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Content strategy guide
Random posting produces random results. This guide covers how to choose your content pillars, build a hook bank and calendar, connect content to lead magnets, and repurpose one recording across every platform.
A content strategy for a local business is a written plan for what to publish, where, how often, and why. It includes three to five content pillars, a bank of hooks and topics, a calendar, the lead magnets and comment keywords that turn viewers into leads, and a repurposing process that turns each recording into content for every platform.
By Harrison Smith, founder of Evolution Media Group. Updated November 2026. About 4 minutes to read.
Most owners who post inconsistently do not lack ideas or effort. They lack a plan. When the plan lives in your head, it stops when you get busy. Written down, it keeps running.
Chapter 1
Short answer: content pillars are the three to five topics you want to be known for. Choose them from the questions buyers ask and the reasons they choose you.
Every post should map to a pillar. If it does not, skip it.
Chapter 2
Short answer: a hook bank is a running list of opening lines and topics, so you never sit down to film without knowing what to say.
Write hooks as you hear questions on calls and jobs. Group them by pillar. Before each filming session, pick the hooks for the month and outline each video in three points.
Free hook generator with templates by industry and style.
Chapter 3
Short answer: plan 90 days at a time, batch filming into one session a month, and schedule posts in advance so publishing never depends on a busy week.
Chapter 4
Short answer: content earns attention, and lead magnets and comment keywords turn it into contacts. Each pillar should point to a matching magnet.
For example, a cost video points to a cost guide with the comment keyword PRICE. A comparison video points to a checklist. Build five or six core magnets and reuse them as the call to action across all content.
Chapter 5
Short answer: record long-form video, then cut clips, write a blog post from the transcript, pull quotes for graphics, and share it in email and on your Google profile.
Each platform needs its own shape: vertical captions for short video, chapters for YouTube, headings for blogs. See how we run it in content distribution.
Chapter 6
Short answer: review monthly which topics got watched and which produced conversations, leads, and booked calls, then make more of what works.
Track views and engagement by pillar, comment keyword leads, website visits from content, and leads that mention your content. The strategy improves every month you measure it.
This guide is part of The Local Business Marketing Playbook, our complete guide to digital marketing and media for local businesses.
Pillars, a hook bank, a 90-day calendar, and lead magnets. $997 one time.
Questions
Three to five. Fewer keeps you focused and makes your business easier to remember.
Ninety days is a good planning window, with a monthly review to adjust.
You can learn from them, but copied content does not build your reputation. Use your own questions, projects, and opinions.
Batch film once a month and schedule ahead, or hand production to a team so the plan keeps running.
Our Content Strategy build is $997 one time, or included with the Network package. See content strategy.
Book a free call. We will show you what your pillars, hooks, and first 90 days could look like.