5 content buckets for staying focused

If you’re like me, you probably get a million ideas a minute…but not all of them are relevant to your goals. 

I find that using content buckets to categorize and frame how content is delivered can help simplify brainstorming and planning.

I typically use this content bucketing framework to keep my content organized and aligned with my North Star goal: help sales sell.

1. Promotional content. This is the stuff that says “Look at us!” but doesn’t add much value for the onlooker. This might include press releases, webinar promotions, lists, and so on. Ideally, this will be your least-used bucket!

2. Educational content. This is the stuff that says “Learn from us!” because you have authority and expertise to share. You want this content bucket to lean heavily into What’s In It For Me? territory. 

3. Differentiating content. Not going to sugarcoat it, this is your pick-me “Choose us!” content. You want this content to showcase why your product is better/more relevant/worth their time & money.

4. Community content. This content says “One of us! One of us!” Use this bucket to think about how to show your audience that you *get* them and that they are part of something.

5. Product content. Give them a reason to “Join us!” I think this can get lost in the fray, but the reality is…why are we even posting if we’re not going to explain the product?

   It doesn’t have to be a self-serving POV either, but consider that people are following you because you represent a product that is supposed to make their jobs easier.