a yearlong guide to planning your brand content...planning your content •prepare for the year...

Copyright © CNW Group Ltd. All Rights Reserved.

A YEARLONG GUIDE TO PLANNING YOUR BRAND CONTENT


Planning Your Content

• Prepare for the year ahead. Don’t wait until January 1 to start

thinking about next year’s content strategy. The more time you have

to prepare, the more effective you can ensure your content will be.

• Think before you publish. Gone are the days when you could just

hit publish and hope for the best. In today’s content-crowded world,

you need to strategize on getting your content to the right people, at

the right place, at the right time.

• Make a plan. With information on key deadlines, important events

and specific guidelines, you’ll be ready to hit the ground running.

Map out news release schedules, social campaigns and blog posts.

Test different schedules to experiment with and maximize impact.

Copyright ©CNW Group Ltd. All Rights Reserved.


Before Your Begin

• Define your goals. What do you hope to accomplish through your

content? Who do you hope to reach? Knowing the answers to these

questions will inform your content strategy.

• Identify stakeholders. Besides your communications, marketing

and PR teams, there may be other members of your organization

who should have a say in your content strategy.

• Decide what types of content you will create. Think about what

types of content make sense for your audience and what you can

realistically create. This may be news releases, white papers, blog

posts, videos and more. Don’t be afraid to get creative and think

outside the box!


How to Use This Guide

• It’s good to plan the full year in advance; however, remember to

check in quarterly to make any necessary adjustments.

• Don’t get overzealous. Only schedule out the amount of content

your resources allow – quality over quantity is key.

• This calendar references 2017 dates, but the tips and guidelines

can be used year after year. When planning your calendar, research

your targeted audiences and adjust timelines to fit their preferences

and relevant events.

• Not all dates will be relevant for your audience. Pick and choose

the events that make the most sense for your brand and audience

and create content around those. Don’t try and hit every single event

on this calendar.


Editorial Calendar Planning Tips

• Research key media outlets. Many outlets share their editorial

calendars, which makes it easy for you to find opportunities to pitch

your brand’s story.

• Target the right opportunities. The outlets with the largest

followings may not be the right match for your brand. Look for the

perfect fit based on story ideas and angles listed in the editorial

calendar.

• Plan ahead. Deadlines will vary per outlet, so make sure you do

your research and plan according to your targeted outlet. Be mindful

of the deadline and make sure you don’t miss it!

• Be prepared. Knowing ahead of time what journalists’ pitching

preferences are and the types of topics they cover will help ensure

your pitch is well-received.


Things to Keep in Mind

• Avoid audience distraction. Even if you’re not publishing

something tied to a particular event, keep in mind that it could still

impact the pickup of other news during that time.

• Be mindful of earnings season. Each quarter, publicly traded

companies report their financial earnings. Even if your company isn’t

publicly traded, it’s important to note when earnings seasons will

occur. The news cycle may be more focused on these stories.

• Take global holidays into account. If your company has global

offices or is looking to reach audiences in other countries, remember

to keep those countries’ holidays in mind when planning your content

calendar.

01 02 03 04 05 0706

08 09 10 11 12 1413

15 16 17 18 19 2120

22 23 24 25 26 2827

29 30 31 01 02 0403

05 06 07 08 09 1110

S U N M O N T U E S W E D T H U R S S A TF R I

2017JANUARY


Chinese New Year

National Freedom Day

Groundhog Day

New Year’s Day

Sir John A. Macdonald Day

EARNINGSBEGINS

NFL Super Bowl

MONTREAL AUTO SHOW

CONSUMER ELECTRONICS SHOW

MONTREAL AUTO SHOW

THIS MONTH:

• New Year's Day (1)

• Consumer Electronics

Show (5-8)

• Earnings begins mid-

January

• Sir John A. Macdonald

Day (11)

• Montreal International

Auto Show (20-29)

• Chinese New Year (28)

LOOKING AHEAD:

• Valentine’s Day

• Black History Month

• Heritage Day

• NFL Super Bowl

• Canadian International

Auto Show

29 30 31 01 02 0403

05 06 07 08 09 1110

12 13 14 15 16 1817

19 20 21 22 23 2524

26 27 28 01 02 0403

05 06 07 08 09 1110


2017FEBRUARY


National Freedom Day

Groundhog Day

NFL Super Bowl

Valentine’s Day

National Flag of Canada Day Heritage Day

89th Academy Awards

CANADIAN AUTO SHOW

CANADIAN AUTO SHOW

THIS MONTH:

