Finding a news ‘peg’ is a good way to link your story to something happening out there in the news and to piggyback coverage and hashtags on social media. It could be as simple as Mothering Sunday or Valentine’s Day, a global phenomenon like Earth Hour or something sector-specific for you.
We are all attuned to wearing pink for Breast Cancer Awareness Month or growing a moustache (if you can!) for Movember – so why not use these campaigns to work with your content too, particularly if you or your brand are closely associated? Here, for instance, is an article I wrote with a wellbeing at work slant for National Handwriting Day, focusing on why handwriting helps creativity.
The United Nations publishes a list of international days it observes, such as World Cancer Day, International Women’s Day – and even World Tuna Day. Another is World Oceans Day – which Richard Branson is a keen advocate of. Look at the Virgin chief’s blog post on the Virgin site last year, UN speech this year and even an appearance on the Stephen Colbert Late Show to drop his trousers. Of course, all of it gets posted to Virgin’s own site and social media channels with the hashtag #worldoceansday.
Project Britain also publishes a list, from Safer Internet Day to National Transplant Week, National Tree Week and the BBC Children In Need Appeal, as well as traditional events such as the UK’s national days (St Andrew’s, St Patrick’s, St George’s and St David’s) to the Harvest Festival.
Awarenessdays.com publishes an excellent basic calendar by month and by sector, such as National Smile Month, Bike Week and World Milk Day. You can also buy a full content planning toolkit off them for up to £50.
There really is a day for everything – so plan a day into your diary to find the most relevant dates, and plan in some content for your year ahead.
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