When Does It Make Sense to Create Another Content Calendar?

 In Content Planning

The beauty of an editorial calendar lies in its ability to help us organize and simplify our content planning and management. But those strengths quickly turn into weaknesses when a calendar becomes overloaded with projects, tasks, reminders and deadlines.

That’s why one of the central features in DivvyHQ’s content calendar tool is the ability to create unlimited shared calendars. This enables your team to divvy up content initiatives, campaigns and channels while maintaining visibility and customized structure around each.

However, it doesn’t always make sense to create a new calendar. So today we thought we’d offer a primer for content managers seeking to optimize planning clarity and convenience:

In which situations does it make sense to create multiple content calendars?

When advising our customers, we typically break this down from four perspectives. The decision to queue up additional calendars is dependent on your content volume, strategy, team and workflow specifics.

Determining the Need for Additional Content Calendars

Volume: How Much Content Do You Produce for This Initiative?

This is fairly straightforward. If you’re going to producing a significant volume of content for a given initiative (i.e. weekly frequency or higher), then it almost always makes sense to set up a dedicated content calendar. But for sporadic or sparse campaigns, doing so might just create unnecessary extra clutter.

For instance, if you send out multiple different email newsletters to separate subscriber lists, and you deliver to all of them on a weekly cadence, then it makes sense to equip each with its own calendar. But if you send out newsletters once per month to those lists, it’s probably simpler and cleaner to just group them all into the same unified “Email Newsletters” calendar.

Strategy: Does This Initiative or Campaign Have Unique Strategic Elements?

Another handy aspect of creating distinct calendars is that it’s easier to separate the strategy piece. If a particular channel, property or campaign has a specific content strategy that’s unique from other things you do, it should probably live in its own calendar. This will make it easier to maintain consistency and repeatability with strategic fields, metadata, and creation process.

Team: Is There a Dedicated Group Owning and Managing This Initiative?

Collaboration is crucial, but can be one of the biggest barriers for content teams to overcome, especially in larger and more distributed organizations. As such, it’s helpful to structure your calendar by users — who will need to access and utilize a particular calendar and who won’t? If there’s a defined group working on an initiative, you can create a calendar for it and give access only to the people who need it, thus reducing the “too many cooks” pitfall.

Workflow: Does This Initiative Have Its Own Unique Workflow Process?

Workflows tend to vary greatly based on content type. A blog post has a very different creation and revision process than, say, a podcast or an update to your website copy. In Divvy, you can create custom content workflows that streamline and automate your scheduling. For maximum simplicity, it might be helpful to bucket all similar workflows in the same calendars.

Getting on the Same Page

When you have unlimited access to something, it can be tempting to take full advantage. My pockets, still overflowing with peppermints from last night’s restaurant host stand, will attest to this.

But while every DivvyHQ plan includes all the calendars you desire, you’ll want to be thoughtful about each one you create. It’s all about reducing complexity and making things as easy as possible for your team. The ideal setup varies based on any organization and its internal workings, but in general, the guidelines above have helped our customers find a sweet spot with their content planning.


For more guidance on mastering your content calendars, check out these other posts on our blog:

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