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 press release schedules, social campaigns and blog posts. Test different schedules to experiment with and maximize impact.

3. 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. 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 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.

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. CONSUMER ELECTRONICS SHOW
THIS MONTH:
New Year's Day (1)
Consumer Electronics Show (5-8)
Detroit Auto Show (8-22)
Earnings begins mid-January
Martin Luther King Day (16)
Inauguration Day (20)
Chinese New Year (28)
Entertainment Awards Season
New Year’s Day
CONSUMER ELECTRONICS SHOW
DETROIT AUTO SHOW
DETROIT AUTO SHOW
EARNINGS
BEGINS
MLK Day
Inauguration Day
Chinese New Year
LOOKING AHEAD:
Valentine’s Day
African American History Month
NFL Super Bowl
Rio Carnival
New York Fashion Week
89th Academy Awards
Groundhog Day
NFL Super Bowl

8. NEW YORK FASHION WEEK – Fall 2017
THIS MONTH:
African American History Month
Groundhog Day (2)
NFL Super Bowl (5)
New York Fashion Week (9-17)
Valentine’s Day (14)
Toy Fair (18-21)
Presidents Day (20)
Rio Carnival (24)
89th Academy Awards (26)
Groundhog Day
NFL Super Bowl
NY FASHION WEEK
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NEW YORK FASHION WEEK – Fall 2017
Valentine’s Day
TOY FAIR
Presidents
Day
Rio Carnival
LOOKING AHEAD:
National Women’s History Month
International Women’s Day
First Day of Spring
March Madness
89th Academy Awards
February is African American History Month

9. March is National Women’s History Month
THIS MONTH:
National Women’s History Month
International Women’s Day (8)
March Madness begins (16)
St. Patrick’s Day (17)
First Day of Spring (20)
It’s a leap year
International Women’s Day
March Madness begins
St. Patrick’s Day
LOOKING AHEAD:
Tax Day
Easter
Passover
Earth Day
New York Auto Show
Earnings Season
First Day of Spring
March is National Women’s History Month

10. Earnings begins mid-April Easter (16) Earth Day (22)
THIS MONTH:
April Fools’ Day (1)
Passover (10-18)
New York Auto Show (14-23)
Tax Day (15)
Earnings begins mid-April
Easter (16)
Earth Day (22)
April Fools’ Day
EARNINGS
BEGINS
U.S. Tax Day
PASSOVER
NY AUTO SHOW
LOOKING AHEAD:
Mother’s Day
Prom and Bridal Season
Asian Pacific American Heritage Month
Graduation Season
Memorial Day
Easter
NEW YORK AUTO SHOW
Earth Day
PASSOVER

11. May is Asian Pacific American Heritage Month
THIS MONTH:
Graduation Season
Asian Pacific American Heritage Month
Prom Season
Spring/Summer Bridal Season
Cinco de Mayo (5)
Mother’s Day (14)
Memorial Day (29)
Cinco de Mayo
Mother’s Day
LOOKING AHEAD:
Start of Summer
Father’s Day
LGBT Pride Month
E3 Tradeshow
Memorial Day
May is Asian Pacific American Heritage Month

12. June is LGBT Pride Month
THIS MONTH:
LGBT Pride Month
E3 Tradeshow (14-16)
Father’s Day (18)
First Day of Summer (21)
LOOKING AHEAD:
U.S. Independence Day
Earnings Season
E3 TRADESHOW
Father’s Day
First Day of Summer
June is LGBT Pride Month

13. Earnings begins mid-July
THIS MONTH:
U.S. Independence Day (4)
Earnings begins mid-July
Independence Day (US)
EARNINGS
BEGINS
LOOKING AHEAD:
Senior Citizens Day
Back to School Season

14. It’s Back to School Time
THIS MONTH:
Back to School Season
Senior Citizens Day (21)
LOOKING AHEAD:
Labor Day
National Grandparents Day
National Hispanic Heritage Month
New York Fashion Week
Start of Autumn
Senior Citizens Day
It’s Back to School Time

15. NEW YORK FASHION WEEK – Spring 2018
THIS MONTH:
Labor Day (4)
New York Fashion Week (7-15)
National Grandparents Day (10)
National Hispanic Heritage Month begins (15)
Autumn Begins (22)
Labor Day
NY FASHION WEEK
National Grandparents Day
NEW YORK FASHION WEEK – Spring 2018
National Hispanic Heritage Month Begins
LOOKING AHEAD:
Columbus Day
LGBT History Month
National Coming Out Day
Earnings Season
Halloween
First Day of Autumn
National Hispanic Heritage Month
is September 15 - October 15

16. Canadian Thanksgiving (9) LGBT History Month
THIS MONTH:
Columbus Day (9)
Canadian Thanksgiving (9)
LGBT History Month
National Coming Out Day (11)
Earnings begins mid-October
Halloween (31)
Columbus Day and Canadian Thanksgiving
National Coming Out Day
EARNINGS
BEGINS
LOOKING AHEAD:
Holiday Season
Native American Heritage Month
Election Day
Veterans Day
Thanksgiving
Black Friday
Cyber Monday
Halloween

17. November is Native American Heritage Month
THIS MONTH:
Native American Heritage Month
Election Day (7)
Veterans Day (11)
Thanksgiving (23)
Black Friday (24)
Cyber Monday (27)
Halloween
Election Day
Veteran’s Day
EARNINGS ENDS
ALSO PREPARING FOR:
Start of Winter
Holiday Season
Year-End Recaps & New Year Predictions
Thanksgiving
Black Friday
Cyber Monday
November is Native American Heritage Month

18. Year-End Recaps & New Year Predictions
THIS MONTH:
Hanukkah (12-20)
First Day of Winter (22)
Christmas (25)
Boxing Day, U.K. (26)
New Year’s Eve (31)
Year-End Recaps & New Year Predictions
HANUKKAH
LOOKING AHEAD:
Consumer Electronics Show (CES)
New Year's Day
Entertainment Awards Season
Detroit Auto Show
Earnings Season
MLK Day
HANUKKAH
First Day of Winter
Christmas
Boxing Day, U.K.
New Years Eve