If you run a B2B business in Alberta and feel like your content marketing is all over the place, you’re not alone. One week you’re posting a project photo, the next you’re scrambling for a caption, and somewhere in there you’re trying to figure out if any of it is actually helping your business grow.
This is where a real content strategy comes in.
A content strategy is more than just a calendar of ideas. It’s a framework that helps your business show up consistently, say something that matters, and move your audience closer to action. Without a clear plan, even good content can feel disconnected, and your team ends up in a cycle of doing without direction.
What should a content strategy include?
- Clear goals Know what you’re trying to achieve. Are you building awareness? Trying to support your sales team? Attracting talent? Launching a new offering? The answer should shape everything else.
- Defined audience You’re not talking to everyone. You’re talking to the people who make buying decisions, use your service, or influence your contracts. Know who they are and what they care about.
- Content pillars These are the big themes your content will revolve around. Think company culture, project highlights, industry insights, community involvement, or product education. Content pillars help ensure variety without losing consistency.
- Formats and channels Decide how and where you’re showing up. LinkedIn, blog, newsletter, video, podcast: Pick what makes sense for your audience and your capacity. There’s no one-size-fits-all. For B2B, it’s often about educating and earning trust.
- Tone and brand voice Your content should sound like you. Not like a template. Not like a corporate brochure. Like your team. That’s what people connect with. Whether you’re bold and quirky or calm and polished, consistency matters.
- Production process Figure out who’s responsible for what. Who’s creating the content? Who’s reviewing it? How often are you posting? What platforms are you focusing on first? Without a workflow, even the best ideas sit untouched.
- Performance tracking Track results, not just likes. Focus on metrics that align with your goals—website traffic, form fills, replies, shares, time on page, email engagement, or lead generation. Reviewing this monthly can change the game.
A good strategy also includes room to adjust. Your goals will shift. Your audience may grow. Your offerings might change. So should your content.
At Grey Street Media, we work with Alberta businesses to build content strategies that actually make sense for their team, audience, and industry. Whether you’re in oil and gas, manufacturing, finance, or something totally different, we help turn good ideas into content that drives results. And we don’t just hand over a strategy and disappear. We help you bring it to life.
Ready to build a smarter content strategy? Let’s talk.
