Without fail, one of the biggest challenges I’ve run in to in organizations and with clients is that while nearly every organization has great content, it can be a big challenge to coordinate and organize all of that content so everything is used everywhere it makes sense. What follows on this page are resources I’ve developed or identified that can help make that challenge a little bit easier. Have any specific questions? Feel free to contact me!

Distribution Audit

This is simply a list of everywhere your content could go, from the smallest business card to a full vehicle wrap. By making a list of your distribution outlets, you ensure that you are less likely to miss an outlet when you’re planning for your content. Here’s a place to start (this particular list is specific to financial institutions):

  • Website
  • Blog
  • Emails
  • Social media
  • Online banking / app
  • Targeted banner ads
  • Retargeted banner ads
  • Search advertising
  • Sponsored content
  • Automated communications
  • Mailers
  • Inserts & onserts
  • Newsletters
  • Flyers
  • Printed ads
  • Signage
  • Clothing
  • On-hold messaging
  • Swag
  • Cards
  • Car wraps
  • Business cards
  • Events

Content Audit

This is simply a list of all of the content you already have created or are planning to create. Include in that list who is creating the content, if they’re on your marketing team or not.

Doing this will help your team in three ways:

1: It gives a list of all of the content that already exists, and might be used in new places.

2: It answers the question “who provides content for us,” so you’re not starting from scratch.

3: It reveals any weak areas or missing areas in your current content.

  • Website pages
  • Blog posts
  • Emails
  • Press releases
  • Newsletters
  • HR materials
  • Educational content
  • Event content
  • Interviews

Content Checklists & Calendars

Of course, the best planning in the world isn’t going to help much if you can’t put that planning into practice. I always recommend creating a content checklist and a calendar that acts as the single source of truth for any project. It needs to be easily sorted and useful for each individual that will be looking at it, a part of your workflow, and to have an owner. If it’s everyone’s job, it will become nobody’s job.

There are a number of tools that you can use for this, ranging from old-school to high-tech. A few examples:

Content calendar on Google Sheets (hey, some people knock Excel sheets, but for some marketing departments, that’s what works best.)

Airtable is a database program that has both free and paid plans. I love it and utilize it for many different reasons. The great thing – and challenging thing – about it is that you can build it from the ground up. Think of it as interlinked spreadsheets, but better! I’ve built a content calendar sample you’re free to look around that can be done with the free plan. If you prefer, Airtable also offers a number of templates that you can use and edit, though they often have features that the paid plans require.

I’ve also seen teams successfully use Trello, Monday.com, Basecamp, Asana and more.


Need help? I’ve helped teams of 2 to 200 implement integrated content planning calendars, technology, and processes. You can always schedule 15 minutes on my calendar to pick my brain – for free!