Content calendar
Definition
A content calendar is a schedule of what a business will publish, on which channel, on what date and for which audience, with an owner and a purpose for each item. Its job is to make capacity, approvals and timing visible before the work starts.
In the UAE the calendar is shaped by dates that move. As of November 2026, projections reported by The National expect Ramadan 2027 to begin on 8 February 2027 and Eid Al Fitr on 9 or 10 March 2027, both subject to moon sighting. The 32nd Dubai Shopping Festival runs from 4 December 2026 to 17 January 2027. Amazon Ads describes White Friday as starting on the Friday after US Thanksgiving, which is 27 November in 2026, but no retailer's 2026 dates could be confirmed as of 7 November 2026, and sale windows run longer than one day.
Separate the dates that are fixed from the ones that are expected, and leave a slot to adjust the second kind. Give every item a purpose, a language, an owner, an approver and a publish date, and treat Arabic posts as their own items written for their own audience, not translations queued behind the English. Build in approval time: Dubai Health Authority's social media standard requires the medical director of a licensed facility to approve content that names it, and Dubai property advertising needs the Dubai Land Department's permits, issued through Trakheesi, before it runs.
Keep the calendar small enough to be followed, because a plan with more rows than the team can produce becomes decoration. Reserve space for reactive posts, and review the calendar monthly against what was published and what it produced, dropping formats that cost more than they return.
Definitions are free.So is the cost review.
A short call, then a written review inside 72 hours: what your marketing costs, what it produces, and what is worth fixing first.