Use a pattern when the value is the starting layout
A block pattern is ideal when authors need a repeatable starting composition made from existing blocks. Once inserted, the content can usually be edited like any other blocks on the page. That makes patterns useful for call-to-action sections, editorial layouts and other structures where consistency matters at insertion time but local editing should remain flexible.
Use synced content when instances should stay linked
If multiple placements need to show the same managed content, a synced approach can be a better fit than copying a pattern. The defining requirement is shared state: editing the source should intentionally affect the linked instances. That is different from simply reusing a layout recipe.
Be cautious with content that site editors might reasonably expect to customise per page. Shared state is powerful, but surprising global changes are expensive to undo.
Use a custom block when you need a content contract
A custom block is appropriate when the content has a specific model or behaviour that standard blocks do not express cleanly. Examples include a structured specification table, a product comparison with controlled fields, or a component that needs server-side data.
The benefit is control: you can define exactly which values authors edit and how those values render. The cost is ownership. Custom blocks need development, testing, accessibility review and a migration plan when their schema changes.
Avoid custom code for layout alone
If the requirement can be represented by core blocks plus a pattern and theme styles, that is usually easier to maintain than a bespoke block. Custom code is most valuable when it adds a meaningful content model, workflow or behaviour rather than merely recreating a row of headings and buttons.
Choose based on what must remain consistent
Ask what needs to be protected: the initial layout, the shared content, the data structure or the behaviour. That answer usually identifies the right tool. You can also combine approaches, such as a pattern that assembles several purpose-built custom blocks into a repeatable page section.
- Pattern: repeat the layout, then edit locally
- Synced content: keep selected instances linked
- Custom block: enforce a specific content model or behaviour
- Theme styles: standardise presentation without creating a new content type