20 1 8 EDITORIAL CALENDAR A YEARLONG GUIDE

20 1 8 EDITORIAL CALENDAR A YEARLONG GUIDE

20 1 8 EDITORIAL CALENDAR A YEARLONG GUIDE TO PLANNING YOUR BRAND CONTENT PLANNING YOUR CONTENT Prepare for the year ahead. Dont wait until January 1 to start thinking about next years 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 todays 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, youll be ready to hit the ground running. Map out press release schedules, social campaigns and blog posts. Test different schedules to experiment with and maximize impact. BEFORE YOU 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 press releases, white papers, blog posts, videos and more. Dont be afraid to get creative and think outside the box! H O W TO U S E T H I S G U I D E Its good to plan the full year in advance; however, remember to check in quarterly to make any necessary adjustments. Dont 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. Dont try and hit every single event on this calendar. E D I TO R I A L C A L E N D A R P L A N N I N G T I P S Research key media outlets. Many outlets share their editorial calendars, which makes it easy for you to find opportunities to pitch your brands 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 dont 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. T H I N G S TO K E E P I N M I N D Avoid audience distraction. Even if youre 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 isnt publicly traded, its 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. JANUARY 2018 SUN 31 MON 01 TUES 02 WED THURS FRI SAT 03 04 05 06 10 11 12 13 THIS MONTH: New Year's Day (1)

Consumer Electronics Show (9-12) Detroit Auto Show (14-28) Earnings begins mid-January Martin Luther King Day (16) Inauguration Day (20) Chinese New Year (28) Entertainment Awards Season NEW YEARS DAY 07 08 09 CONSUMER ELECTRONICS SHOW 14 15 16 17 18 19 20 26 27 DETROIT AUTO SHOW EARNINGS BEGINS 21 MLK DAY 22 23 24 25 DETROIT AUTO SHOW LOOKING AHEAD: Valentines Day African American History Month NFL Super Bowl Rio Carnival New York Fashion Week Copyright 2018 Cision Ltd. All Rights Reserved. 28 29 30 31 02

03 04 05 06 07 08 09 10 11 FEBRUARY 2018 SUN 28 MON 29 TUES 30 WED 31 THURS 01 FRI 02 SAT 03 THIS MONTH: African American History Month Groundhog Day (2) NFL Super Bowl (4) New York Fashion Week (9-17) Valentines Day (14) Toy Fair (17-20) Presidents Day (19) Rio Carnival (14) GROUNDHOG DAY 04 05 06 07 08 09 10 N Y FA S HI O N W E E K NFL SUPER BOWL 11 12 13 14 15 16

17 N Y FA S H I O N W E E K FA L L 2 0 1 8 VALENTINES DAY RIO CARNIVAL 18 19 20 21 22 23 24 TOY FA I R PRESIDENTS DAY LOOKING AHEAD: National Womens History Month International Womens Day First Day of Spring March Madness 90th Academy Awards Copyright 2018 Cision Ltd. All Rights Reserved. 25 26 27 28 01 02 03 04 05 06 07 08 09 10 F E B R U A RY I S A F R I C A N A M E R I C A N H I S TO RY M O N T H MARCH 2018 SUN MON TUES WED THURS FRI SAT 25 26 27 28 01 02 03

04 05 06 07 08 09 10 16 17 THIS MONTH: 90th Academy Awards National Womens History Month International Womens Day (8) March Madness begins (16) St. Patricks Day (17) First Day of Spring (20) Passover (30-April 7) 90TH ACADEMY AWARDS 11 INTERNATIONAL WOMENS DAY 12 19 Easter Passover Earth Day New York Auto Show Earnings Season Copyright 2018 Cision Ltd. All Rights Reserved. 15 20 ST. PATRICKS DAY 21 22 23 28 29 30 24 FIRST DAY OF SPRING LOOKING AHEAD:

Tax Day 14 MARCH MADNESS BEGINS 18 13 25 26 27 31 PA S S O V E R NY AUTO SHOW 01 02 03 04 05 06 07 M A R C H I S N AT I O N A L W O M E N S H I S T O RY M O N T H APRIL 2018 SUN 01 MON 02 TUES 03 WED 04 THURS 05 FRI SAT 06 07 PA S S O V E R THIS MONTH: Passover (March 30-7) Easter (1) April Fools Day (1) New York Auto Show (March 30-8) Tax Day (17) Earnings begins mid-April Earth Day (22) NY AUTO SHOW EASTER APRIL FOOLS DAY 08 09 10 11

12 13 14 15 16 17 18 18 20 21 U.S. TAX DAY EARNINGS BEGINS 22 23 24 25 26 27 28 29 30 01 02 03 04 05 06 07 08 09 10 11 12 EARTH DAY LOOKING AHEAD: Mothers Day Prom and Bridal Season Asian Pacific American Heritage Month Graduation Season Memorial Day Copyright 2018 Cision Ltd. All Rights Reserved. MAY 2018 SUN 29 MON 30 TUES 01 WED 02 THURS

03 FRI 04 SAT 05 THIS MONTH: Graduation Season Asian Pacific American Heritage Month Prom Season Spring/Summer Bridal Season Cinco de Mayo (5) Mothers Day (13) Memorial Day (28) LOOKING AHEAD: Start of Summer Fathers Day LGBT Pride Month E3 Tradeshow Copyright 2018 Cision Ltd. All Rights Reserved. CINCO DE MAYO 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29

