Content Calendar · Seasonal moments · Component
The audience calendar
The fixed points in their year, from their side — because the audience’s calendar and the organisation’s are different documents.
The deliverable
What it is
Budget cycles, regulatory deadlines, academic terms, industry events and reporting periods structure when an audience is receptive, and none of them appear on an internal planning calendar.
Five customer conversations produce most of it, and the resulting calendar is usually more useful than any amount of seasonality analysis.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The fixed points
The recurring dates that structure their year.
3 attributes: Moment · When · For segment
LearnThe receptivity
What the audience is receptive to at each point.
3 attributes: Moment · Receptive to · Unreceptive to
LearnThe source
How the calendar was established.
3 attributes: Source · Observed demand · Established
Learn
Check the audience calendar against when enquiries actually rise. Observed demand is the cleanest confirmation.
The other components in seasonal moments
The lead times
How far ahead each moment has to start to be done well — because everyone competes at the same time and preparation is the differentiator.
LearnThe record
What each moment produced, so next year is planned from evidence rather than from tradition.
Learn