What are content buckets?
Content buckets, typically known as content categories, are topics or themes that discuss various aspects of one's business. Each is specific in nature but links to an overarching brand message within one's business strategy, with various buckets all connecting to one brand message, a robust and colorful understanding of the business can be depicted. Think of groupings designated to products/services, editorials, industry news, thought leadership, and more.
Why are they important?
Firstly, by specifically designating content to various themes, it ensures that one's marketing strategy is well-rounded. By touching on various topics through your content, you can give your audience a full picture of what your business offers. Additionally, content buckets help ensure that one's marketing content varies in types and forms. Thus, your audience is more likely to be engaged and active with your posts. Most importantly, your varied content is likely to draw in additional followers.
Create content buckets for your business:
Ready to take your marketing strategy to the next level? Here's a step-by-step guide on how to create and leverage content buckets:
Brainstorm the key aspects of your business:
The first step in creating strategic content buckets for your marketing strategy is to brainstorm all of the facets of your business. To do so, list out all of the offerings and branches your business is linked to. Think about your products/services, the category or industry your business is a part of, thought leaders, educational aspects, and anything else your brand may connect to.
Refine and determine the overall content buckets:
Second, once you've listed out all of the various parts of your business, work to reduce that into a concise and clear list of about 5 – 10 categories. Compile your brainstormed list into broad, yet defined categories. Don't fret — while it may be difficult to place certain items into a specific category, leverage a content bucket that can be a 'catch-all'. Most often, this is known as an 'editorial' content bucket.
Create content that aligns with your buckets:
Once you've brainstormed and determined your buckets, you should have a strong understanding of what your marketing content can be composed of. As mentioned, content buckets typically hit product/service topics, educational/how-tos, thought leadership, cultural/category trends, and industry news. Work to create content that draws upon your buckets. That content should be in various forms, such as social, blog posts, website pages, and more!
Schedule your crafted content:
The true beauty of content buckets comes within the final stage — scheduling. Once you've created various pieces of marketing collateral that fall under various buckets, use the defined buckets to your advantage. Work to schedule your content so that each type is touched upon relatively evenly. Does it seem like you're hitting one bucket more often than others? Work to disperse that content more evenly within your marketing schedules and create more content that hits other buckets accordingly.