I talk a lot here about strategy. It’s important to define your strategy and make a plan for implementing it. It’s important to check in with that strategy throughout the year. This post reviews just that.
One important part of that strategy has always been your content buckets. Some call these content pillars, but I like the term “bucket” because it gives you the opportunity to keep refilling it. A pillar just stands there, stagnant. A bucket has movement, activity and the ability to change.
Content buckets need to be defined as part of the initial strategy but they can change. Just as a company’s priorities change, content buckets should follow suit. The most critical part of a content bucket’s purpose, though, is how they tie into the business objectives.
What do I mean by this?
We always say “don’t start posting without a strategy.” So take a step back from posting to where your content buckets are being defined. Take a step back from there and define your business objectives and why you are using social media to accomplish them. Then lay out your content buckets from there.
Here’s what I mean:
If one objective is brand awareness, you need a content bucket that ties into that. What kind of content do you have or can you create that will work?
If another objective is getting leads, you need a content bucket that shows off your sales people – what kind of content can you create or do you already have that satisfied this need?
If you want your content to drive sales, a content bucket should focus on your products and services. Start making a list of content you have or can create that will accomplish this.
Because you are dabbling in social media, one would assume you want to tell your story/share your personality. So a content bucket, naturally, should be about your people. Make a plan for how to capture content around your people (team awards, employee spotlight, team member of the month, etc).
Do you want to highlight your business’ neighborhood? Do you need a content bucket about being a local business? And what will go in that bucket?
Do you want to show off a fun side of your business? Do you have a dog? Dogs make great mascots.
You may have an events bucket.
You may have a company history bucket.
You may have a bucket of inspirational quotes.
I recommend about 5 buckets max for your company and your content should continue to refill each one and each one should tie into business objectives and priorities.
These priorities can change throughout the year so it’s important to evaluate them at least once mid-year, if not more often.
So get going. Create your strategy. Write your objectives. Develop your buckets and fill them!
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