If you’ve ever opened your social media app and found yourself staring blankly at the screen, unsure of what to post or share, you’re not alone! Many business owners feel overwhelmed by social media, unsure how to showcase their brand or services in a way that attracts attention and builds trust. That’s where we come in!

At Next Chapter Social, we love simplifying the process by teaching you how to use buckets—a strategy that organizes your content into clear, manageable categories. Today, we’re focusing on the work bucket—arguably the most important one for growing your brand.

What’s the Work Bucket?

In simple terms, your work bucket is where you show off what you do! It’s where your audience gets to learn about your business, your services, and why they should care. To do this effectively, there are four key questions every business owner must answer:

1. What do you do?
2. Why is it important, or how are you different from the competition?
3. Who do you do it for?
4. How can people work with you?

Whether you’re a business brand or a personal brand, answering these questions gives your audience a clear understanding of what you offer and how they can engage with you.

Personal vs. Business Brands: What’s the Difference?

Let’s break this down:

• A business brand is something you create that operates under a different name than your own. Think of it as something that could eventually run without you. Examples include a boutique shop, a consulting agency, or an online store.
• A personal brand, on the other hand, is centered around you. It’s your expertise and personality that drive the brand. If you’re a realtor, hairstylist, or coach, this is likely you. Your clients connect with you as the brand, not just a business name.

Both types of brands need to have a strong Work bucket, but how you fill that bucket can look different. For a personal brand, it’s about showcasing your skills and personality. For business brands, you may focus more on the team, services, or products that make the business thrive.

Why is the Work Bucket So Important?

Your Work bucket answers the essential question every potential client has: “What do you do, and why should I care?”

This is the area where you need to clearly communicate your services or products, highlight what makes you stand out, and let people know how to work with you. For example, if you're a photographer, you might want to show off your unique style and explain how your process makes clients feel comfortable. If you run a boutique, highlight the brands you carry and what makes your store unique in the marketplace.

By answering these questions regularly, you make it easier for people to engage with you, refer you to others, or take that next step and become your customer!

Examples of a Work Bucket in Action

Let's say you’re a real estate agent. Your Work bucket should include posts that explain:

• What you do (Help clients buy and sell homes).
• Why it matters: You provide local expertise and guide them through the stressful process with ease.
• Who you do it for (First-time home buyers, families looking to upgrade, or anyone moving to a new city).
• How people can work with you (By booking a consultation, visiting your website, or attending an open house).

If you're managing a personal brand, your Work bucket might focus on your specific skill set or services. For example, if you’re a stylist, it could include posts that show off your work and expertise, share tips on how to style certain outfits, and provide information on how potential clients can book a session with you.

How to Balance Your Buckets

It’s important to have a well-rounded content strategy, which is why we recommend balancing your Work bucket with your other essential buckets: Value and People. While your Work bucket focuses on the services or products you offer, the Value bucket provides your audience with insights, tips, and content that helps them solve problems. The People bucket adds personality to your feed by introducing the people behind the brand, whether that’s your team or you as a business owner.

Wrapping up

By focusing on your Work bucket and ensuring you're answering those four essential questions, you’ll build a clear, compelling social media presence that drives engagement and growth. Ready to learn more? Check out our other classes and group coaching programs that dive deeper into social media strategy and content planning.