What are content buckets and why do I need them?

If you are wondering how to increase your website’s SEO, content buckets are a great strategy to employ. They help you to organize your content, support business objectives, and increase engagement with your target market.

But what are they; why do you need them; and how do they work?

What is a content bucket?

According to Semrush, content buckets are categories used to sort information. They help you think of new ideas, keep your messages clear and consistent, and add variety to keep your audience interested.

For example, your firm wants to increase awareness for its real estate tax services. One way to cover that content is through educational information, such as a series of blog posts.

Using AnswerThePublic.com (free), here are some examples of topics you might cover in this cluster.

• Who pays the real estate transfer tax?
• When selling real estate, what is tax deductible?
• Are real estate tax and property tax the same thing?
• Are real estate tax rebates taxable?
• Can real estate transfer tax be deducted?
• Can you gift real estate tax free?

Why do I need content buckets?

In addition to organizing information in a structured way, content buckets help you manage your content calendar, elicit new content ideas, engage your audience by varying your content type, and maintain consistent messaging across marketing channels.

Content Bucket Types

There are six content bucket types to consider, including:

1. Educational – positions your brand as a subject matter expert on a topic.
2. Entertainment – makes your brand relatable through humor, nostalgia, or celebratory content.
3. Personal – increases relatability and brand building.
4. Promotional – draws attention to your content, services, and products.
5. Inspirational – motivates your audience to achieve a goal.
6. User-generated – entices followers to comment on your content because you are willing to share theirs.

As an accounting firm marketer, you might scratch your head about using some of these buckets, but remember, your goal is to attract readers in your target market. So, you might have to think outside the box. Don’t worry, here are some examples.

Educational

Using the real estate tax services content above, you could create a blog series, ebook, video content, webinar series and email content for your audience. Then share it via social media, email, and other promotional channels you’re using.

Entertainment

Challenge the perception that accountants are boring. Using memes, industry-relevant jokes, pop culture trends, and more can make your brand more relatable, especially if you’re using social media platforms like TikTok and Instagram.

Personal

I’m not talking about sharing your deep, dark secrets. What I am talking about is sharing stories that can help your clients relate to the services your firm offers and the people you work with. It might include a behind-the-scenes tour, personal stories such as why you became an accountant, Q&As with clients discovering solutions to challenges, and more.

Promotional

Just like it sounds, this bucket focuses on promoting products and services. It encourages your audience to act, like download, register, play, sign up, etc. Remember to avoid the overly salesy pitch, though.

For example, you have an ebook that’s valuable to your target market. Ensure that it’s gated with a form to capture email address, first and last name, and at least one trigger field to help you determine if the lead is a prospect or simply a marketing lead.

Inspirational

Here’s one you might be scratching your head about. But don’t fret. Simply using quotes or video clips that are relatable are key here. For example, here are some accounting-related inspirational quotes you might mix into your social media calendar.

• “In the balance of life, accounting is the equilibrium that keeps everything in check.” – Olivia Martinez
• “The best accountants are not just number crunchers; they’re financial storytellers.” – Jessica Turner
• “In the world of finance, the best accounting is like poetry—precise, impactful, and timeless.” – Daniel Adams

User-Generated

This content is created by someone else that you post on your social media profiles or share with your audience. Examples for the accounting industry might include trending articles related to estate planning, retirement, taxes, and more. Resources such as the IRS, tax newsletters, industry-specific newsletters, and the news channels are full of stories you could share. Remember to tag the source and add links so they know you’ve shared their content.

How to use content buckets.

Now that you know what content buckets are and the six types, it’s time to develop a strategy.

1. Start by reviewing what you already have and organizing it into a bucket. If it doesn’t fit or align with a business goal, you may need to archive it or delete it.
2. Conduct topic research to discover what your audience is looking for. Using tools like Semrush, Answer the Public, ai tools, search engine searches, and more will help you discover those topics.
3. Align your content with the topic research. What do you have that will answer the burning questions your audience has?
4. Develop a content calendar. HubSpot has a free, downloadable template.
5. Share, monitor, and report how your content is performing.

Now, it’s time to implement content buckets in your strategy. Review and categorize your existing content, research relevant topics, and align your content with your audience’s needs. Develop a content calendar and monitor performance. Embrace content buckets to enhance your SEO, connect with your audience, and achieve your business objectives.

Start today and see the difference!