• Black History Month

• National Freedom Day (1)

• Groundhog Day (2)

• Winterlude (3-20)

• NFL Super Bowl (5)

• Valentine’s Day (14)

• National Flag of Canada Day

(15)

• Heritage Day (16)

• Canadian International Auto

Show (17-26)

LOOKING AHEAD:

• International Women’s Day

• Dx3 Canada Conference

• Commonwealth Day

• First Day of Spring

February is Black History Month

26 27 28 01 02 0403

05 06 07 08 09 1110

12 13 14 15 16 1817

19 20 21 22 23 2524

26 27 28 29 30 0131

02 03 04 05 06 0807


2017MARCH


International Women’s Day

Daylight Savings Time

Commonwealth Day

St. Patrick’s Day

First Day of Spring

THIS MONTH:

• Red Cross Month

• Prospectors and

Developers Association of

Canada Convention (5-8)

• International Women’s

Day (8)

• Dx3 Canada Conference

(8-9)

• Commonwealth Day (13)

• St. Patrick’s Day (17)

• First Day of Spring (20)

LOOKING AHEAD:

• Tax Day

• Easter

• Passover

• Earnings Season

• JUNO Awards

March is Red Cross Month

PDAC CONVENTION

Dx3 CONFERENCE

MARCH BREAK

26 27 28 29 30 0131

02 03 04 05 06 0807

09 10 11 12 13 1514

16 17 18 19 20 2221

23 24 25 26 27 2928

30 01 02 03 04 0605


2017APRIL


April Fools’ Day

JUNO Awards

EARNINGS BEGINS

EasterEarth Day

Tax Day

THIS MONTH:• April Fools’ Day• JUNO Awards (2)• Earnings begins

mid-April• Easter (17)• Passover (10-18)• Canadian Music Week

(18-22)• Earth Day (22)• Tax Day (30)

LOOKING AHEAD:

• Mother’s Day

• Prom and Bridal Season

• Asian Heritage Month

• Graduation Season

• Canadian Tulip Festival

• Victoria Day

PASSOVER

CANADIAN MUSIC WEEK

30 01 02 03 04 0605

07 08 09 10 11 1312

14 15 16 17 18 2019

21 22 23 24 25 2726

28 29 30 31 01 0302

04 05 06 07 08 1009


2017MAY


Mother’s Day

Victoria Day

THIS MONTH:

• Graduation Season

• Asian Heritage Month

• Prom Season

• Spring/Summer Bridal

Season

• Ontario Education Week

(7-13)

• Canadian Tulip Festival

(12-22)

• Victoria Day (22)

• Canadian Public

Relations Conference (28-

30)

LOOKING AHEAD:

• Start of Summer

• Father’s Day

• Montreal Grand Prix

• IABC World ConferenceMay is Asian Heritage Month

CPRS CONFERENCE

ONTARIO EDUCATION WEEK

CANADIAN TULIP FESTIVAL



28 29 30 31 01 0302

04 05 06 07 08 1009

11 12 13 14 15 1716

18 19 20 21 22 2423

25 26 27 28 29 0130

02 03 04 05 06 0807


2017JUNE


Father’s Day

Aboriginal Day

First Day of Summer

St. Jean Baptiste Day

Canada Day

THIS MONTH:

• National Aboriginal

History Month

• Canadian Environment

Week (4-10)

• Montreal Grand Prix (10-

12)

• CIRI Conference (11-13)

• IABC World Conference

(11-14)

• Father’s Day (18)

• First Day of Summer (21)

• Aboriginal Day (21)

• St. Jean Baptiste Day (24)

LOOKING AHEAD:

• Canada Day

• RBC Bluesfest

• Earnings Season

• Calgary Stampede

CIRI IR CONFERENCE

June is National Aboriginal History Month

CANADIAN ENVIRONMENT WEEK

MONTREAL

GRAND PRIX

IABC WORLD CONEFRENCE

25 26 27 28 29 0130

02 03 04 05 06 0807

09 10 11 12 13 1514

16 17 18 19 20 2221

23 24 25 26 27 2928

30 31 01 02 03 0504


2017JULY


Canada Day

EARNINGSBEGINS

THIS MONTH:

• Canada Day (1)

• RBC Bluesfest (6-16)

• Calgary Stampede (7-17)

• Earnings begins

mid-July

LOOKING AHEAD:

