How to Manage the Editorial Calendar (Whipplewood)¶
Owner: Bella | Updated: 2026-02-05
Purpose¶
Plan and get client approval for 90 days of blog content before each quarter begins.
Scope: This SOP covers calendar creation and approval only. For writing posts, see blog-article.md.
Key contact: Mona (Partner at WhippleWood) - approves calendar and provides expert input.
When to Use¶
Start 3 weeks before the quarter to allow time for internal + client review:
| Milestone | When | What |
|---|---|---|
| Deck ready for internal review | 3 weeks before quarter | Send to Ryan + Erik |
| Internal approval | 2 weeks before quarter | Incorporate feedback, finalize |
| Send to client | 2 weeks before quarter | After internal approval |
| Client approval | 1 week before quarter | Lock down calendar |
Quarterly deadlines: - Early December → Q1 calendar (Jan–Mar) - Early March → Q2 calendar (Apr–Jun) - Early June → Q3 calendar (Jul–Sep) - Early September → Q4 calendar (Oct–Dec)
1. Review Past Performance (Optional Enhancement)¶
Purpose: Understand what content worked to inform future topics.
- Pull SEO metrics for last quarter's posts (traffic, rankings, conversions)
- Note top performers and underperformers
- Include performance snapshot in the calendar deck (future enhancement)
2. Research What's Timely for Next Quarter¶
Purpose: Identify what's hot/relevant for WhippleWood's business in the coming quarter so articles are timely.
Research Areas¶
| Area | What to Look For |
|---|---|
| Regulatory changes | New tax laws, IRS updates, compliance deadlines |
| Seasonal deadlines | Tax filing dates, audit seasons, year-end planning |
| Industry trends | What's happening in accounting/finance that affects their clients |
| Client pain points | Questions from recent calls, common issues |
- Research upcoming regulatory changes (IRS, state, industry-specific)
- Check key deadlines in the quarter (filing dates, estimated payments, etc.)
- Review recent client questions from weekly calls
- Note any major industry news or trends
3. Select Topics for Next Quarter¶
Purpose: Choose 12 topics (1 per week) that balance SEO value, expertise, and timeliness.
Topic Selection Criteria¶
| Criterion | What to Look For |
|---|---|
| Client search demand | Topics people actively search (tax updates, cash flow, audits) |
| WW expertise building | Content that positions WW as Denver's go-to advisors |
| Timeliness | Regulatory changes, deadline reminders, seasonal planning (from your research) |
Content Mix¶
| Type | Description | Ratio |
|---|---|---|
| Deep Research | In-depth breakdown of complex topics, news, regulations. Needs WW expert input. | ~50% |
| Evergreen | Practical how-to guides that stay useful year-round. Actionable steps, checklists. | ~50% |
- Draft list of 12 topics
- Assign type (Deep Research or Evergreen) to each
- Align topics to WW key services: Business Tax, Fractional CFO, Forensic Accounting, Compliance
4. Build the Calendar Deck¶
Purpose: Create a presentation for client approval.
Deck Structure¶
First-Time Deck (new client or first calendar):
| Slide | Content |
|---|---|
| Cover | "WHIPPLEWOOD CONTENT CALENDAR" + date range + "Prepared by Renn Labs" |
| Goal | What we're here for, what this doc covers, client's role |
| Topic Selection | How we choose topics (3 criteria) |
| Content Types | Deep Research vs Evergreen definitions |
| Workflow | 4-step process table (Renn drafts → WW reviews → Renn edits → WW approves) |
| Calendar Overview | Quarter summary (12 posts, mix breakdown, service alignment) |
| Month 1 Calendar | Week / Type / Topic + brief description |
| Month 2 Calendar | Week / Type / Topic + brief description |
| Month 3 Calendar | Week / Type / Topic + brief description |
| Post Standards | What each post includes (takeaways, format, CTA, local angle, internal links) |
| Next Steps | Review, confirm approval, first draft timeline |
| Summary | Month-by-month topic list |
Recurring Deck (subsequent quarters):
| Section | Content |
|---|---|
| Cover | "Q[X] CONTENT CALENDAR" + date range |
| Performance | Last quarter's content performance (traffic, rankings, top posts) |
| Learnings | What worked, what to adjust, insights |
| Plan | 90-day calendar (Month 1, Month 2, Month 3 tables) |
| Next Steps | Approval request, first draft timeline |
Example Calendar Row¶
| Week | Type | Topic |
|---|---|---|
| Feb 3 | Deep Research | 2026 Meals & Entertainment Deduction Changes: What Employers Need to Know |
- Create deck from template
- Fill in 12 topics with brief descriptions
- Double-check dates align with actual calendar weeks
5. Internal Review (Ryan + Erik)¶
Purpose: Get internal approval before sending to client.
