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Content Calendars: Creating Content Buckets

By Corrie Oberdin   •   15 May, 2014

15
May

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Content Calendars: Creating Content Buckets

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Earlier this year, we wrote about content calendars – creating a schedule of content, on a daily, weekly or monthly basis that will act as a road map for your social media & content marketing efforts.  As we mentioned in the first post, content calendars can include just your social media channels, or can include email campaigns, web content and offline content as well. This week, we’ll look at how to brainstorm content “buckets” that you can place content into as you create your content calendar.

Content “buckets” are subjects or topics that your customers need to know about – they might be product focused, business focused, or educational.  At their heart, content buckets should be focused on telling your audience what they need to know about you. At Iridian Group, we group our content into the following buckets:

  • Clients
  • Design
  • General Marketing
  • Social Media
  • Development (Web & Mobile)
  • Company News

Some clients with a B2C focus have content buckets that focus on customer questions, customer service, service information, product information, customer stories and sale information. Clients who are service oriented, or nonprofits, may have content buckets that focus on programs, fundraising, education, need and success stories.

Content buckets differ for each business and are created based on a combination of what types of content are available, marketing & business goals and employee involvement.

To identify what buckets may work best for a client’s content marketing program, we conduct a review of their current marketing materials, their marketing plans, their goals and what institutional knowledge might exists or be available outside the marketing department. We typically aim to start with 5-6 content buckets, but in some cases the list of topics can be as large as 10-15, or as small as 3, depending on the services or products offered. To create content buckets for your organization, do the following:

  1. Review your marketing or communication material – What are the major topics or subjects that you share with your customers?
  2. Review your marketing or sales goals – How might those goals be communicated via social media? (if you are a non-profit, look to your fundraising goals AND your program adoption goals)
  3. Look outside your marketing department at the staff who provide the services or make your products – What expertise might they provide that you can share with clients, donors or customers?
  4. Make a list of the subjects/answers to the above questions. See where overlap exists, and what subjects stand out, and create your initial content “bucket list.”

You may find after planning out your content calendar, that you are able to provide more information in one bucket than in another, and after measuring, you may find that your audience is more interested in one bucket than another.  Over time, you may need to change up your content buckets, so a regular review of what you are saying, how you are saying it and the reaction that it is getting will be just as important as laying out the groundwork.



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