Episode Summary: 182. Baking it Down - Content Buckets Debunked

In Episode 182 of the Baking it Down with Sugar Cookie Marketing podcast, hosts Heather and Corrie (Cory) Miracle delve deep into the concept of Content Buckets, a strategic approach to organizing and diversifying social media content for bakery business owners. This episode, released on October 15, 2024, offers actionable insights, practical examples, and valuable conclusions aimed at helping bakers enhance their online presence, engage their audience, and ultimately boost sales.

1. Introduction to Content Buckets

[00:27] Cory: "Corey wanted to talk about content buckets, which is something she's actually focused on."

Heather and Cory begin by addressing the common challenge faced by bakers: overly promotional content can lead to audience disengagement. They introduce Content Buckets as a solution to create a balanced and engaging social media strategy.

2. Understanding Content Buckets

Content Buckets are categorized themes or pillars that guide the creation and distribution of social media posts. By diversifying content types, bakers can maintain audience interest and foster deeper connections.

a. Memes

[05:26] Heather: "Yeah, One memes now within memes."

• Purpose: Lighthearted and easily digestible content that resonates with the audience.
• Example: Baking-related jokes or local humor that aligns with the bakery's brand.
• Notable Quote:
  Heather [05:27]: "It's easy to digest. There's no caption that really goes along."
  Cory [05:48]: "Memes kind of sell themselves."

b. Behind the Scenes

[07:55] Heather: "Talking."
[09:13] Heather: "They do."

• Purpose: Offers a glimpse into the daily operations, showcasing authenticity and building trust.
• Example: Photos or videos of cutter storage, dough preparation, or class setups.
• Notable Quote:
  Cory [11:26]: "For every set she's Baking, there's a cookie cutter involved. So it still adds to the story of like, hey, I'm a baker and I'm making cookies."

c. Get to Know Me

[13:46] Heather: "Yeah."
[14:33] Heather: "She's trying to bring a personal touch."

• Purpose: Humanizes the brand by sharing personal stories and moments.
• Example: Posts about family events, personal milestones, or hobbies.
• Notable Quote:
  Cory [19:00]: "To see a face behind the brand. It's easy to get mad at a logo, at a brand name, at someone you've never met."

d. Set Features

[21:52] Heather: "And that goes like how we started the whole podcast."
[23:09] Cory: "Here's what I'm Baking."

• Purpose: Highlights specific products or creations, serving as the primary sales tool.
• Example: Showcasing custom cookie sets, themed pastries, or seasonal offerings.
• Notable Quote:
  Cory [23:08]: "Here's what I made this week. The lowest hanging fruit."

e. Sales Posts

[24:03] Cory: "It's your bread and butter."
[27:05] Cory: "We separated set features, which I see a lot of bakers do like."

• Purpose: Directly promotes products, services, or upcoming events.
• Example: Announcements for classes, DIY kits, or special discounts.
• Notable Quote:
  Heather [27:30]: "Things that have an expiration date, like a class ticket. That's gonna. You're gonna have to get people in there."

f. Prompts and Polls

[30:32] Cory: "Prompt posts. You'll see that if you go to the sugar cookie marketing Facebook page."
[32:38] Heather: "It's so controversial."

• Purpose: Encourages audience interaction through questions and polls.
• Example: Engaging questions about favorite flavors, decorating preferences, or seasonal themes.
• Notable Quote:
  Cory [32:21]: *"Prompt posts, polls. They do as once everything at."

g. Giveaways

[37:07] Heather: "But when you got to group rules."
[38:22] Heather: "And things like that."

• Purpose: Incentivizes engagement and rewards loyal followers.
• Example: Free recipes, cookie samples, or exclusive merchandise giveaways.
• Notable Quote:
  Cory [38:23]: "But if you can use the money you saved from the vending money to 25%, go to an Eddie."

3. Implementing Content Buckets

a. Frequency and Distribution

Heather and Cory emphasize the importance of balancing content types based on posting frequency:

• Example Strategies:
  • Three Posts a Week: Rotate through memes, behind the scenes, and set features.
  • Two Posts a Week: Extend the content buckets over a longer period.
  • Five Posts a Week: More robust rotation ensuring all content types are regularly featured.

[17:15] Cory: "So just because the bucket's there doesn't mean you have to pull from it in order."

b. Balancing Engagement and Sales

Maintaining an 80/20 ratio ensures that 80% of posts are engaging content (memes, behind the scenes, personal stories) and 20% are direct sales. This balance prevents audience fatigue from constant promotion.