30 31 01 02 05 06 07 08 09 MOTHERS DAY MEMORIAL DAY 03 04 M AY I S A S I A N PA C I F I C A M E R I C A N H E R I TA G E M O N T H JUNE 2018 SUN MON TUES WED THURS FRI SAT 27 28 29 30 31 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 22 23 THIS MONTH: LGBT Pride Month E3 Tradeshow (12-14) Fathers Day (17) First Day of Summer (21) E3 TRADESHOW

17 18 19 20 21 FIRST DAY OF SUMMER FATHERS DAY 24 25 26 27 28 29 30 01 02 03 04 05 06 07 LOOKING AHEAD: U.S. Independence Day Earnings Season JUNE IS LGBT PRIDE MONTH Copyright 2018 Cision Ltd. All Rights Reserved. JULY 2018 SUN 01 MON 02 TUES 03 WED 04 THURS FRI SAT 05 06 07 THIS MONTH: U.S. Independence Day (4) Earnings begins mid-July INDEPENDENCE DAY (US) 08 09 10 11 12 13 14

15 16 17 18 19 20 21 EARNINGS BEGINS 22 23 24 25 26 27 28 29 30 31 01 02 03 04 05 06 07 08 09 10 11 LOOKING AHEAD: Senior Citizens Day Back to School Season Copyright 2018 Cision Ltd. All Rights Reserved. AUGUST 2018 SUN MON TUES WED THURS FRI SAT 29 30 31 01 02 03 04 05 06 07 08

09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 THIS MONTH: Back to School Season Senior Citizens Day (21) SENIOR CITIZENS DAY LOOKING AHEAD: Labor Day National Grandparents Day National Hispanic Heritage Month New York Fashion Week Start of Autumn Copyright 2018 Cision Ltd. All Rights Reserved. 26 27 28 29 30 31 01 02 03 04 05 06 07 08 ITS BACK TO SCHOOL TIME SEPTEMBER 2018 SUN MON TUES WED

THURS 26 27 28 29 30 02 03 04 05 06 FRI SAT 31 01 07 08 THIS MONTH: Labor Day (3) New York Fashion Week (6-14) National Grandparents Day (9) National Hispanic Heritage Month begins (15) N Y FA S HI O N W E E K S P RI N G 2 019 LABOR DAY 09 10 11 12 13 14 15 N Y FA SH I O N W E E K S P RI N G 20 19 Autumn Begins (22) NATIONAL HISPANIC HERITAGE MONTH BEGINS NATIONAL GRANDPARENTS DAY 16 17 18 19 20 21 22 FIRST DAY OF AUTUMN LOOKING AHEAD: Columbus Day

LGBT History Month National Coming Out Day Earnings Season Halloween Copyright 2018 Cision Ltd. All Rights Reserved. 23 24 25 26 27 28 29 30 01 02 03 04 05 06 N AT I O N A L H I S PA N I C H E R I TA G E M O N T H I S SEPTEMBER 15 OCTOBER 15 OCTOBER 2018 SUN MON TUES WED THURS FRI SAT 30 01 02 03 04 05 06 07 08 09 10 11 12 13 THIS MONTH: Columbus Day (8) Canadian Thanksgiving (8) LGBT History Month

National Coming Out Day (11) Earnings begins mid-October Halloween (31) COLUMBUS DAY CANADIAN THANKSGIVING 14 NATIONAL COMING OUT DAY 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 01 02 03 08 09 10 EARNINGS BEGINS LOOKING AHEAD: Holiday Season Native American Heritage Month Veterans Day Thanksgiving Black Friday Cyber Monday Copyright 2018 Cision Ltd. All Rights Reserved. HALLOWEEN 04 05 06 07 O C T O B E R I S L G B T H I S TO RY M O N T H

NOVEMBER 2018 SUN MON TUES WED THURS FRI SAT 28 29 30 31 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 19 20 21 22 23 24 THIS MONTH: Native American Heritage Month Veterans Day (11) Thanksgiving (22) Black Friday (23) Cyber Monday (26) VETERANS DAY 18 THANKSGIVING 25 26 BLACK FRIDAY 27 28

29 30 01 04 05 06 07 08 LOOKING AHEAD: Start of Winter Holiday Season Year-End Recaps & New Year Predictions CYBER MONDAY 02 03 N O V E M B E R I S N AT I V E A M E R I C A N H E R I TA G E M O N T H Copyright 2018 Cision Ltd. All Rights Reserved. DECEMBER 2018 SUN MON TUES WED THURS FRI SAT 25 26 27 28 29 30 01 02 03 04 05 06 07 08 THIS MONTH: Hanukkah (2-10) First Day of Winter (21) Christmas (25) Boxing Day, U.K. (26) New Years Eve (31) HANUKKAH 09

10 11 12 13 14 15 18 19 20 21 22 HANUKKAH Year-End Recaps & New Year Predictions 16 17 FIRST DAY OF WINTER LOOKING AHEAD: Consumer Electronics Show (CES) New Years Day Entertainment Awards Season Detroit Auto Show Earnings Season MLK Day 23 24 25 26 CHRISTMAS 30 31 NEW YEARS EVE 01 27 28 29 03 04 05 BOXING DAY, U.K. 02

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