The media are looking for seasonal content year round. According to Fifth Story's 2014 print and online media survey, timeliness/seasonality is one of the most important factors determining usage of content by the media. Tailoring some of your content to upcoming events, holidays or seasons will help you maximize the reach of your campaigns.

2. OUR
STORY
30+YEARS IN THE
COMMUNICATIONS
INDUSTRY
PRODUCTION
DISTRIBUTION
MEASUREMENT
FIFTH STORY
National network of print, online
and broadcast media contacts
Chosen by the CPRS to manage
MRP, the industry standard in
earned media measurement

3. 2014 WAS A GREAT YEAR!
EARNED MEDIA PICK-UPS
51,000
PICK-UP PER CLIENT
IN ENGLISH CANADA
+12% +140%
PICK-UP PER CLIENT
IN FRENCH CANADA
274clients

5. 2014 PRINT AND ONLINE MEDIA SURVEY

6. 2014 PRINT AND ONLINE MEDIA SURVEY

7. CONTENT PRODUCTION &
DISTRIBUTION FOR EARNED
MEDIA PICK-UP

8. 150 to 450-word articles
60-second radio segments
1 to 3-minute online videos
CONTENT PRODUCTION FOR EARNED MEDIA PICK-UP
The content has to be:
• B2C
• Editorial
• Consumer-centric
• Lifestyle-related
• Informational, educational,
entertaining
• Available to the media free of
charge and copyright

9. CONTENT DISTRIBUTION FOR EARNED MEDIA PICK-UP
The media select content up to a month or
more in advance.
This is why we distribute our monthly issues
the 1st day of the month prior.
Taking into account the production and
distribution timelines, you need to plan your
content 3 months in advance.
September issue
 Material deadline: July 1
 Distribution: August 1

10. HOW TO CREATE TIMELY CONTENT

11. [WRITING GUIDELINES] (ARTICLES)
 The length has to be representative of
media’s needs.
 Too short – no room to craft a story
 Too long – lose editor/reader’s interest &
start cheerleading for brand
 Attract editors eye on our media website
 “How to”, “Tips for”, and inclusion of
“Canadian” are tricks for instant
engagement.
 Be sure to use an active voice and write
in the present tense.
 Editors are busy. A strong lead
encourages them to lead on.
 Very broad information in the lead to
engage multiple audiences.
 No brand mentions please!
 The majority of our pick-up happens in
small to medium sized communities
across Canada, including both rural and
city environments – simple information
 Informal, conversational tone works for
all content. All readers, regardless of age
or demographic, respond to writing that
is casual, relaxed and informative in an
easygoing way.
 Shiny object
 Lifestyle shots of people enjoying
themselves
 Product is secondary in image – no
product shots!

12. SUBJECT
• Choose a lifestyle topic that appeals to as many editors and demographics as possible.
• Be informational and entertaining. Tell a story in a way that makes the important
interesting, and the interesting important.
• At least one article should be seasonal. Editors are looking for quality content that
appeals to a wide audience, and usually don’t have the time to write engaging date-
specific pieces.
Tip: Seasonal/timely content does not just refer to Christmas and Thanksgiving. Write about
smaller, more niche events such as Remembrance Day, Mother’s Day or Movember.

13. CONTENT MARKETING EDITORIAL CALENDAR [Free download]

14. HOW TIMELY CONTENT CAN HELP
YOU GAIN GREATER EARNED
MEDIA COVERAGE

15. TIMELY CONTENT = SUCCESSFUL CONTENT
In the top 10 English articles for 2014, 3 were seasonal:
#1 “Modernize Quickly With The Top Décor Trends For Fall”
(Hunter Douglas Canada Inc.) – 204 clips
#8 “Resolve To Keep Your Resolution This Year”
(Target Canada) – 154 clips
#9 “Freshen Your Home For The Holiday Season”
(KAZ Inc.) – 146 clips

16. HOME DEPOT – TIMELY ARTICLE – CLEANING AFTER A FLOOD
Results
60 clips
2.2 million impressions

17. HOME DEPOT – TIMELY ARTICLE – PREPARE YOUR HOME FOR SPRING
Results
114 clips
9.4 million impressions

18. HOME DEPOT – TIMELY ARTICLE – DECK OUT YOUR OUTDOORS FOR SPRING
Results
193 clips
11.5 million impressions

19. TD CANADA TRUST – TIMELY RADIO SEGMENT – HOLIDAY TRAVEL
Title: ‘Tis the season to travel merry
Length: 60 seconds
Distribution Date: December 3, 2014
Reporter Script
The winter season can a busy time for travel, from those looking to escape the cold or
just travel home for the holidays. A recent TD survey found that over 80 per cent of
Canadians belong to at least one travel rewards program, so booking winter travel
through rewards may be in the cards.
According to Shawnnette Fraser of TD Canada Trust, if travellers plan to book through
rewards, now is the time to start thinking about those travel plans.
Audio Quote
Planning ahead can save time and money. Before you book, consider any added
benefits available through your travel rewards credit card, like the travel insurance
coverage, concierge services and airline perks offered through cards like the TD
Aeroplan Visa Infinite.
Reporter Script
Fraser reminds credit card holders that while there are many benefits to be had by
rewards programs, ensure the credit card bill is paid in full and on time each month to
get the full benefit of the program.
Results
37 clips
1.5+ million impressions
Picked up by radio stations such as:
• CKMO FM (Village 900) in Victoria
• CHBM FM (Boom 97.3) in Toronto
• CFUR 88.7 FM in Prince George

20. CDIC – TIMELY ONLINE VIDEO – FINANCIAL CRISIS