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HOW TO WORK WITH THIS TEMPLATE
1) Download this file first. On the top left side of your screen, click “File”, then “Download”. Another menu will open.
2) Select Microsoft Excel (.xslx)
3) Name the file, and save it to your desired location.
4) Read the instructions below on how to use the different tabs in this template.

Note: Each tab includes a summary of instructions at the top. Examples are provided in red text, and can be deleted.
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Tab nameInstructions on how to use each tab
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Content PillarsIn this tab, document your content marketing goals and identify the content pillars (or themes) that help support each of these. These will depend on what kind of business you run, what kind of products or services you offer, and who makes up your target market.

For example, if your business offers kayak rentals and tours, targeting adventure-seeking solo travellers, couples, and groups of adults, one of your goals might be to captivate your audience through inspiring, visual content drive emotional urgency to visit. Supporting content pillars might be:
- Wildlife
- Discovering BC
- Outdoor Adventure
Or, maybe you run a full-service resort with a goal to generate leads and convert customers. Your pillars could be:
- Spa & Wellness Experiences
- Outdoor Activities
- Food & Beverage
- Accommodations
- Discovering BC

Populate the platforms you will use - Primary platforms are those that align with your target audience and content goals (e.g. blog, Facebook, Instagram, email). Secondary platforms are those that you need or use for your business, but you use less frequently (e.g. Google My Business, Twitter).

Finally, identify the KPIs you will measure to evaluate performance.
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12 Month FlyoverUse this tab to think about how you will unpack your content pillars over the whole year. You may want to plan a particular piece or series of content pieces around a season (e.g. eagle viewing in winter or watching the salmon run in the fall), a holiday or community event, or a specific product launch.

For example, if you’re a boutique hotel, you might focus in January on “Prioritizing Self-Care” with content highlight spa services, long-weekend solo getaways, and other wellness-focused topics. In February, you might pivot to “Making Romantic Memories” where you showcase your property’s charming interiors and romantic date ideas in your area.

This tab will also help to keep you to plan ahead for big events related to your business that may impact or influence your content plans. Fill in essential information like Special Events or campaigns (e.g. special offers, a social media giveaway, special dining events like a holiday dinner, etc.), Important Dates and holidays.
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Monthly view
(January - December)		Document your publishing schedule month by month in the respective Month tabs. Ensure you capture:
- the content piece title or subject (e.g. 3 reasons to visit this fall)
- the channel/platform where it will be published (e.g. Instagram)
- Add any other relevant info you need at a glance to help you scope the work when the time comes to produce it (e.g. 500 words with new video embedded, 10 photos for essay, interview)

To update the calendar for 2022 and beyond, the dates in each month's calendar are formula based. Update just the first number of the month to the correct start date and the rest will auto populate.
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Distribution Planner - optionalUse this optional tab to create and build out detailed posts in advance. Capture the platform, publication date, topic, caption, image file and comments about your scheduled content.
Add additional rows as needed.
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