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 2021 to February 2022.
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 2022 dates and that the events are still going ahead before you invest time and money on marketing.
There’s also a selection of content ideas 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.
If you need more ideas, you’ll find plenty in my blog post:
101 Blog post ideas for your business.
*Denotes events held on the same dates every year.
Content ideas for December 2021
December 2021 event calendar
1st* — Decembeard, for bowel cancer (UK)
1st* — Word AIDS Day
2nd* — International Day for the Abolition of Slavery
2nd* — English Breakfast Day (UK)
3rd* — International Day of Persons with Disabilities
4th — Small Business Saturday (UK)
4th — World Wildlife Conservation Day
5th* — World Soil Day
5th* — International Ninja Day
5th* — International Volunteers’ Day
6th — 100 years since the Anglo-Irish Treaty was signed
7th* — International Civil Aviation Day
10th* — International Animal Rights Day
10th* — Human Rights Day
10th — Christmas Jumper Day for Save the Children (UK)
11th* — International Mountain Day
12th* — National Workplace Day of Remembrance (UK)
12th — 90 years since the Abbey Road Studios in London were opened by Sir Edward Elgar
14th — 125 years since the Glasgow Underground Railway opened
18th* — International Migrants Day
18th — 80 years since the National Service Act was passed
20th* — International Human Solidarity Day
21st* — Winter Solstice, shortest day
24th* — Christmas Eve
25th* — Christmas Day
26th* — Boxing Day
31st* — New Year’s Eve
31st* — National Champagne Day
December 2021 content ideas
1. 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…
2. 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?
Content ideas for January 2022
January 2022 event calendar
1st* — New Year’s Day
2nd* — World Introvert Day
4th* — World Braille Day
4th — 50 years since Rose Heilbron became the first female judge to sit at the Old Bailey in London
12th — 100 years since HMS Victory was permanently dry docked at Portsmouth
14th* — International Kite Day
16th* — International Hot and Spicy Food Day
17th — Blue Monday, third Monday in January
17th — Brew Monday, for the Samaritans, TBC
18th* — Thesaurus Day
18th* — Winnie the Pooh Day
21st* — International Squirrel Appreciation Day
21st* — International Sweatpants Day
22nd — 50 years since Britain officially joined the European Economic Community
23rd* — Handwriting Day
24th* — International Day of Education
26th — RSPB Big Garden Birdwatch (UK)
25th* — Burn’s Night
26th* — Australia Day
27th* — International Chocolate Cake Day
27th* — Holocaust Memorial Day
28th — Big Schools’ Birdwatch
28th* — International Lego Day
30th — World Leprosy Day, last Sunday in January
31st* — Inspire Your Heart with Art Day
31st* — Self-assessment tax deadline
January 2022 content ideas
1. Your business plans for 2022
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.
Content ideas for February 2022
February 2022 event calendar
Week+ long events
1st* — African Heritage and Health Week
1st — Chinese New Year (Year of the Tiger)
1st — Tinnitus Awareness Week, TBC
6th — Freelance Writers’ Appreciation Week
7th — Children’s Mental Health Week (UK)
7th — Sign2Sing Week, for the Deaf Health Charity (UK), TBC
7th — Student Volunteer Week (UK)
19th — Real Bread Week
21st — Fairtrade Fortnight
1st — Dignity Action Day, for health and social care (UK)
2nd — World Read Aloud Day, first Wednesday of February
2nd* — World Play Your Ukulele Day
2nd* — World Wetlands Day
3rd — Time to Talk Day, first Thursday in February (UK)
4th* — World Cancer Day
4th — Wear Red Day, for congenital heart disease (UK)
4th — NSPCC Number Day (UK), TBC
4th — Welsh Language Music Day
5th* — World Nutella Day
6th — British Yorkshire Pudding Day, first Sunday in February
6th — 5 years since Queen Elizabeth II commemorated her Sapphire Jubilee
6th — 10 years since Queen Elizabeth II commemorated her Diamond Jubilee
6th — 70 years since Elizabeth II became Queen
7th — National Sickie Day, first Monday of February (UK)
8th — Safer Internet Day (UK)
10th* — World Pulses Day
10th* — National Umbrella Day
11th* — International Day of Women and Girls in Science
11th* — World Day of the Sick
12th* — International Charles Darwin Day
13th* — World Radio Day
14th* — Valentine’s Day
14th* — International Book Giving Day
14th — International Epilepsy Day
15th* — Singles Awareness Day
15th — 70 years since King George VI was buried in St. George’s Chapel at Windsor Castle
17th* — World Human Spirit Day
20th* — Love Your Pet Day
21st* — International Mother Language Day
22nd* — World Thinking Day, for the World Association of Girl Guides and Girl Scouts
23rd* — International Dog Biscuit Appreciation Day
23rd — 60 years since 12 European countries formed the European Space Agency
25th — National Toast Day, TBC
27th* — World NGO Day (Non-Governmental Organisation)
February 2022 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.