More brands are feeling the need (or, in other words, pressure) to post regularly, be on as many platforms as possible, keep blogs updated, share videos, reply to comments, and somehow, through it all, stay as consistent as possible. And that’s because content has become central to how businesses communicate – but it can all feel absolutely relentless, and although a lot of people start out strong with great intentions, the truth is, they just eventually burn out because the workload becomes unsustainable. With that in mind, keep reading to find out more about how brands are creating more content without burning out. 

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They Stop Treating Every Piece Of Content As A One-Off 

One of the biggest changes people have to think about is moving away from the idea that every post has to start from scratch – brands are starting to realise that just one idea can be used multiple times in multiple ways. For example, a blog post can become social posts,an email topic, a short video script, or a talking point for a podcast, and that means that instead of constantly having to generate a load of new ideas, you can take the ones you’ve already got and basically stretch them more. 

If you can do that, it’s going to reduce pressure, but it’s also going to make you more consistent, which is crucial – and as long as it’s helpful, customers aren’t going to mind (and often won’t even notice) if you’re using the same ideas for a little while. 

They Build Content Around Real Conversations 

One of the reasons that people tend to suffer from burnout is that the content they’re trying to make feels forced, so it’s harder to actually make something of. However, the brands that do best and stay consistent are the ones who base their content on real questions, real customer conversations, and real experiences that customers and employees have. The fact is, when you write about what people are already asking, content is a lot easier to create and a lot more useful to read. 

And that’s also going to take away any pressure to be overly clever or original – as long as you’re clear and everything feels real, people are going to be interested enough to engage. 

They Create Less But With More Structure 

Another change is structure – instead of random bursts of content followed by silence, brands are choosing smaller, more manageable content schedules. They might post one blog a week instead of once a day, for example, or maybe they’ll stick to two social media posts a week, and when it comes to videos, once a month might work for them. As long as it properly fits in with your workload and can be maintained so it’s consistent, that’s a great place to start. 

This kind of structure is something that can prevent teams from getting too exhausted, and it means you can create a habit of posting, which makes it all a lot easier as time goes on. 

They Use Tools To Make Things Easier 

Technology definitely plays a big role in making content, but if you’re smart about it, you’re not going to be chasing after every new tool that makes an appearance – that would be too much, and you’d end up with a load of software and apps you just aren’t going to use (or you’ll try to use them and end up getting more exhausted with fewer results). 

That means it’s better to be selective about what you choose and just have a few good tools that you’re going to use and give you the results you want, rather than loads of useless ones. For example, some teams are experimenting with tools like Sora to give them visual ideas and create videos, and even if that’s the only tool they use, it’s something that can give them a good basis to work from. 

They Separate Thinking From Publishing 

Another subtle but important change is separating creative thinking from the actual act of publishing, meaning that instead of trying to come up with ideas and publish them at the same time, brands are what you might call ‘batching’ their thinking. In other words, they’ll spend one session brainstorming or outline, and another session editing or scheduling, for example. 

This is a great way to do things because it links to how the brain works best – creative thinking needs a bit of time and space, but publishing needs more focus, and mixing the two all the time just leads to exhaustion and burnout. Separate things, and you’ll feel better, and ideas should be better too.