It takes more than great writing to make a nonprofit blog a success. While a talented wordsmith is certainly an asset, a reliable calendar may be even more important.

“More than anything, an editorial calendar offers a way to stay organized and ensures that you share your message consistently while also providing value to the audience,” says Amy Steinmann, principal for Halbrooke & Elm Strategic Communications, a firm that lends support for small businesses and nonprofits. A well-maintained calendar is as much an accountability tool as it is a guideline for presenting clear and useful content to the people who need it most. Steinmann, who has guided healthcare organizations in their blogging efforts, offers steps for building an editorial calendar:

1. Start planning six months in advance. This time frame offers enough lead time for blog writers to prepare their topics but also leaves room to pivot if necessary. “The COVID pandemic was a situation in which a shift in content was necessary for many organizations,” Steinmann shares. “Even in instances where you have to change course, you may find that there is still highly relevant content. It’s nice to be able to look at your six-month plan and see what you can pull or update to fit your needs.”
2. Choose topics that reflect organizational goals and audience needs. “For example, healthcare organizations that want to raise awareness of services may consider sharing patient stories, profiles of doctors and staff or health tips related to awareness months,” Steinmann says. “Often organizations and associations that support awareness events can provide content and social media posts which can be used as a starting point.”
3. Publish high-quality content consistently. While a weekly posting schedule is ideal, this should only be pursued if it can be maintained long-term. “If you’re only publishing once a month, it’s especially critical to make sure every post is well-written and engaging,” Steinmann adds.
4. Experiment with different formats. “The traditional text blog is great, but try sharing the occasional two-minute video and include the transcript, or present an audio interview accompanied by a blurb with the highlights,” Steinmann suggests. “Doing so will keep your blog dynamic and interesting.”
5. Reference metrics. “Check in quarterly to see how many views, comments and shares your posts have garnered,” Steinmann says. “It won’t give you a ton of data, but it can help you shape your content plan for the next six months.”

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This article first appeared in the September 2021 issue of the Nonprofit Communications Report.