances (Ex: Black History Month)
Industry-specific observances (Ex: National Teacher Appreciation Week)
Community events
(Pro Tip: There are an infinite number of holidays/celebrations your organization could recognize. Consider creating a document outlining which celebrations/observations your organization will champion and develop criteria that aligns them to your mission, vision, and values.)
Content Types
Now that you’ve populated what you’re talking about, you need to outline how you’re going to talk about it.
Blog posts: Deep dives into relevant topics.
Social media: Quick, shareable updates and visuals.
Videos: Engaging storytelling or event recaps.
Emails: Personal or targeted messages delivered directly.
Newsletters: Direct, curated communication.
Print pieces: Reports, brochures, or one-pagers.
Press release: Outreach to media.
Match your content type to your message. For instance, add in a press release to announce registration for an upcoming event, and follow up on social media with photos recapping the event’s success.
Build in Flexibility
As mentioned above, this is a living, breathing document. We are big believers in leaving space for the unknown so you have capacity to jump on strategic opportunities that come your way.
Ask for Feedback
Send your draft to the leadership team to ask them to help you fill in some of your unknowns. Has this program set a date for the event you’re missing yet? Is there a new donor push planned that you haven’t been looped in on? Is something you did last year being discontinued this year?
Adjust As You Go
Review your plan monthly and adjust as new things emerge. Add things in retroactively, too.
Celebrate How Easy the Next Year’s Plan Will Be!
You’ve done a lot of work! If you’ve been diligent with updating your editorial plan, December 2025 will be a breeze as you populate your 2026 plan!