Why We Build Content in Monthly Batches (and Why It Works)

When it comes to marketing, a clear flexible framework is essential. It helps you stay on brand, stay on message, and still leaves room for reactive content when something unexpected comes up.

At First Touch Marketing, we build content in monthly batches because it makes the process smoother, more strategic, and more effective for our clients.

Here’s how it works, and why it matters.

It starts with business objectives

Every client has different priorities. Some want to sell products, some want to fill bookings, and others want to raise brand awareness. We always begin with the bigger business goals. From there, we map them into marketing objectives, and finally into the content itself; whether that’s social media posts, email campaigns, or blogs. This way, everything connects back to the direction the business is moving in.

Content pillars keep things balanced

To make sure nothing gets missed, we use 10–15 content pillars for each client. These might include product spotlights, reviews, team introductions, announcements, or brand-building posts. In each client’s personalised Notion portal, we track these pillars month by month to see what’s being posted and where the gaps are. This helps us keep the content varied, engaging, and true to the brand.

The value of the bigger picture

Planning monthly gives us a clear bird’s-eye view. Using Notion’s calendar view, we can line up posts, emails, and blogs with key dates, seasonal campaigns, or events. It also makes it easier to spot opportunities to link content together, so a blog can feed into an email, and that email can connect to a social post.

Saving time and avoiding stress

One common objection to monthly batching is that it feels time-consuming. In reality, it saves time. Instead of constantly scrambling for ideas, you’ve already got a structure in place. We usually create and schedule content a week in advance, so there’s always a buffer if something changes. That means less last-minute panic and more consistent output.

Space for reactive content

Not everything can be planned in advance, and that’s a good thing. Social trends, industry updates, or unexpected business news all make for great content. We usually plan four to six posts per week, rather than every day (varies with clients and budgets), so there’s always space for reactive ideas. That flexibility allows us to capture timely moments without throwing the whole schedule off balance.

Tools that make it easy

Each client gets their own personalised Notion portal where we manage everything from contracts and admin to content planning. This keeps everything in one place and makes it easy to collaborate. For scheduling, we either post manually or use whatever scheduling tool the client prefers. The system is designed to be straightforward, not complicated.

Results that prove the process

Planning in monthly batches delivers results. For example, with Boom Fireworks, we’ve used a pillar-led approach across Instagram, TikTok, and Facebook. By aligning content with product availability, seasonal demand, and trending formats, their Shopify sales have grown year on year. That kind of growth comes from combining structure with the flexibility to adapt.

Final word

Monthly batching is about creating a framework that keeps your marketing consistent, strategic, and effective, while leaving space for creativity and spontaneity. It’s a way of working that gives you more control and less stress.

If you’d like to see how monthly batching could work for your business, get in touch at jacklomax@firsttouchmarketing.co.uk.

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First Touch Marketing
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