Back to school, back to strategy

Content planning for fall campaign success

Before the summer winds down, savvy marketers know it’s time to look ahead. The second half of the year brings some significant opportunities, from back-to-school promotions and fall product launches to Thanksgiving campaigns and early holiday content. Planning now helps ensure your campaigns are ready to go by September. 

Here’s how to create a content strategy that makes the most of the fall season and sets you up for a strong finish to the year. 

Start with strategic insights: Review, refocus, reset 

Before diving into planning, take stock. A mid-year audit of your content and PR efforts can reveal what’s working—and what’s not.  Look at engagement rates, click-throughs, media coverage and conversions. Which platforms are driving results? Which stories or formats performed best? 

Use those insights to: 

• Adjust your tone and messaging 

• Reinvest in high-performing channels 

• Close content gaps with targeted topics 

Then, align your goals with the latest business priorities. Whether it’s increasing brand visibility, generating leads or supporting thought leadership, every piece of fall content should have a clear role to play. 

Further reading: Mastering PR measurement for sucess in 2025 

Build your back-to-school and fall calendar now 

“Fall moves quickly, and your content calendar can fill up fast. The back half of the year always has extra content to account for, with the school year starting and a string of days to recognize from Labour Day all the way through to your preview posts for the holiday season. But that’s also a great opportunity to plan ahead and build out the content and posts you know are coming. The planning helps you stay ahead and organized, while building everything at once helps your messaging stay more consistent across channels.” 

To get started, identify: 

• Key dates and milestones that matter to your audience 

• Seasonal themes like learning, productivity, change and gratitude 

• A balanced content mix including blog posts, e-newsletters, videos, social and earned media 

Remember to factor in lead times for production and approvals, especially if you’re working with multiple teams or external partners. 

Resources: Check out our monthly editorial calendars for insights on what editors are looking for.  

Tap into trends: What’s resonating this fall 

Trends to watch in fall 2025 include: 

• Hybrid learning and the return to flexible work 

• Wellness and mental health for students, families and professionals 

• Sustainable shopping and ethical consumption during back-to-school and fall sales 

Use social listening tools to track conversations and sentiments. Timely, relevant content performs better—especially when you can tap into seasonal hashtags like #BackToSchool or #FallMarketing to boost reach. 

Fall success starts now 

Strong fall campaigns are built now. With thoughtful planning, timely insights and strategic content reuse, your team can stay ahead of the season and create work that resonates. 

Need a hand getting your fall calendar off the ground? Fifth Story’s content planning tools can help you deliver measurable results this fall and beyond.