Batching Content: A Tool to Minimize the Frenzy

Preparing social media content can be a difficult and daunting task - especially if it’s just another item on your to-do list.

Take a big breath. We got you. 

Let’s make a plan to produce content in advance for the busy Spring to come.

I want to share some tips and insights from my own content batching process to help jump-start your own; to build a library of fleshed out, goal-oriented, and pre-approved social posts that you can position online in a blink of an eye.

An article by Buffer shares the research of NYU professor, Sophie Leroy, saying that “whenever our brains switch to a new task, the old task leaves an ‘attention residue’ that reduces our cognitive performance for a non-trivial amount of time. It is much more productive to focus on one task at a time versus multitasking-- which is where content batching comes in. 

According to the website designing company Alchemy & Aim, “Content batching is when you set aside intentional time to focus on content creation, caption crafting, and digital strategy, allowing you to work smarter, not harder.” 

Content batching is like the secret sauce no one told you about! Here’s how to get started:

1. Create a Digital Home. The first step is to set up a sharable digital space that organizes potential content. I have a working google sheet that my project manager has access to, so we both dip in and out of to make updates and edits. 

Within the spreadsheet, we have divided it into different pages based on topic and theme (we’ll cover these in #2). From there, we build out all pieces of the planned post including copy, hashtags, week to post, graphic to accompany the post, and goal/theme of the post.

This serves as a great holding place to develop ideas before we pull over approved content into our scheduling platform (Buffer) when we need it that week. You can see below how we batch out all social content that spotlights the cool work I want to feature professionals or organizations.

2. What are your content themes? The second step is to clarify and then build out content themes for consistency. One way that I organize my social media calendar is by creating themes or categories that I always want to be sharing. 

For your reference, here are the major themes I have created to organize my batching process:

• Inspirational/Motivational content
• Featured Spotlights 
• Call to Action/community-driven posts
• Celebrations
• My Own Content/Expertise

Sticking to specific themes has helped me ensure that I am posting a variety of content that engages with my audience in different ways, but with a level of consistency. 

You could also build up topic/themes based upon your calendar events, holidays, announcements, etc. In action, I would recommend working on one topic or theme at once. You could also select one platform, such as Instagram posts. This brings “batching” to life so you are creating multiple posts that have the same kind of feel and function. 

For example, can you work ahead to create graphics/copy of events that you know are going to happen during the Spring semester? Are there common information messages you always need to post, such as hours, closures, etc? Remember, these all live in a private spreadsheet until you are ready to schedule or immediately post. You can always modify text if realities/info have changed!. 

3. Build around events, celebrations, and initiatives. Once you have clarified and built out themes consistent with your message, you can start incorporating things that are happening around you and turn it into content-- especially if you’re lost for ideas. For example, as we end the Fall semester the topic of conversation slowly shifts into the happenings of Spring. Some great things to post about, that you can be batched in advance, are: 

• Winter Break Hours
• Add/Drop/Withdraw Policies
• Graduation
• March Madness

Also, keep a pulse and plan for local, national and global events as well. I like to take advantage of social media’s obsession with "national" day, for example, National Ice Cream Day or National Sibling Day. This is basic stuff, but it’s okay to start batching simple stuff - then built up into more significant such as memorials, tributes, and honors. 

Building your calendar around some of these celebrations establishes routine within your content and also helps establish a level of consistency within your platforms. 

Here are some questions as you begin to brainstorm your batching process:

• What times of the year do you find the most difficult to come up with new/relevant content?
• What are certain “types” of content that you already know you’ll be posting throughout the year, such as articles, promotions, shoutouts?
• What special events or celebrations are coming up on your campus, or in general?
• What consistent content do you really wish you could share weekly?

So, in the month of December, if you blocked off 2-4 hours just to create graphics/copy/content for one type of content/platform - what would that be? What could you accomplish and already get approved, if required by your supervisor/manager?

When you plan so far in advance and batch a bulk amount of content to be shared in the future the approval process can take place weeks or months in advance. You won’t feel the need to rush and race the clock to a deadline. Your post will be created, approved, and potentially already scheduled to be posted! Woo! 

Batching content makes social more intentional and purpose-driven. 

Check out my website where I blog monthly on topics of digital leadership and engagement, technology, and higher education.

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