How to use this guide
This pick ‘n’ mix guide is packed with inspiration and ideas for your marketing efforts over the winter period, from December 2020 to February 2021.
For each month, I’ve prepared an event calendar, which might inspire a post, promotion or tie-in. I’ve included links where possible, so you’ll find all the information you need, including themes and full event details.
Please double-check the 2021 dates and that the events are still going ahead before you invest time and money on marketing.
There are also three seasonal content themes for each month, which you should be able to adapt for your brand and your audience.
Remember, your content should be about helping rather than selling, so make sure it’s customer focused with a clear What’s In It For Me (WIIFM).
This will be an evolving post that I plan to return to and update every year. For advance notification of updates, make sure you’re following me on LinkedIn or Facebook.
If you need more ideas, you’ll find plenty in my blog post:
101 Blog post ideas for your business.
December 2020 event calendar
1st — Decembeard, for bowel cancer (UK)
1st — Word AIDS Day
2nd — National Grief Awareness Week (UK)
2nd — Lifelong Learning Week, (UK)
2nd — International Day for the Abolition of Slavery
2nd — English Breakfast Day (UK)
3rd — International Day of Persons with Disabilities
4th — World Wildlife Conservation Day
5th — World Soil Day
5th — Small Business Saturday (UK)
5th — International Ninja Day
5th — International Volunteers’ Day
7th — International Civil Aviation Day
7th — Illumination Street Week (UK)
9th — International Day of Veterinary Medicine
9th — 60 years since the first episode of Coronation St.
10th — International Animal Rights Day
10th — Hanukkah
10th — Human Rights Day
11th — International Mountain Day
12th — National Workplace Day of Remembrance (UK)
14th — Christmas Jumper Day for Save the Children (UK)
14th — The Great Winter Get Together, (UK)
18th — International Migrants Day
20th — Games Day
20th — International Human Solidarity Day
21st — Winter Solstice, shortest day
24th — Christmas Eve
25th — Christmas Day
26th — Boxing Day
28th — 70 years since the Peak District became the UK’s first national park
31st — New Year’s Eve
December content ideas
Like it or not, we’ll all be dealing with the realities of Brexit in January. You can use this as an opportunity to tell customers about changes to your business, help them prepare and keep them up to date. Some questions to think about:
- How will Brexit affect your business?
- How will Brexit impact the service you provide to your customers?
- What changes have you made?
- What precautions have you taken?
2. A countdown or top ten
- A countdown of your most popular blog articles from 2020
- A look at your 10 most popular products this year
- Your top ten favourite moments from the year
- A top 10 of your recommendations for…
3. Something festive
- Unveil a festive special offer
- Promote your Christmas gift guide
- Run an on-brand competition or prize draw
- Host a fun quiz, challenge or event.
3. End of the year business round-up
- What happened in your business this year?
- Did you achieve any of your goals for the year?
- Did you pivot or differentiate your services?
- Did you introduce anything new?
- What were you most proud of?
- How did you adapt your business during Covid-19?
- Did you do any charity work or fundraising you want to mention?
- Did you do any special work to help during the Covid-19 pandemic?
- Did you have any notable achievements or anniversaries?
January 2021 event calendar
1st — Dry January
1st — Veganuary
1st — Walk Your Dog Month
1st — New Year’s Day
2nd — World Introvert Day
4th — World Braille Day
6th — Big Schools’ Birdwatch
14th — International Kite Day
16th — International Hot and Spicy Food Day
18th — Big Energy Saving Week (UK), TBC
18th — Cervical Cancer Prevention Week (UK)
18th — Sugar Awareness Week
18th — Blue Monday
18th — Brew Monday, for the Samaritans, TBC
18th — Thesaurus Day
18th — Winnie the Pooh Day
20th — Farmhouse Breakfast Week (UK)
21st — International Squirrel Appreciation Day
21st — International Sweatpants Day
23rd — Handwriting Day
23rd — 450 years since the Royal Exchange opened in London
24th — International Day of Education
25th — RSPB Big Garden Birdwatch (UK)
25th — Burn’s Night
26th — Australia Day
27th — International Chocolate Cake Day
27th — Holocaust Memorial Day
28th — International Lego Day
30th — National Storytelling Week (UK)
31st — Inspire Your Heart with Art Day
31st — Self-assessment tax deadline
31st — World Leprosy Day
January content ideas
1. Your business plans for 2021
As we enter a new year, it’s a good time to talk about new plans for your business and how they will benefit your customers.
- What are your business plans for 2021?
- Are you making any changes?
- Do you have more products/services planned?
- What will you be doing more/less of?
