Create, measure and win with editorial planning

We know that planning ahead for editorial content can be hard – especially in today’s volatile and fast-changing world.

Earlier this month, we sat down with clients for an informal discussion about their approach to editorial planning for the corporate website and other digital channels. They shared valuable insights into the types of content that resonate with their audiences, effective story sourcing strategies and how they measure success.

Here are six key takeaways to help you rethink your editorial strategy:

1. The 60:40 balance

"Plan 60% of your content, but leave 40% as wiggle room"

A solid editorial strategy starts with structure - but flexibility is key. Aim to plan 60% of your content at the beginning of the year, mapping out key topics and stories aligned with your objectives. This forms an editorial calendar of sorts for you to refer to. But the remaining 40%? That’s your wiggle room. News will break and crises will hit, and the best content strategies allow space to react in real-time. Know your overarching plan, anticipate the conversations you’ll lead, but always leave room to adapt.

2. Authenticity over corporate polish 

"More authentic, less glitz."

Audiences – especially younger people– tune out content that feels overly corporate. Stiff, jargon-heavy and overly polished editorial pieces can come across as impersonal and out of touch. Instead, authenticity wins. The best stories feel human, relatable and engaging. A simple rule? Ask contributors: What would you tell your friends about this topic? Ditch the corporate filter and lean into real, personal storytelling that connects.

3. Let employees tell the story

"Personal angle plus innovation in action is gold in storytelling."

Great storytelling starts from within your organisation. Employees bring a truthfulness and personal insight that audiences connect with. Whether it’s highlighting women across the business for International Women’s Day or sharing personal experiences on World Cancer Day, these real voices and stories make an impact – and humanise your company in the process.

But getting employees involved isn’t always easy. Make participation simple and low-pressure – hold informal chats to uncover great stories, host friendly photo competitions or use quickfire Q&As instead of long-form writing. The easier and more interactive the process, the more willing employees will be to share – and when they do, the content feels the most genuine.  

4. Quality over quantity 

"Cut long form articles up into 20+ pieces of content for socials!"

You do not need to churn out endless articles to make an impact. Instead, focus on creating high-quality, story-driven content that engages your audiences. Whether it’s a 600-word piece or a five-minute video, the key is delivering value.

Once you’ve got your core content, mine it for social media posts – multiple social media posts! Pull out key quotes, create bite-sized snippets or draw attention to compelling statistics. Repurpose long-form material into shorter “insights” to maximise reach without the constant content grind. This approach ensures you are getting the most out of every piece you create.

5. Embrace new formats

It is time to move beyond the traditional “Stories” section of your corporate website! Audiences increasingly prefer different formats, especially quick, punchy snippets like YouTube Shorts. Podcasts are becoming a go-to for thought leadership, allowing you to deep-dive into complex topics in a personal and engaging way. Starting a podcast might seem like a big leap but think of it as an exciting chance to innovate. Mixing up your content formats keeps things fresh and ensures you’re meeting your audience where they’re at.

6. Measure what matters

"Work backwards from the goals"

Tracking content performance isn’t just about the numbers – it’s about measuring what truly matters. Implement a system that captures both quantitative metrics (like traffic and engagement) and qualitative outcomes (such as earned media coverage). Always “work backwards from the goals” to make sure your measurement is tied to what you want to achieve. Tracking user engagement, like how long people spend reading articles or watching videos, is key. Even less popular content can be valuable if it drives in-depth engagement with the right person. Remember, a targeted reach beats mass appeal every time.