02 / Editorial and content planning
Good stories.
Finally in the plan.
Between daily work, completed projects and customer conversations, there is plenty to talk about. wirkt. gathers, weighs and develops those stories as an external editorial team that thinks ahead and follows up.
Example of an editorial planning board. Responsibilities and dates are agreed for each project.
What we take on
Many ideas become
a clear direction.
We turn your company's knowledge into communication people can understand. That means asking the right questions, putting material in context and developing a story into strong copy.
Find stories
We look for substance in conversations, existing documents and recurring customer questions. We record ideas before they disappear in daily work.
Set priorities
What is timely? What explains your offer? What helps customers make an informed decision? We assess stories by relevance, timing and available material.
Write the content
Notes, interviews and specialist information become readable website updates, articles or social posts. We shape the main point, structure and appropriate tone.
Organize the editorial work
A shared plan makes stories, formats, responsibilities and approvals visible. We keep the work together and identify missing information in time.
When communication is squeezed into spare moments
You do not need to be
the editor as well.
Often a post stalls near the finish: a specialist has sent notes, images are in a different folder and nobody owns the final copy. This is exactly the work an external editorial team can take on.
Business leaders short on time
You set the direction and explain important developments. We prepare stories and drafts from them. You focus on the technical details and approving the content.
Marketing teams with too much to do
Events, sales material and ongoing projects all compete for attention. We take on agreed editorial tasks and deliver in a way that fits your existing process.
Experts with plenty of knowledge
Your team does not need to write publish-ready copy. We uncover expertise through conversation, explain it for the audience and put important technical points to you for review.
Where we begin
Four sources almost every
business already has.
Recurring questions make a strong starting point for explanations. We turn internal knowledge into answers people can understand without prior expertise.
Challenges, decisions and results provide specific stories. We clarify which details may be published and what they can show.
Experience, responsibility and teamwork become tangible through real insights. That takes a good question and a point worth making.
New offers, processes or dates deserve clear context: what is new, who needs to know and what should happen next?
A look inside the plan
Three quick remarks.
One clear direction.
‘Customers ask that all the time.’ ‘That project would be interesting.’ ‘Something changes next month.’ We turn remarks like these into specific editorial assignments, instead of keeping a list of good intentions.
The plan records more than publication dates. It shows what information is missing, who will provide it and how a story might work in different formats.
Illustrative working example, not a client project.
From story idea to assignment.
An example content cycle
Each story has an owner, material requirements and an approval date. That turns an idea into a task someone can complete.
What happens between a note and publication
We keep asking questions
until the point is clear.
‘We offer individual solutions’ says little about what your business actually does. The specific task is more interesting: what was the customer trying to achieve? What had to be taken into account? Why did a particular solution make sense?
We work out these differences. We explain specialist terms, replace vague claims with concrete details and structure the copy so readers quickly find what matters to them.
Your own voice remains recognizable. A down-to-earth business should not sound like an entirely different company in print. We look for words you would use in a good customer conversation.
From a pool of stories to ongoing editorial work
An editorial plan
people actually use.
You can start with a defined writing assignment or agree ongoing editorial support. What matters is which tasks we should handle regularly.
Every story has a purpose
The plan says which question the content answers, who it should reach and what format fits. An explanatory website article, a timely update and a short social post differ before writing begins.
Responsibilities and material are visible
We record who can provide information, which images are missing and when approval is needed. A date is realistic only once these requirements are clear. We prioritize together when capacity is tight.
Good content can keep working
A detailed specialist article can yield individual answers for social media. Recurring questions can feed an FAQ. We plan those uses from the start and adapt the opening and length for each channel.
Your website stays current
New services, changed processes or completed projects give us reason to update existing copy. Editorial updates and any entry into the CMS are agreed in the assignment; technical website work is separate.
Planning that works on busy days
An editorial plan is
a shared working tool.
Together we decide which stories matter, how often to publish and who approves technical details. The result is an agreed rhythm that fits your resources, rather than a rigid schedule.
Stories and channels
We gather projects, products, people and questions. Depending on the goal, a website, LinkedIn, Instagram, Facebook, Google Business Profile, newsletter or press release may fit. Not every occasion belongs everywhere.
Material and reuse
A conversation, photo or finished website update can start other formats. We plan those versions together instead of copying the same words unchecked to every channel.
Approval and publication
One contact, clear questions and agreed approvals keep the process manageable. After publication, we see what stories are next and what needs updating.
How we work together
We keep the editorial work
moving.
We develop stories, structure and write copy, gather open questions and keep the plan up to date.
You provide access to expertise, name a responsible contact and approve facts and publication.
Listen
We get to know your business, audiences and current communications. Existing content gives us a starting point.
Sort
We collect stories, check what is timely and identify missing material. That becomes a plan with clear priorities.
Write
We research the material you provide, ask technical questions and prepare a clear draft.
Review
You check the statements and approve the copy. Changes and new ideas feed into the next editorial round.
Good to know
The details
before we begin.
The right support depends on your business, the material available and your goals. We agree the exact scope before work starts.
How much time will we need to set aside?
That depends on the topic and the material available. At the start we need insight into your business; during ongoing work, mainly consolidated answers and approvals. We agree the review rhythm together.
Can you explain complex specialist topics?
We ask questions, structure information and turn subject-matter expertise into clear copy. Your responsible contact checks technical accuracy and sensitive statements.
Will you work with our existing team?
Yes. We can support your internal communications or take on editorial tasks. We agree responsibilities, working documents and approvals with your team.
What if an urgent topic comes up?
An editorial plan must stay flexible. We check urgency and available material, then agree what to bring forward, adapt or postpone.
The next step
What happens in your business
deserves to be shared.
Bring us a few loose ideas. We will show you how they could become a clear editorial direction and a workable process.
