Staying ahead with organized communication to your consumers is a key to marketing success. The ability to have fewer surprises and missed opportunities along with crafting stronger campaigns for an engaged audience that feels connected to what your brewery is doing all year long is a benefit and Carmone Macfarlane of The Phoenix Brewing has learned that the difference between scrambling for content and delivering consistent, engaging messaging comes down to two crucial tools: the editorial calendar and the content calendar.
While often used interchangeably, the two serve distinct functions and she shared insights during the 2025 Ohio Craft Brewers Conference.
An editorial calendar is the big-picture roadmap. It identifies the what and the when — major holidays, seasonal beer releases, annual brewery events and significant local happenings. It helps taproom managers and marketing teams proactively plan content themes and campaigns.
A content calendar, on the other hand, zooms in on the how — day-to-day social media messaging, blogs, event promotion, and ad placements. It includes deadlines, platforms, copy drafts, and visuals.
Together, these calendars streamline marketing execution and protect against that all-too-common “what are we posting today?” scramble.
For social media managers in the industry, this dual approach reduces decision fatigue, ensures that major events aren’t missed, and helps maintain consistent brand voice. Macfarlane shared that it also supports authenticity and allows a brewery to plan and align resources in advance.
“You can start with one of those big events, like your Oktoberfest, and work backwards,” she said. “Ask yourself, when do I need graphics? When should I post reminders? Do I have the art? That’s how you avoid missing the moment.”
But Macfarlane was clear — planning content isn’t just about what draws people in. It’s just as important to know what might keep people away.
“If there’s a big concert or community festival happening the same night as your trivia event, that could impact your turnout. It doesn’t mean you cancel your plans, but it does mean you adjust your messaging—or maybe even your timing,” she said.
That’s why she stresses the importance of getting connected with local resources early in the planning process.
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“Your Chamber of Commerce and your Convention and Visitors Bureau can be some of your most powerful tools,” she said.
These organizations often have their event calendars available publicly and are happy to share them. Incorporating those into your editorial calendar gives you a bird’s-eye view of the year — not just from your brewery’s standpoint, but from the perspective of your entire community. Whether you’re highlighting a beer release or creating a campaign around a charitable event, that kind of awareness can make your marketing smarter and more targeted.
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