In a recent LinkedIn post, Matt Gray details a comprehensive system for planning a month’s worth of social media content without experiencing burnout. Gray, who claims to have grown his own Instagram following to over 967,000 by posting multiple times daily, outlines a seven-step process designed to streamline content creation and ensure consistency.
The core of Gray’s strategy emphasizes structured planning and batching. He begins by stressing the importance of frequency, advising users to:
“Decide what days you post. If you’re not clear on how many posts go out each week, you’ll never make time to plan or create them.”
This foundational step, according to Gray, is crucial for establishing a sustainable posting schedule.
Establishing Content Pillars and Brainstorming Ideas
Gray then moves to content strategy, advocating for the identification of three core pillars that define a brand’s message. These pillars serve as recurring themes, simplifying the ideation process. As Matt Gray notes, “Every piece of content you create should map back to one of these three.” This approach aims to make content creation feel more automatic and less like a constant struggle for new ideas.
Following the establishment of pillars, Gray addresses the challenge of idea generation. He suggests dedicating specific time blocks for brainstorming and leveraging analytics, audience questions, and competitor research. Gray claims it’s possible to:
“Generate 30 ideas in under 5 minutes.”
He mentions utilizing a tool he developed, the ‘Content Idea Machine,’ to expedite this process.
From Scripting to Dispatch: The Content Creation Workflow
The next phase involves scripting, where Gray recommends selecting a subset of brainstormed ideas and developing hooks, bullet points, and key takeaways. He outlines a framework for each piece of content: Hook → Context → Tips/Steps → Call to Action. This structured approach ensures that content is not only engaging but also serves a purpose, often driving users back to a lead magnet or offer.
Batch creation is a cornerstone of Gray’s system. He advocates for dedicating focused sessions to produce content in bulk, rather than spreading the effort throughout the week. Gray illustrates this with an example:
“Wednesday mornings you’ll film 8-10 videos back-to-back. Then Thursdays you’ll write all the captions and gather the graphics.”
This method, he argues, allows for greater efficiency and focus.
Team Collaboration and Finalizing Content
The final step, ‘Dispatch,’ involves sending all created content and copy to a team for editing, designing, and polishing. Gray emphasizes the importance of clear briefs, reference examples, and setting firm deadlines to ensure smooth collaboration. According to Matt Gray, this entire system, when executed diligently over one focused week, can yield a full month’s worth of content.
Matt Gray concludes by offering his ‘Content Idea Machine’ to those who DM him the word ‘MACHINE,’ suggesting it’s a tool born from the very system he has detailed. His post provides a clear, actionable framework for creators looking to maintain a consistent and high-performing social media presence without succumbing to burnout.
📝 About This Content
This article is based on insights shared by Matt Gray on LinkedIn.
📅 Originally posted on April 22, 2026 | View original post on LinkedIn →