- What will you be investing more in?
- Who are you looking to work with?
2. New Year, New Start
The New Year is a great time for making resolutions, changes and improvements. And for launching new initiatives, services and product ranges. All of which you can write about on your blog. Some ideas to think about:
- Environment: sustainability, energy saving
- Productivity: streamlining, automating, digitising
- Health initiatives: walking, cycling, healthy lunches
- Embracing new ways of working
- Customer loyalty: rewards, bonuses, benefits
- Customer initiative: suggestion box, engagement.
3. Health, safety and winter wellbeing
Health and safety is important all year round, but comes to the fore during winter. Some themes to think about:
- Darker days, reliance on artificial light
- Risks caused by frost and ice, slips and falls, frozen plumbing
- Greater strain on power and heating systems
- Keeping warm while working outside
- Staying safe on the roads, in your vehicle
- Emergency precautions and preparations.
February 2021 event calendar
1st — LGBT History Month (UK)
1st — Raynaud’s Awareness Month (UK)
1st — African Heritage and Health Week
1st — Children’s Mental Health Week (UK)
1st — Tinnitus Awareness Week, TBC
1st — Dignity Action Day, for health and social care (UK)
1st — National Sickie Day (UK)
1st — World Read Aloud Day
2nd — World Play Your Ukulele Day
2nd — World Wetlands Day
4th — World Cancer Day
4th — Time to Talk Day, for mental health (UK)
5th — NSPCC Number Day, maths fundraising event (UK)
5th — World Nutella Day
5th — Wear Red Day, for congenital heart disease (UK), TBC
5th — Welsh Language Music Day, TBC
7th — British Yorkshire Pudding Day
8th — Freelance Writers’ Appreciation Week
8th — Sign2Sing Week, for the Deaf Health Charity (UK), TBC
8th — Student Volunteer Week (UK), TBC
8th — International Epilepsy Day
9th — Safer Internet Day (UK)
10th — World Pulses Day
10th — Umbrella Day
11th — International Day of Women and Girls in Science
11th — World Day of the Sick
12th — International Charles Darwin Day
12th — Chinese New Year (Year of the Ox)
13th — World Radio Day
14th — Valentine’s Day
14th — International Book Giving Day
14th — 90 years since the Highway Code was first published in GB
15th — Singles Awareness Day
15th — 50 years since the decimalisation of British coinage
16th — Shrove Tuesday/Pancake Day (UK)
17th — World Human Spirit Day
20th — Real Bread Week
21st — International Mother Language Day
22nd — Fairtrade Fortnight
22nd — World Thinking Day
23rd — International Dog Biscuit Appreciation Day
25th — World Spay Day, TBC
27th — World NGO Day (Non-Governmental Organisation)
February content ideas
- Winter exercise and activity
- Home cooking: healthy comfort food, hot drink ideas
- Best/most efficient heating systems
- Ways to pass the time at home: DIY projects, fun things to do
- Things to learn: courses, self teaching, 5-day challenges
- Practical things you can do for your business now
- Helpful guides: checklists, how-tos.
2. The month of love
With Valentine’s Day dominating this month, it’s a great opportunity to talk about all the things you’re loving/recommending at the moment. Some examples to think about:
- New apps and tools you’ve been trying out
- Inspiring books, blogs or articles you’ve been reading
- New discoveries in your local area
- Share glowing testimonials your customers have left
- Share what your customers are loving this month
- Recommend other products or services that complement your own.
3. Start creating a comprehensive buyer guide
Depending on the nature and complexity of your product, this could be done in one post, or in a content hub as shown in the diagram below. Either way, it’s a chance for you to answer all your customers’ buying questions in one place.
A content hub consists of a main pillar article (orange) that links to several more detailed articles (blue), covering all the different aspects of the buyer decision-making process.
This could be a good idea if you’re selling to buyers with different awareness levels of your product or service, because they can pick and choose which of the more detailed articles they want to read.
And you don’t have to have eight different topics — that was just to make my diagram look pretty! You would choose the number of topics that’s relevant for what you’re selling.
Want to add an event?
My aim is to build a comprehensive calendar of UK and international events. If there’s a great event that’s missing and you’d like me to consider including it, please get in touch with the details and official website.
Other posts in this series
Content ideas for spring covers the months from March to May.
Content ideas for summer covers the months from June to August.
Content ideas for autumn covers the months from September to November
Do you need quality content for your business blog?
I’m Jenny Lucas, a freelance content writer based in Leicester, UK.
If you like what you’ve read here, but don’t have the time, skills or inclination to do your own content marketing, I can help by writing it for you.