Batch decisions, not posts
Most advice about batching says to write a week of content in one sitting. That helps a little, because it saves the setup cost of opening everything.
The bigger saving is batching the decisions. Deciding what this week is about once, and then producing seven things that serve it, is a completely different task from deciding seven times what to post today. The first is one act of judgement and some execution. The second is seven acts of judgement, which is why it does not happen.
Bring three things to the session
The session works if you arrive with raw material and fails if you arrive hoping for inspiration. Three things are enough.
- One thing that actually happened this week: a job, a question a customer asked, a mistake, a result.
- One thing you believe that not everyone agrees with. This is what makes the week yours rather than generic.
- One thing you want people to do: book, reply, read, buy. A week with no ask is a week that produces nothing.
The twenty-minute shape
With those three in hand, the session has four parts and none of them requires staring at a blank field.
- Two minutes: name the week's angle in one sentence.
- Five minutes: read the drafts. Do not fix them yet, just read all of them.
- Ten minutes: edit in place. Cut anything you would not say aloud, add the specifics only you have.
- Three minutes: check the schedule for clashes, then approve the run.
Edit for the thing a generator cannot know
A draft can be well-formed and still say nothing, because the writer had no access to the details that make a post worth reading: the actual number, the specific street, the thing the customer said, why the obvious approach was wrong on this job.
That is what the editing pass is for. It is not proofreading. It is putting back the particulars that only you have, which is also the only part of this that genuinely cannot be handed over.
What to leave out of the batch
Two kinds of post do not belong in a scheduled run. Anything reacting to something that just happened, because by the time it publishes it is stale. And anything difficult: an apology, a price change, a correction. Those deserve to be written on the day, by you, with full attention.
Batching is for the steady baseline that keeps you present. It is not for the posts that matter most, and trying to make it cover those is how the practice gets abandoned.
Decide once, produce many, and spend the session editing rather than generating. The scarce input is not writing, it is the specifics only you know.