Copyright CNW Group Ltd. All Rights Reserved. A YEARLONG GUIDE TO PLANNING YOUR BRAND CONTENT

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1 A YEARLONG GUIDE TO PLANNING YOUR BRAND CONTENT

2 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.

3 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!

4 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 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.

5 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.

6 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.

7 JANUARY S U N M O N T U E S W E D T H U R S F R I SAT New Year's (1) Consumer Electronics Show (5-8) Earnings begins mid- January Sir John A. Macdonald (11) Montreal International Auto Show (20-29) Chinese New Year (28) Valentine s Black History Month Heritage NFL Super Bowl Canadian International Auto Show New Year s EARNINGS BEGINS Sir John A. Macdonald MONTREAL AUTO SHOW Chinese New Year National Freedom Groundhog CONSUMER ELECTRONICS SHOW MONTREAL AUTO SHOW NFL Super Bowl

8 FEBRUARY S U N M O N T U E S W E D T H U R S F R I S AT Black History Month National Freedom (1) Groundhog (2) Winterlude (3-20) NFL Super Bowl (5) Valentine s (14) National Flag of Canada (15) Heritage (16) Canadian International Auto Show (17-26) NFL Super Bowl CANADIAN AUTO SHOW Valentine s National Freedom National Flag of Canada Groundhog CANADIAN AUTO SHOW Heritage International Women s Dx3 Canada Conference Commonwealth First of Spring 89th Academy Awards February is Black History Month

9 MARCH S U N M O N T U E S W E D T H U R S F R I S AT Red Cross Month Prospectors and Developers Association of Canada Convention (5-8) International Women s (8) Dx3 Canada Conference (8-9) Commonwealth (13) St. Patrick s (17) First of Spring (20) light Savings Time PDAC CONVENTION Commonwealth International Women s Dx3 CONFERENCE MARCH BREAK St. Patrick s Tax Easter Passover Earnings Season JUNO Awards First of Spring March is Red Cross Month

10 APRIL S U N M O N T U E S W E D T H U R S F R I SAT April Fools JUNO Awards (2) Earnings begins mid-april Easter (17) Passover (10-18) Canadian Music Week (18-22) Earth (22) Tax (30) JUNO Awards PASSOVER April Fools EARNINGS BEGINS Mother s Prom and Bridal Season Asian Heritage Month Graduation Season Canadian Tulip Festival Victoria Easter CANADIAN MUSIC WEEK Earth Tax

11 MAY S U N M O N T U E S W E D T H U R S F R I SAT Graduation Season Asian Heritage Month Prom Season Spring/Summer Bridal Season Ontario Education Week (7-13) Canadian Tulip Festival (12-22) Victoria (22) Canadian Public Relations Conference (28-30) Mother s CANADIAN TULIP FESTIVAL Victoria ONTARIO EDUCATION WEEK CANADIAN TULIP FESTIVAL CANADIAN TULIP FESTIVAL CPRS CONFERENCE Start of Summer Father s Montreal Grand Prix IABC World Conference May is Asian Heritage Month

12 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 (18) First of Summer (21) Aboriginal (21) St. Jean Baptiste (24) S U N M O N T U E S W E D T H U R S F R I S AT CIRI IR CONFERENCE GRAND PRIX IABC WORLD CONEFRENCE CANADIAN ENVIRONMENT WEEK JUNE MONTREAL Aboriginal Canada RBC Bluesfest Earnings Season Calgary Stampede Father s First of Summer St. Jean Baptiste Canada June is National Aboriginal History Month

13 JULY S U N M O N T U E S W E D T H U R S F R I S AT Canada (1) RBC Bluesfest (6-16) Calgary Stampede (7-17) Earnings begins mid-july RBC BLUESFEST Canada Back to School Season World Humanitarian Canadian National Exhibition CALGARY STAMPEDE RBC BLUESFEST EARNINGS BEGINS

14 AUGUST S U N M O N T U E S W E D T H U R S F R I S AT Back to School Season Civic Holiday (7) Natal (7) World Humanitarian (19) Canadian National Exhibition (19 Sept. 4) Annual Corporate Governance Conference (20-23) Fan Expo Canada Toronto International Film Festival International of Peace Start of Autumn Civic Holiday and Natal ANNUAL CORPORATE GOVERNANCE CONFERENCE World Humanitarian CANADIAN NATIONAL EXHIBITION CANADIAN NATIONAL EXHIBITION FAN EXPO CANADA CANADIAN NATIONAL EXHIBITION It s Back to School Time

15 SEPTEMBER SUN M O N T U E S W E D T H U R S F R I S AT Fan Expo Canada (Aug. 30 Sept. 4) Labour (4) Toronto International Film Festival (7-17) International of Peace (21) Autumn Begins (22) EXHIBITION FAN EXPO CANADA Labour TIFF TIFF CANADIAN NATIONAL FAN EXPO CANADA Women s History Month Nuit Blanche Thanksgiving Earnings Season Halloween TIFF National International of Peace First of Autumn

16 OCTOBER SUN M O N T U E S W E D T H U R S F R I S AT Women s History Month Nuit Blanche (1) Mental Health Awareness Week (1-8) Thanksgiving (9) Earnings begins mid-october Halloween (31) Movember Canada Veteran s Week Royal Agricultural Winter Fair Remembrance 105 th Grey Cup Nuit Blanche EARNINGS BEGINS Thanksgiving MENTAL HEALTH AWARENESS WEEK Halloween October is Women s History Month

17 Movember Canada Royal Agricultural Winter Fair (TBD) Veteran s Week (5-11) Remembrance (11) White Ribbon Campaign (25 Dec. 6) 105 th Grey Cup (26) Cyber Monday (27) Giving Tuesday (28) SUN M O N T U E S W E D T H U R S F R I S AT light Savings Time Halloween NOVEMBER VETERAN S WEEK Remembrance Start of Winter Holiday Season Boxing New Year s Eve Year-End Recaps & New Year Predictions Thanksgiving (U.S.) Black Friday (U.S.) WHITE RIBBON CAMPAIGN 105 th Grey Cup Cyber Monday Giving Tuesday

18 DECEMBER SUN M O N T U E S W E D T H U R S F R I S AT Human Rights (10) First of Winter (22) Hanukkah (12-20) Christmas (25) Boxing (26) New Year s Eve (31) Year-End Recaps & New Year Predictions WHITE RIBBON CAMPAIGN HANUKKAH Consumer Electronics Show (CES) New Year's Entertainment Awards Season Earnings Season Montreal Auto Show Human Rights HANUKKAH First of Winter Christmas Boxing New Year s Eve