• Back to School Season

• World Humanitarian Day

• Canadian National Exhibition

CALGARY STAMPEDE

RBC BLUESFEST

RBC BLUESFEST

30 31 01 02 03 0504

06 07 08 09 10 1211

13 14 15 16 17 1918

20 21 22 23 24 2625

27 28 29 30 31 0201

03 04 05 06 07 0908


2017AUGUST


Civic Holiday and Natal Day

World Humanitarian Day

THIS MONTH:

• Back to School Season

• Civic Holiday (7)

• Natal Day (7)

• World Humanitarian Day

(19)

• Canadian National

Exhibition (19 – Sept. 4)

• Annual Corporate

Governance Conference

(20-23)

LOOKING AHEAD:

• Fan Expo Canada

• Toronto International Film

Festival

• International Day of Peace

• Start of Autumn

It’s Back to School Time

ANNUAL CORPORATE GOVERNANCE CONFERENCE

CANADIAN NATIONAL EXHIBITION



FAN EXPO CANADA

27 28 29 30 31 0201

03 04 05 06 07 0908

10 11 12 13 14 1615

17 18 19 20 21 2322

24 25 26 27 28 3029

01 02 03 04 05 0706


2017SEPTEMBER


Labour Day

National

International Day of Peace

First Day of Autumn

THIS MONTH:

• Fan Expo Canada (Aug.

30 – Sept. 4)

• Labour Day (4)

• Toronto International Film

Festival (7-17)

• International Day of

Peace (21)

• Autumn Begins (22)

LOOKING AHEAD:

• Women’s History Month

• Nuit Blanche

• Thanksgiving

• Earnings Season

• Halloween

TIFF

TIFF

TIFF

EXHIBITION

CANADIAN NATIONAL

FAN EXPO CANADA

FAN EXPO CANADA

01 02 03 04 05 0706

08 09 10 11 12 1413

15 16 17 18 19 2120

22 23 24 25 26 2827

29 30 31 01 02 0403

05 06 07 08 09 1110


2017OCTOBER


Nuit Blanche

Thanksgiving

EARNINGSBEGINS

Halloween

THIS MONTH:

• Women’s History Month

• Nuit Blanche (1)

• Mental Health Awareness

Week (1-8)

• Thanksgiving (9)

• Earnings begins

mid-October

• Halloween (31)

LOOKING AHEAD:

• Movember Canada

• Veteran’s Week

• Royal Agricultural Winter Fair

• Remembrance Day

• 105th Grey Cup

October is Women’s History Month

MENTAL HEALTH AWARENESS WEEK

29 30 31 01 02 0403

05 06 07 08 09 1110

12 13 14 15 16 1817

19 20 21 22 23 2524

26 27 28 29 30 0201

03 04 05 06 07 0908


2017NOVEMBER


Halloween

Daylight Savings Time

RemembranceDay

Thanksgiving (U.S.)

Black Friday (U.S.)

105th Grey Cup

Cyber Monday

Giving Tuesday

THIS MONTH:

• Movember Canada

• Royal Agricultural Winter

Fair (TBD)

• Veteran’s Week (5-11)

• Remembrance Day (11)

• White Ribbon Campaign

(25 – Dec. 6)

• 105th Grey Cup (26)

• Cyber Monday (27)

• Giving Tuesday (28)

LOOKING AHEAD:

• Start of Winter

• Holiday Season

• Boxing Day

• New Year’s Eve

• Year-End Recaps &

New Year Predictions

VETERAN’S WEEK

WHITE RIBBON CAMPAIGN

26 27 28 29 30 0201

03 04 05 06 07 0908

10 11 12 13 14 1615

17 18 19 20 21 2322

24 25 26 27 28 3029

31 01 02 03 04 0605


2017DECEMBER


Human Rights Day

First Day of Winter

Christmas Boxing Day

New Year’s Eve

HANUKKAH

THIS MONTH:

• Human Rights Day (10)

• First Day of Winter (22)

• Hanukkah (12-20)

• Christmas (25)

• Boxing Day (26)

• New Year’s Eve (31)

• Year-End Recaps &

New Year Predictions

LOOKING AHEAD:

• Consumer Electronics Show

(CES)

• New Year's Day

• Entertainment Awards Season

• Earnings Season

• Montreal Auto Show

HANUKKAH

WHITE RIBBON CAMPAIGN

a yearlong guide to planning your brand content...planning your content •prepare for the year...

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