Episode 12: How To Batch Create Your Content For Christmas

The Better Business Podcast with Jenny Pace, episode twelve. Batch creating content keeps you in the zone.

Learn how to batch create content all year round, but with a specific focus on Christmas preparation for your online shop.

Get ahead for Christmas NOW – and thank me later

Since about mid-May, I’ve been embarrassing myself on the internet by talking about something no-one wants to think about: Christmas.

I know. You only just got over the last one. It’s the summer holidays, and you just want to enjoy it. And there are a million things on your to-do list that are more urgent.

I get it. But with 12 years of online retail work, I know that Christmas is SO IMPORTANT. I can’t even tell you how important. REALLY IMPORTANT.

So important that I’m continuing to embarrass myself by bringing it up several times a week.

If you would like a Christmas that brings in the revenue and profit you want, and includes zero burnout, you’re in the right place. And I applaud you for being here!

Let’s talk about one of the biggest pieces of the puzzle when it comes to getting ahead: Marketing Content.

Picture this:

It’s mid-November, and orders are starting to increase. You’re busy packing things up, managing your team, and making sure everything’s running smoothly. As you finish up your day, you feel like there’s something you should be doing, something that you’ve forgotten. It’s all felt a bit too easy… surely there’s something you’ve let slip.

And then you realise: in the past, you’ve had to quickly write a few social media posts at the end of the day because you haven’t got anything scheduled. Normally, you’d be scrolling and panic posting, hoping that you’d get more sales to cover the cost of the assistant who just started.

This time, it’s different. You’ve already got your weekly email newsletters going out, as well as social media posts scheduled, and a list of stories to post, too. There’s nothing you actually need to do. You know your customers, you’ve got great content, and so you can wrap up on time, without working into the evening.

You smile. In fact, you feel so good that you even post a quick selfie as you end your day and post it to your stories, because you’re so grateful for all the orders you’re getting already!

Can we talk about the ease, relief, and confidence of that picture? Doesn’t it sound really good?

Before you start thinking, “that’s not possible for me”, or “Jenny’s living in cloud cuckoo land”, let me tell you: THIS IS POSSIBLE FOR YOU.

Yep, you.

But you need to start NOW.

Now is the time to get ahead by creating content and scheduling it, piece by piece.

What is batch creating content?

When I talk about batch creating content, I’m talking about sitting down to create a whole series of marketing content in one go, and then scheduling it to be released later.

There are a few reasons why this works:

  • It keeps you focused – when you’re in marketing mode, it’s easier to create content that’s cohesive and on point
  • You can get in the zone – set the intention to get in your ideal customer’s head and create the content that’s going to help and inspire them
  • You can work on pieces that work together
  • It makes you more efficient
  • You’ll get more done in one go than you would doing it in bits
  • You get ahead, which adds to your sense of confidence, ease, and calm

Booking an afternoon purely to work on your Christmas marketing content will feel uncomfortable, and you’ll need to put other things to one side. But it will make a huge difference to your success levels in the next six months.

How do we batch create content?

So, it sounds great. But let’s talk about how to batch create your Christmas content.

Step one: make time. You need a morning or an afternoon to really get in the zone and make progress.

Step two: bring your ideal customer to mind. Whether you’ve got a customer profile you already work with, or are thinking about this for the first time, spend a few minutes thinking about your ideal customer, what they are inspired by, and how you can help them.

Step three: brainstorm some ideas on how you could inspire, educate, entertain, or solve the problems of your ideal customer.

Step four: take the ideas and work them into blog posts, emails, social media posts etc. You can repeat ideas across different formats.

That’s the basis of batch creating content.

Here are my bespoke tips for Christmas content:

Start with the content you find easiest, so if you find it really easy to create your product-based posts, start there. If you find it easy to write inspiring tips or create videos, work on that first. Get in the flow, and then fill out the other areas.

