Holiday marketing is time-sensitive, and not having your content ready in time can mean missing out on revenue. A marketing calendar serves to keep everyone on your team on the same page, much like an editorial calendar. The marketing calendar should include the dates that content needs to be published, content titles, blog titles, email marketing efforts, paid advertising, and other direct marketing plans.
Though multiple people will need access to the marketing calendar, it is usually better if one person is responsible for updating the calendar to ensure it remains structured and error-free. The calendar should serve to show the overall picture of all marketing efforts and how they are intertwined with each other.
A marketing calendar is used to plan, according to seasonality. Different types of content will resonate better than others throughout the year, and that is never more true than during the holiday season. If you have a content marketing calendar and a blogging calendar, those will also be impacted by seasonality. For example, few people want to read about the best stocking stuffers on the 4th of July. There are more winter holidays than you might think to take advantage of marketing opportunities.