Use this simple framework to keep your content efforts fresh, interesting and on track

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I’ve taught this simple ‘Content Buckets’ framework (see diagram below) for many years and feedback has always been positive in that it’s helped marketers, PR practitioners and business owners to clarify their thinking around the content they (want to) produce.

I’ve refined the model over time but its intent has remained steadfast. Today, as content marketing continues to mature, it’s probably more relevant than ever.

BOTTOM LINE: The goal is to intentionally mix our content across the four content buckets of ‘Utility’ (useful, helpful, audience-first); ‘Leadership’ (flag-in-the-ground, lead the conversation); ‘Human’ (behind the public face of your business/show the personal side of your professional life); and ‘Brand’ (company news, promotional etc).

Let’s unpack them a bit more:

• UTILITY– Addresses people’s challenges, needs, pain-points relevant to our expertise; fills information gaps people might have about your products/services.

• LEADERSHIP– Thought-provoking content, bigger picture themes: inspire people, challenge the way they think about a particular topic or issue; spicy hot-takes and strong opinions; move people with your ideas!

• HUMAN– Take people behind the public face of your business or organisation; show more of your personal side (individuals); roll out your own professional story; tell other people’s stories: clients, customers, employees, partners (companies) etc.

• BRAND– ‘Chest-beating’ content (award wins, company news, product launches, new hires) PLUS promotional calls-to-action (bookings, downloads, registrations, event announcements etc).

Depth & transparency

Many businesses create utility content. This is the mantra of content marketing folks, and for good reason:no-one ever went wrong being useful and helpful!

Unfortunately, a lot of utility content I see these days is very bland and platitudinous (‘ticking the boxes’). The emergence of AI has only exacerbated this issue.

But those who do it with depth and transparency - for example Andy Crestodina from Orbit Media Studios - will always stand out and win the day by sharing their expertise without holding back👇

Ditto The Goulet Pen Company, which has published an amazing catalogue of educational utility-based content for the pen enthusiast and novice alike.

(FURTHER READING: Inspirational case study: Six powerful PR and content lessons from The Goulet Pen Company)

As you would expect, businesses are also pretty good at creating brand content, even if too many tend to over-do it a bit — old habits die hard!

Check out the repository of any online press release service or look at an advertising agency’s blog and you’ll understand what I’m talking about: many companies talk about themselves all the time!

There’s a place for brand content, of course, but it’s best to limit things to no more than, say, 20 per cent of your total content output otherwise it can become a bit tedious for the audience.

Here are two big opportunities for brands and individuals

Using the ‘Content Buckets’ model as a guide, I see there are two areas that personal (and business) brands can leverage today in order to get the edge on their competitors. They are:

1. Leadership content

First-class LEADERSHIP CONTENT has the power to not only differentiate your business or personal brand in the marketplace, but also significantly build visibility, credibility and reputation.

This is the content that people share and talk about. Oh, and it’s potentially best developed and created through a PR lens versus a marketing one. THINK: Editorial vs promotional.

Here are some examples:

• Seth Godin

• Sarah Walker-Smith

• Chris Do

• Joanna Penn

• Wes Kao— I love her article on a “spiky point of view”

• David Hieatt

A lot of the content Seth, Sarah, Chris, Joanna, Wes and David produce is thought provoking; they have the ability to change the way we think through their insights and ideas and stories.

2. Human content

Let’s face it, we do business with people, not logos. HUMAN CONTENT is the missing link in the content armoury of many businesses, big, small … even micro.

This is unfortunate because it can often be the most powerful content we produce!

Personal stories

Active content creators on LinkedIn, for example, will often tell you the personal stories they publish on the platform get the best engagement and reach.Why?Because we relate to them.

Ditto, the use of selfies on social media generally. On-the-job photos showing people in-situ also work well. Again, because they’re relatable.

Telling personal stories - whether written, on video or in a podcast - will help you cut through the clutter and resonate with your message.

Delve deep into the reservoir of your experience: what lessons have you learned along the way that might strike a chord with your audience?

Here are two examples …

Top marketing and business blogger and author, Mark Schaefer, knows this well. Check out these examples of human stories Mark has written.

Mark Masters, founder of You Are The Media, has also perfected the art of human content through his newsletter/blog articles.

Humanising businesses is a thing.

It builds trust, and trust is the social currency of today’s connected economy. Plus it’s a great way to different your brand from all the others in the marketplace.

I hope you’ve found this Content Buckets framework of value; hopefully it freshens up the the way you look at the content you produce!

Onwards!

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TREVOR YOUNG | PR WARRIOR

I help business owners become clear and confident in how they leverage PR, content and digital communications to build their brand and grow revenue.

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