Typically, it’s easiest to start at the end and work backwards. Many of my clients start with the “last chance” content you need towards the end of December. If that’s you, write the last chance email, create graphics of your last order dates that you can share in your social media feed and stories, and make sure you have reminders for a week or so before your last order date.

*It’s okay if you don’t know exactly when this will be yet. Get it ready to go, and schedule it when you’re ready!

Similarly, you can decide on your Black Friday offer now, and create the content for that, too. Black Friday is 26 November this year. You don’t have to do a discount, you could do free delivery over a certain amount, or a free gift with orders placed. Or simply expect more sales that weekend, because it’s payday before Christmas.

Whatever you choose to do, create the content for it! Write the content that introduces the offer, reminds customers of the offer, and then has the “last chance” message.

Other types of posts you can batch create:

  • Product features: take photos and videos of different elements of your products, and use your product description to help you write your captions. Schedule at least 3 a week from mid-October to your last order date. And don’t forget to use BUY NOW or SHOP NOW.
  • Service features: you already do an amazing job for your customers, so shout about it! Remind them that you have express delivery, gift wrap available, send direct options, personalisation choices, and more. Create posts that show these extra features.
  • Marketing emails: I love email marketing for product-based businesses! So powerful. Write an email a week from about mid-October (and thank me later). They don’t need to be complicated, just weekly reminders of who you are, what you make, and how you can help your customers.
  • Tips + inspiration: You’re really wise and creative. Share it with your customers! You could give them tips on decorating for Christmas, activities to do with their friends and family, how to make a Christmas sweet treat that’s low effort… Lean into your own area of expertise, and what your audience cares about.

Reminder: you don’t need to do all these things in one go! Start with the easiest one for you, and start getting that gorgeous, magnetic, effective content done ahead of time.

Two super-powerful resources for you:

I know it’s not easy to keep everything in your head, so I made a free Christmas Checklist for you.

It has everything from content to create about your products (like photos and descriptions for your listings), to how to prepare your studio. I even made a big old list of marketing content to create and schedule.


I’ve made a seriously accessible version of the Better Christmas Plan available, with extra resources and the option to add fortnightly reminder emails with timely tips from me.

It’s just £37 and includes new recordings of the 5 workshops, plus extra checklists, a self-care worksheet, affirmation downloads, and lots more.


They’ll help you to batch create your content, before September even arrives.

Here’s to that calm, organised, and ease-filled Christmas!

Why bother sending a newsletter on Christmas Eve?

You’re not going to be making or dispatching any orders on 24th December, and customers are going to be done with their Christmas shopping. So why would you take the time to send an email to them?

Connection. Loyalty. Authenticity.

Building your brand, your marketing content, and your business isn’t about making the sale every single time.

In fact, taking the time to thank your customers for their support this year and wishing them a Merry Christmas demonstrates that you’re a thoughtful human being behind a lovely creative business.

And it doesn’t have to be long or complicated. It doesn’t need to take you hours or write it or set it up.

Here’s my quick-and-easy Christmas Eve newsletter content checklist:

  • Subject line: Merry Christmas from {brand name}
  • Headline: Thank you for being here
  • Paragraph: Share your thanks for all their support and what it’s meant to you
  • Photo: Include a photo of you in a Santa hat or some key Christmas products
  • Sign off: Wish them a happy new year

Bonus points:

  • Share a couple of fun stats, like how many baubles you’ve made this Christmas (this increases your authority and integrity as a business), and how many mince pies you’ve eaten so far (this makes you relatable as a human!)
  • If you have a free printable colouring page or old blog post they might like to read, link to it

Keep it really simple

I know how things can go. You’ll read this and think “YES, Jenny’s right, I should send a Merry Christmas email, and I’ll create a fully animated stop-motion video for it, and then I’ll link it to some stupendous (but not currently planned or made) January sale and new product launch, and I’ll share a huge list of makers I want to recommend… Ooh, and I could create a whole new freebie too…”


Just draft and schedule a short and sweet email now using things you already have.

