Should you batch your content like a beautiful Type-A wizard, or should you take a chance and create your content on the fly? Some marketing gurus would have you believe that batching content makes you irrelevant, stale, and out of touch with trends (hence the question that got me writing this for you)!

Let’s break it down.

What Is Batching Content, Anyway?

Batching content is exactly what it sounds like: planning and creating a bunch of posts all at once. Imagine sitting down, blocking off a chunk of time, and knocking out an entire month of content in just a few days (or even hours, if you're a productivity ninja).

Taking this path is efficient, organized, and gets you in and out of content creation mode faster. Think of it as a ‘set it and forget it’ haven for your content. Let’s be real, having a stress-free system in place is just chef’s kiss!

The Case for Last-Minute Content Creation

On the flip side, we have team "last-minute content." Their philosophy is to create one post at a time and hit publish as soon as it's done. (If the thought of that just gave you heart palpitations, you’re not alone.)

The biggest argument for this approach is that it keeps your content ‘fresh’ and hyper-relevant. You can jump on pop culture moments, trending memes, or breaking industry news faster than someone can say "viral algorithm hack."

But let’s be honest: if you are constantly waiting for inspiration to strike, chances are you’re going to end up ghosting rather than posting.

So… What Should You Do?

To batch or not to batch… that is the question! The real answer is: Do what keeps you consistent.

If you’re a serial procrastinator (hi, welcome to the club), and you keep pushing content creation to ‘tomorrow’ (which, spoiler, never actually comes), then batching is probably your best bet.

But if you thrive on the rush of creating and posting in real time, and that’s what actually gets you to hit publish, then go with that!

There’s no one-size-fits-all answer, it’s all about what works for you.

My Approach: The 80/20 Rule

Personally, I batch about 80% of my content. This keeps my stress levels low (or lower, ha), allows me to shut my ‘content brain’ off instead of constantly thinking about post ideas, and ensures that I’m showing up online consistently, even when life gets busy.

But… I also leave some wiggle room to jump on trends or make cheeky pop culture references, like when Kendrick Lamar roasted Drake at the Super Bowl. (Peep the pop culture reference.)

When Is a Good Time to Batch Your Content?

When your business is busy and you need to stay consistent
If you thrive with structure and need a system in place
When you have big launches or events coming up and want to make sure all your amazing ideas actually get posted!

When Should You Stay Spontaneous?

If a trend pops up that’s too good to ignore
When your audience asks great questions that spark content ideas
If creating content on the fly actually helps you post more often (keyword: actually—not just in theory).

Most people think they’ll post consistently on the fly, but then… they don’t. So be real with yourself and stick with whatever gets you hitting ‘publish’ the most.

Bonus Tip

If you struggle with content ideas, here’s a hack I use for my clients:

Start with a long-form piece of content (like a blog or email). Once you’re happy with it, use AI or a content planner to break it down into smaller social media posts. You’ll always stay ahead of the game and might even start enjoying content creation again (I promise it’s possible).

tldr

There is no right way to create and post content to promote your business. Batching is great if you like feeling organized and can hyper-focus on a task to get it done and then stop thinking about it. Posting on the fly let’s you stay on top of trends and current events.

Be honest with yourself and do whatever content system will keep you posting consistently. Whether that’s batching 100% of your content in advance or always posting on the fly, it’s your business.

There are no rules.

Does Batching Content Make You Irrelevant?