- Share deck with Ryan and Erik for review
- Post in Slack or email:
@Ryan @Erik - Q[X] Content Calendar ready for internal review.
📄 [Link to deck]
Please review topics and let me know any changes before we send to WhippleWood.
Target: Include in next weekly meeting if changes needed.
- Allow 3-5 days for internal feedback
- Incorporate any changes from Ryan/Erik
- Get explicit approval before proceeding to client
If feedback requires major changes: - Update deck - Re-share for quick confirmation
6. Send to Client (Mona)¶
Purpose: Get client buy-in before drafting begins.
- Export deck as PDF
- Post in Slack (
#ww-content-reviewor shared channel):
@Mona Here's the Q[X] Content Calendar (Feb–Apr 2026) for WhippleWood.
📄 [Link to deck]
Please review the 12 topics and let us know:
- Any topics to swap or change
- Any concerns or additions
Once approved, we'll start drafting the first post immediately.
- Allow 3-5 business days for review
7. Incorporate Client Feedback¶
Purpose: Adjust calendar based on Mona's input.
Typical feedback: Mona often suggests additional topics or adjustments (rarely rejects outright).
- Review all feedback from Mona
- Add or swap topics as requested
- If she suggests more than 12, discuss with Ryan (capacity)
- Update deck if changes are significant
- Confirm final version
If no response after 5 days: - Follow up in Slack - Mention in weekly call if still pending
8. Lock Down in Google Sheet¶
Purpose: Create the master calendar that drives weekly execution.
Google Sheet Structure¶
| Column | Content |
|---|---|
| Week Start Date | Monday of publish week |
| Type | Deep Research / Evergreen |
| Topic | Approved topic title |
| WW Expert Input | Mona fills this in - talking points, technical details, quotes for Deep Research posts |
| Status | Not Started / Drafting / In Review / Approved / Published |
| Draft Due | 5 days before publish |
| Publish Date | Target publish date |
| Live URL | Filled after publish |
| Notes | Any special instructions |
Note: WW Expert Input column is especially important for Deep Research posts. Mona adds her expertise here before drafting begins.
- Transfer approved topics to master Google Sheet
- Set status to "Not Started" for all
- Share sheet link with team
- Notify Ryan that Q[X] calendar is locked
9. Hand Off to Blog Workflow¶
Purpose: Start the weekly blog workflow.
- First post drafting begins immediately after approval
- Follow
blog-article.mdSOP for each post - Update Google Sheet status as posts progress
Done When¶
- Client has approved the 90-day calendar
- Master Google Sheet is updated with all 12 topics
- First post is in drafting
If Stuck¶
- Don't know what topics to pick → Review past performers, check SEO tools, ask Ryan
- Client requests major changes → Accommodate and resubmit
- Client not responding → Follow up at 5 days, escalate to Ryan at 7 days
- Topic becomes outdated (regulation changed, etc.) → Swap with backup topic, notify client
FAQ¶
Q: How far ahead should I start? A: 3 weeks before the quarter. Internal review (Ryan + Erik) happens first, then send to Mona 2 weeks before.
Q: Does the client see the Google Sheet? A: No. It's internal only. We review progress in the weekly meeting with the client.
Q: What's the "WW Expert Input" column for? A: Mona fills this in with talking points, technical details, or quotes - especially for Deep Research posts.
Q: What if we need to change a topic mid-quarter? A: Swap it with Mona's approval. Update the Google Sheet and note the change.
Q: Who decides the topic mix (Deep Research vs Evergreen)? A: Renn Labs proposes, Mona can request adjustments. Aim for ~50/50 balance.
Q: What if Mona wants more than 12 posts? A: Discuss with Ryan first (capacity/pricing). Don't commit without approval.
Q: Where do I find topic ideas? A: Research what's timely next quarter (regulatory changes, deadlines), SEO tools, client questions from calls, industry news.
Q: What's the turnaround per post?
A: 5-7 business days from draft start to publish. Client needs ~15 min to review each. (See blog-article.md for that workflow.)
Templates & Links¶
| Resource | Location |
|---|---|
| Calendar Deck Template | [Google Slides link TBD] |
| Master Content Calendar | [Google Sheets link TBD] |
| Blog Article SOP | sops/projects/whipplewood/blog-article.md |