And feel free to let me know how good it feels to schedule something that’s going to have a big impact on your customer love.

What’s next? Black Friday vs Valentine’s Day

If you’re a maker or creative business owner in retail, the next few weeks are pretty much the most intense of the year. If you hadn’t noticed, it’s Christmas, and this year, things are even more unpredictable.

In this blog post, I’m making it really easy for you to market your products right now, and plan ahead for future success. To read this and do all the things I mention, you probably need about 30-45 minutes. Doable, right?

So let’s pretend for a moment that fulfilling orders is a breeze, you’re totally on top of that, and you have no worries in that area.

In fact, let’s pretend that your only job right now (imagine, my dear solopreneurs and tiny teams! just one job…) is marketing.

As the Marketing Manager for your business, you have a few things on your mind:

  • Black Friday
  • The rest of December
  • Valentine’s Day

Partly, you’re bringing in sales right now – that is your urgent job – but you’re also thinking strategically about the future – that is your important job.

Let’s look at how to balance the two:

Black Friday

Black Friday is next week, the 27th November, with Cyber Monday on 30th November. These are big online shopping days, not just for those looking for discounts, but also in general: November payday happens, and we as a society actually acknowledge that Christmas is coming.

In good news, this year there’s a huge movement for shopping small and shopping early. Royal Mail are sharing the message, and Google are running tv ads about supporting small businesses.

Black Friday can be noisy – lots of big brands and businesses now rely on a Black Friday week to generate discounted sales. And that can be off-putting for small businesses who feel their voices are too quiet.

As I’ve said in my Tuesday pep talks over on Instagram, it’s still worth sharing your products over Black Friday weekend, even if you don’t discount. People are still looking to shop.

Here are my top tips for Black Friday weekend (and the rest of December):

  • Post regularly on social media, ideally scheduling ahead of time
  • Send out an email (two if you’re running a discount) – read this blog post for a content rundown
  • Be really clear about how people can order from you (this is especially good in IG Stories, but also on your feed):
    • Where do they need to go?
    • When do they need to order by?
    • What’s your experience with delivery right now? Even if it’s good, say so!
    • Can you gift wrap and send direct to their recipient?
    • Make it REALLY EASY to place an order!

Valentine’s Day

But here’s the thing: Valentine’s Day is hot on the tails of Christmas. Urgh, I know. The Worst.

As your business coach and mentor, I am morally obliged to remind you that 2021 is coming, and you, amazing human, deserve to succeed in the coming year, as well as in the coming weeks.

So absolutely take care of yourself and your orders and maximise this opportunity. AND let’s think long-term, too.

Here’s how to spend 15 minutes on Valentine’s Day that will pay off big time:

  • Book a photoshoot in January. Seriously. Do it now. Whether it’s your own time or with a professional. (I recommend Girl Behind The Lens for remote product photography.)
  • Plant the product development seeds in your creative brain. You don’t have to design everything before Christmas, but maybe jot down some ideas of what you’d like to share for Valentine’s Day.
  • Mark some key dates on your calendar, like when you’ll open your Valentine’s Day shop (I recommend 25th January), and when you’ll need to upload your listings (probably the week before!).

I have made all this take even less time and feel even easier with the Valentine’s Day Launch Plan, which not only has a printable calendar for you, but also then has all the marketing content templates for email, Instagram, and Facebook from pre-launch to last order dates. (Seriously, I just want to remove the obstacles getting in your way.)

So there’s a quick rundown of how to juggle immediate and long-term success. Let me finish with a reminder that I absolutely believe in you AND you are worth taking care of. Sleep. Water. Good music. Great snacks. Ask for help.

You’ve got this.

Jenny x

PS That link again to the save-you-time, make-you-money Valentine’s Day Launch Plan.


Enter The Forge

Life's too damn short to chase someone else's definition of success. I'm here to give you the courage and tools to forge your own path.