[43:39] Heather: "Everything but the sales."
[43:48] Cory: "Here's the thing."

4. Real-life Examples and Case Studies

• Cookie Room Meme:

  • [06:17] Heather: "It was like my dream layout at the moment."
  • Showcasing a humorous take on bakery spaces, relatable to local audiences.

• Behind the Scenes - Cutter Storage:

  • [09:25] Heather: "So people are like, oh, the amount of cookie cutters you have is insane."
  • Demonstrates organizational prowess and the scale of baking operations.

• Get to Know Me - Family Posts:

  • [14:21] Cory: "We have pics of your family at a pumpkin patch."
  • Personal stories that connect the audience to the baker's life.

5. Common Pitfalls and Solutions

a. Over-Promotion:

Constant sales posts can lead to decreased engagement. Diversifying content through various buckets mitigates this risk.

b. Irrelevant Content:

Posts unrelated to baking (e.g., political opinions) can alienate the audience. It's essential to keep content aligned with the business's core themes.

c. Neglecting Audience Interaction:

Engaging with comments and fostering conversations enhances visibility and rapport with followers.

[46:37] Heather: "You reply to your mom right now."

6. Upcoming Events: Vendee Blendy

Heather and Cory introduce Vendee Blendy, a one-time annual sale where vendors offer significant discounts. This event aims to drive engagement and sales through exclusive deals and giveaways.

[50:08] Cory: "Our next sponsor is Acor Backers which has rebranded to the Backers Co."
[52:36] Heather: "No catch."

• Details:
  • 24-Hour Duration: Limited-time access to discounted products.
  • Vendor Participation: Over 55 vendors offering varied products.
  • Group Dynamics: Exclusive Facebook group for participants.

Notable Quote:

Cory [56:37]: "It's a really marketing opportunity. It doubles Corey and my email list. It grows our Instagram by thousands."

7. Sponsor Highlights

The episode highlights key sponsors critical to the podcast's operations:

a. Royal Batch

• Product: Meringue powder used for icing.
• Discount: 10% off with code TWIN; 25% off during Vendee Blendy.
• Feature: Ensures high-quality, bright white icing.

[66:14] Heather: "If you want to score 10 off now, you can just use Code Twins at checkout."

b. Acor Backers (Backers Co.)

• Product: Backdrops for photography, essential for showcasing baked goods.
• Discount: 20% off with code SUGARCOOKIE; 30% off during Vendee Blendy.

[68:05] Cory: "So the backers company you still can go to aecorebackers.com it'll redirect you code sugar cookie that's 20% off."

c. Eddie the Edible Food Printer

• Product: Edible printer for personalized cookie decorations.
• Investment: Approximately $3,000 with available payment plans.
• Benefit: Enhances product customization, driving sales.

[70:02] Cory: "Eddie is expensive, but he pays for himself very quickly. It's one of those risk it for the biscuit, get paid back in dividends as long as you actually market it up."

8. Listener Engagement and Feedback

Towards the end of the episode, Heather and Cory encourage listeners to engage by:

• Submitting Questions: Via text at 571-556-5644 or through podcast messaging.
• Joining Groups: Participating in the Vendee Blendy Facebook group for exclusive content and interactions.

[48:20] Heather: "If you want to see what it looks like, I have Heather putting it up with my husband."

9. Practical Takeaways and Conclusions

• Diversify Content: Implementing Content Buckets ensures a balanced and engaging social media presence.
• Engage Authentically: Personal stories and behind-the-scenes content build genuine connections.
• Strategize Sales Promotions: Limited, well-placed sales posts maintain audience interest without overwhelming them.
• Leverage Events: Hosting events like Vendee Blendy can significantly boost engagement and sales.
• Utilize Sponsors Effectively: Collaborating with sponsors provides value to both the podcast and its listeners through exclusive deals and high-quality products.

[47:05] Cory: "It's not an overnight thing you might post. When are you putting over your Christmas tree and your mom comments tomorrow."
[47:05] Heather: "It's all about strategy, but come with patience as well."

By embracing the Content Buckets strategy, bakery business owners can enhance their social media engagement, foster a loyal community, and drive consistent sales growth. Heather and Cory's comprehensive discussion provides a roadmap for implementing these strategies effectively, ensuring that bakers can "rise with your reach" and "make that dough" in their online ventures.