Why Content Batching Isn’t Working for You, and What to Do Instead
If the phrase “just batch your content” sends you into a spiral of overwhelm…you’re not alone. I get it, because I’ve been there.
For years, content batching has been promoted as the gold standard for productivity in social media marketing. Block out a day, crank out a month’s worth of content, and pat yourself on the back. Except… for many business owners, especially solopreneurs juggling client work, family life, and a million other things, that model just doesn’t work.
In this post, I’m breaking down why traditional content batching might not be the best fit for your workflow—and the flexible, sustainable method I use instead.
The Problem with Traditional Content Batching
Let’s be real: content batching demands a lot of creative energy, focus, and time all at once. For neurodivergent business owners, or anyone balancing multiple roles, that level of intense output can feel draining—or downright impossible.
Content batching assumes you’re able to:
Be creative on demand
Plan, write, and create content in one sitting
Predict what will be trending weeks from now
But life and business aren’t always that predictable, and inspiration doesn’t always strike when the calendar says it should.
The Better Alternative: Idea Batching
What I use instead—and sometimes recommend to clients who are overwhelmed by batching—is idea batching.
Instead of forcing yourself to batch and create weeks of content all at once, idea batching is about collecting inspiration without the pressure to execute it immediately. It gives your creativity space to breathe and lets you take advantage of bursts of inspiration when they come.
Here’s what that looks like in practice:
Create an Idea Bank
I keep a running list in Notion where I drop every content idea that pops into my head—reel hooks, carousels, podcast topics, captions, trends, you name it.
These ideas come from:
Industry news and updates
Instagram saves
Podcast episodes I’ve listened to
Newsletter inspiration
Questions from clients or followers
If it sparks something? It goes into the bank.
Batch What Works for Your Energy
When I do feel focused, I might batch out some captions or plan the week’s posts. But I rarely pressure myself to write, design, record, and schedule everything in one sitting. Instead, I work with my energy—maybe batching a few captions here, a few reels there.
And if I’ve already got a caption written, but no reel to go with it? I save it until I’m inspired to create.
Use Tools to Streamline (Without Losing Your Voice)
I’ll often use ChatGPT to draft a post based on one of my ideas, and then add my own story, polish, and tone. It’s a great way to get out of a creative rut without sacrificing authenticity. I love AI as a tool to ideate and create but it is never my final product.
Why Idea Batching Works
Idea batching is:
More sustainable
More adaptable
Less pressure-filled
Better for repurposing and staying consistent
It honors that content creation is a process, and creativity doesn’t follow a strict schedule. Plus, it’s way easier to stay on-brand and aligned with your strategy when you’re not rushing to just “get something posted.”
You’re Not Failing; You’re Just Human
If batching a month of content in a day makes you want to crawl under your desk, you are not doing it wrong. You are not lazy. You are not behind. You just need a system that works with your life…not against it.
So let this be your permission to stop forcing what doesn’t work and start experimenting with what does. For me, that’s idea batching. And for you? That might be the thing that finally makes content creation feel doable again.
Want Help Building a System That Works for You?
If you're tired of trying to force yourself into a system that burns you out, I’d love to help. Whether you need a fresh strategy, help organizing your ideas, or just someone to walk through your content calendar with you, you can schedule a strategy session to work through building consistency your way.
If this post helped shift your mindset around batching, I’d love to hear from you. Leave a comment, share it with a friend, or tag me on Instagram @heidischmidtcreative. You’ve got this.
