Many small businesses face challenges when it comes to building an effective content strategy that consistently attracts, engages, and retains customers. That’s where content buckets and/or pillars come in. This simple yet powerful framework can revolutionize the way you approach your content marketing. Whether you’re a small café, a community gym, or a boutique store, content buckets will help you streamline your strategy and keep your audience coming back for more.
Content buckets are essentially predefined categories or themes that guide the type of content you create and share. Each bucket serves a different purpose, ensuring a diverse mix of content that keeps your audience engaged while supporting your business goals. A content pillar is a broad, core topic or theme that serves as the foundation for your content strategy.
Think of these strategies as compartments that keep your marketing efforts organized. The McGuinness Media & Marketing team finds that content buckets and pillars help prevent repetitiveness and maintain focus.
Content Buckets Vs. Content Pillars
Small businesses like McGuinness Media & Marketing thrive when they build trust and foster a personal connection within their communities. Content buckets and pillars support the mission by ensuring your marketing is consistent, relevant, and value-driven.
When you create content without a strategy, it can feel chaotic and overwhelming. Content buckets and pillars provide clarity by offering a clear framework to brainstorm and schedule ideas. For example, you could dedicate Monday to Educational Content, Wednesday to Community Highlights, and Friday to Promotions.
Content buckets work best when you’re seeking to maintain balance and variety in your editorial calendar. They’re ideal for brands managing social media channels, blogs, or newsletters that aim to engage audiences with diverse interests or needs.
Content pillars, on the other hand, are the foundational themes or topics upon which all your content is built. These topics are typically tied closely to your brand’s expertise, core values, products, or services.
If content buckets are the “what,” content pillars are the “why” and the “how.” They provide in-depth insight, establish authority in your niche, and help guide the overall direction of your content marketing strategy.
For a skincare business, their content pillars might look something like this:
- Clean Beauty Standards
- Benefits of Plant-Based Ingredients
- Dermatologist-Backed Advice for Healthy Skin
Each pillar represents a significant focus area tied to the company’s brand identity and mission.
Benefits of Content Pillars
- Builds Authority: Positions your brand as a trusted expert on topics related to your industry.
- Improves SEO Strategy: With in-depth pillar content, you create a strong base for interlinking additional and related content, boosting search engine rankings.
- Drives Long-Term Value: Unlike buckets, which generate broader content, pillars provide evergreen material that continues to deliver value over time.
- Aligns Content with Brand Goals: Keeps your content in tune with your brand’s core mission and audience interests.
Content pillars are most effective when you are looking to establish authority in your industry or want to create comprehensive, long-form resources that address your audience’s needs. They work exceptionally well for blogs, website pages, and downloadable assets like eBooks or whitepapers.
Both approaches allow you to better connect with your audience. Some consumers may engage with your product highlights, while others may be drawn to stories or educational content. Content buckets and pillars ensure you address varied interests, appealing to different segments of your audience.
When your posts have defined themes, your brand voice feels coherent and dependable. Over time, this consistency builds trust and recognition, which is especially important for small businesses looking to compete in local markets with larger players.
| Aspect | Content Buckets | Content Pillars |
|---|---|---|
| Purpose |
Organizes content into broad categories.
|
Provides foundational topics for strategy.
|
| Focus |
Variety and engagement across multiple areas.
|
Depth and authority on specific topics.
|
| Content Length |
Usually short-form or medium-length.
|
Often long-form, in-depth content.
|
| Goal |
Maintain diversity and keep content dynamic.
|
Build expertise and SEO dominance.
|
| Ideal Platforms |
Social media, emails, general brand content.
|
Blogs, websites, eBooks, pillar pages.
|
How to use content buckets for Your Business
Consider the following content buckets to organize your marketing plan:
1. Educational and Informative Content
Use this bucket to share content that informs or educates your audience about your industry, product, or service. Here’s some examples for small businesses to inform their local community:
- A florist sharing “5 Tips for Keeping Your Flowers Fresh Longer.”
- A restaurant posting kitchen techniques, like “How to Perfectly Dice Onions.”
The educational bucket positions your brand as knowledgeable and helpful, increasing trust in your business. Customers are more likely to support companies they view as credible and who add value to their lives.
2. Community-Focused Content
Showcase how your small business interacts with the community. Do you participate in local events, celebrate community members, or highlight partnerships with other nearby businesses? Local businesses want to cater to the interests of the community. Here’s some examples:
- A bookstore featuring monthly spotlights on local authors.
- A salon celebrating a community volunteer with a free service.
This fosters a connection with your audience, making your brand feel more relatable and invested in its surrounding community.
3. Behind-the-Scenes
People love to see the “human” side of businesses. Sharing behind-the-scenes makes your brand more relatable and allows your audience to form deeper connections with your team. Here’s some ideas for how to pivot your content to appeal to someone outside of your industry:
- A café posting “A Day in the Life of a Barista.”
- A boutique introducing their team with fun facts and videos.
Creating personable content is crucial to maintaining relationships with your online consumers. People like knowing the stories and people behind the businesses they support.
4. Exclusive Promotions and Offers
Entice your customers with time-sensitive offers or exclusive deals only available to your followers. Local businesses may use something like the following:
- A gym promoting “Sign up this week and get 1 free personal training session.”
- A pizzeria sharing “50% off for orders over $20 this Friday.”
Limited-time promotions create urgency and direct your audience toward conversions. Followers who discover deals on social media are more likely to engage with your posts and business.
5. User-Generated Content
Engage your current customers and attract potential ones by sharing content created by your patrons. Here’s some ideas for how to develop relationships with people who frequent your small business:
- A coffee shop reposting a customer’s Instagram Story showing off their latte art.
- A clothing store featuring customers in their outfits with a branded hashtag like #ShopLocalStyle.
User-generated content acts as powerful social proof, showing potential customers how much others love your brand. Plus, it encourages more customers to interact with your business publicly.
Putting a Drop in the Bucket
Content buckets and pillars might be simple, but they pack a powerful punch for local businesses looking to streamline their strategy and strengthen their connection with their audience. By organizing your posts into well-thought-out themes, you’ll not only save time but also build engagement, trust, and loyalty within your community.
Get started on creating content buckets for your businesses by determining what you want your content to achieve. Is it increasing sales, building brand awareness, or driving more foot traffic? Your goals will help determine the type of buckets you should use.
Gather insights into your customers’ demographics, preferences, and behaviors. For small businesses, think about what your local community most values about your business.
Follow the McGuinness Media & Marketing team on social @mcguinnessmedia for more insights from our award-winning team making BIG waves in the smallest state!