Get Ahead in 2025: 12 Months of Content in 12 Weeks

Generating a year's worth of content in advance may seem like a tall order, but it's a strategic move that can pay off. We present you with this challenge: Turn off your notifications for a few hours at a time and make time for this important aspect of your marketing strategy. 

As a result, it can bring efficiency to the content creation process, maintain consistency, and help you stay on track with your overall goals. We take you through a behind-the-scenes look at our internal processes so you can find inspiration in our approach. 

The Power of Planning

For context, we publish a blog post every Tuesday at Comma.  We started 2023 content creation in fall 2022 and did our own “12 x 12.” By December 22, 2022, we had 48 blog posts ready for publication. This reflected more than 92% of our 2023 content written, edited, and scheduled for publishing.

When we say “content,” we’re referring to all written marketing collateral, ranging from garden-variety blogs to case studies, to landing pages. Not all of these formats will be appropriate for content batching, but the point is you don’t have to limit yourself to a specific kind of deliverable. There may be ways to repurpose and refresh content for use on other channels.

From an overall strategy perspective, anyone tasked with producing content needs to keep in mind the intended audience, voice (as dictated by a style guide), cadence, volume, and types of content. It’s usually the responsibility of the internal or external marketing team to define these points. Either way, you should have these points covered when you begin the writing process.

Key Benefits of Content Batching

This quote from Teachable.com sums up the value proposition of content batching succinctly: “Using a content batching strategy can help improve your workflow and up your productivity. It can also help you begin to reclaim your time, so you can devote more energy to creating content and running your business effectively.”

Still, coming up with a chunk of content in little time is both an art and a science. In our experience, the upfront investment pays off in the following areas:

• Time efficiency: Batching content allows you to focus on specific topics and produce multiple pieces because your attention isn’t divided. At Comma, we like to refer to it as “pillars” that weave and tie together themes. From here, you can bolster your thought leadership stature, instead of taking a one-off approach and hoping for the best,

• Consistency: It’s amazing what you can achieve when you stay accountable to your goals. Regular content publishing furthers brand awareness and positions you as an expert in your field.

• Improved SEO: Consistent content creation is a proven way to boost your website's search engine results.

• Enhanced social media presence: A steady flow of content keeps your audience engaged and keeps your brand relevant.

• Strategic planning: Having a year's worth of content on deck allows you to align your content with your overall business goals. It’s the difference between being proactive and reactive. 

• Mental health boost: When facing a mile-high to do list, it’s reassuring to know you have an important item ticked off your list. You don’t want to have to scramble to put together a blog at the last minute and feel like it’s a poor reflection on your organization. 

• Improved creativity: Research about the state of flow indicates we have improved concentration and worry less when we’re in this perceived state of ease. Those intangibles are reflected in the final product. Inspired content performs better than something we struggle to get out the door.

Content Batching Quick Tips

Now that you understand the benefits, it’s time to get to work. Follow these steps to set you on the right path:

1. Define your target audience: Before you put pen to paper (or finger to keyboard), you should have a deep understanding of your target audience. You should be intimately aware of their needs, interests, and pain points.

2. Define your content pillars: Determine the main themes or topics that you want to cover. These might be a mix of evergreen topics and ones tied to seasonal promotions.

3. Create a content calendar: A living document, map out a schedule for blog posts, social media content, and email newsletters.

4. Create a brief: Before writing begins, start with a content brief. The core elements should include a working title, three main points and a call to action. If you have the time and foresight, you might spell out preferred sources, keywords and even offer a detailed outline.

5. Put your plan into action: Dedicate specific time blocks to write, edit, and design content. You might put it on your internal calendar to let colleagues know you’ll be busy and not available during those slots. 

How to Batch 12 months of Content in 12 Weeks

Creating 12 months of high-quality content in 12 weeks is absolutely possible. Here's how we break it down at Comma Copywriters. For every piece of content, you need a few roles covered ("The Who"), even if you're a one-person marketing team who wears all the hats. Every piece of content also needs to go through a process of concept, writing, editing, revising, and publishing (“The How”).

1. The Who: Establish your content team.This applies to any size of organization. It may look something like this: 

Primary

• Content Director

• Decides topics

• Shares details with writer

• Owns content results

• Writer 

• Researches

• Writes

• Works with editor

• Editor 

• Edits (second set of eyes)

• Publisher

• Sets up content to publish

• Owns publishing calendar

Secondary

• Subject Matter Expert(s)

• Co-Marketing Partner

• Graphic Designer

2. The How:  To prepare 52 articles for one year of weekly content, draft posts in nine batches of six articles. Use the first week to research and prepare topics. By the second week, topics will be ready and writers start drafting. The remaining weeks will be filled with alternating tasks of writing, editing, revising, and publishing (or scheduling) batches of content for the year. 

At Comma, we encourage our team members to show up fully in their personal and professional lives. It’s nice when the two intersect. Our Founder and CEO Crystalee Beck applies the batching concept to her personal life every year around the holidays, for example. During Comma’s holiday break, she and her family dedicate time to making their loved one’s birthdays a special occasion. 

A natural planner, Crystalee purchases a year’s worth of birthday-themed cards in one visit to the store. It then becomes a family affair to write a personalized message in each one. They address each card and apply postage — and voilà, they’re ready to be sent out to friends and extended family when the time comes.

By batching this task, she feels the weight of remembering each birthday lifted off her shoulders. Plus, it’s a nice bonding activity. Crystalee plans to resume this tradition this year so she can enter each year feeling a little lighter.

You can channel that same energy at work. By developing a year's worth of content, you're investing in your organization’s future. That doesn’t mean you have to go it alone, though. Look to Comma as a partner in your success. Rest a little easier knowing you can have a whole year’s worth of blog content completed for you in just 12 weeks and published throughout the year. Contact Lisa for a quote.