Developing a Content Marketing Strategy:
A Step-by-Step Guide

Introduction: Why a Content Strategy Matters More Than Ever

Have you ever felt like your business is constantly creating posts, ads, or brochures but not seeing much return? You’re not alone. Many Central Alberta business owners pour time into marketing without a clear plan, which leads to scattered efforts and missed opportunities.

The solution is a content marketing strategy. A framework that ensures every blog, social post, email, and ad works together to move your business forward. With fall around the corner, now is the perfect time to sharpen your approach so you’re not scrambling during the busy holiday season.

What Is a Content Marketing Strategy and Why Do You Need One?

A content marketing strategy is a step-by-step plan for how your business will use content. Blogs, videos, graphics, print materials, and more can be used to attract and engage your target audience.

Instead of random posting, a strategy helps you:

• Clarify your goals (brand awareness, lead generation, or customer retention).
  
• Consistently deliver the right message to the right people.
  
• Maximize your investment in marketing tools like printing services, custom signage, or branded apparel.
  

In short, it saves time, builds consistency, and makes your marketing measurable.

Step 1: Define Your Business Goals

Ask yourself: What do I want my content to achieve in the next 3–6 months?

Examples include:

• Driving more traffic to your website.
  
• Increasing in-store visits in Lacombe, Red Deer, or Ponoka.
  
• Promoting a seasonal product line such as corporate swag or promotional products.
  

Set SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound) to guide your content creation.

Step 2: Understand Your Audience

Content that doesn’t speak to your audience will fall flat. To prevent this:

• Identify your ideal customer — their age, interests, challenges, and where they spend time online.
  
• Use tools like surveys, website analytics, or feedback from your sales team.
  
• Consider seasonal timing. For example, parents in Central Alberta may be preparing for back-to-school in August and September, making this a great time to focus on time-saving products or services.

Step 3: Choose the Right Content Channels

You don’t need to be everywhere — you just need to be where your audience is.

Common content channels include:

• Blogs and SEO articles (like this one) to drive search visibility.
  
• Social media posts for building community engagement.
  
• Email marketing to nurture leads and customers.
  
• Print collateral such as brochures, postcards, and direct mail campaigns to reach local audiences.
  
• Custom signage and displays to stand out at events, trade shows, and storefronts.
  

Match each channel to your goals and audience habits.

Step 4: Plan Your Content Themes

Themes keep your content consistent and recognizable. Examples:

• Seasonal campaigns (fall promotions, holiday gift guides).
  
• Educational topics (how-to blogs, checklists, or guides).
  
• Community highlights (showcasing partnerships with local organizations in Lacombe or Red Deer).
  
• Product spotlights (corporate gifts, branded apparel, or laser-engraved items).
  

A content calendar helps you spread these themes throughout the year without repeating yourself.

Step 5: Create a Content Calendar

Think of your calendar as your road map. It should include:

• Post dates and deadlines.
  
• The content format (blog, video, email, print, social).
  
• The call to action (shop now, book a consultation, download a guide).
  

For example:

• August: Blog on developing a content strategy (this post).
• September: Social campaign on fall signage for storefronts.
• October: Email campaign for early holiday orders of corporate gifts.

This approach keeps your team accountable and prevents last-minute stress.

Step 6: Produce Quality Content

Quality beats quantity every time. Here are some tips:

• Write at a Grade 8–10 reading level so your audience can understand quickly.
  
• Incorporate visuals such as custom graphics, videos, or printed materials, to make your message stand out.
  
• Align everything with your brand management guidelines to build recognition.
  
• Consider professional support for design, copywriting, or video editing to free up your time.

Step 7: Promote and Distribute Your Content

Don’t let great content sit in a corner. Share it across multiple platforms:

• Post your blog on social media with engaging captions.
  
• Print QR codes on rack cards, flyers, or postcards that link back to your website.
  
• Repurpose content by turning a blog into an infographic, or a webinar into a short video series.
  

Strand360 helps businesses in Central Alberta amplify their content with services ranging from signage design to corporate swag that carries your message further.

Step 8: Measure and Adjust

No strategy is complete without measurement. Track:

• Website visits and engagement.
  
• Social media interactions.
  
• Leads or sales generated from campaigns.
  

If something isn’t working, adjust. Marketing is about learning, testing, and refining.

Final Thoughts: Start Small, Stay Consistent

Building a content marketing strategy doesn’t have to feel overwhelming. Start with one clear goal, choose a few channels, and grow from there. The key is consistency. Showing up with useful, engaging content that makes your business stand out in Alberta and across Canada.

If you’d like help building your strategy, the Strand360 team is ready to partner with you!

LET'S TALK CONTENT CREATION!
LET'S TALK CONTENT CREATION!