Content Strategy Moving Targets Marketing

The Pit and the Peel

The following page outlines the approach we will take to posting on your social media pages. It documents the main objectives associated with each platform as well as the tone we will use when speaking as your brand.

Primary Postings

These post are the core of your content strategy. Here we will highlight photos we receive from your in-house photographers to give your fans a look into your restaurant. We want to attract them to coming back for more.

Secondary Postings

These posts will feature photos the customers have posted to Yelp or tagged your restaurant on Instagram. We will highlight a positive review in the caption left by a customer or give a shout out for coming in and ordering.

Custom Designs

Each week we can provide your fans with a post that promotes your other pages on Facebook. This will be custom designed, branded and will inform your customers where they can leave a review or follow your other social pages.


The tone for The Pit and the Peel will be welcoming and approachable appealing to the persona of a customer who enjoys juice/smoothies and breakfast/lunch foods. The purpose of your brand voice is to engage and entertain current and potential customers.

User-Generated Content

User-generated content is content (e.g., photos, videos, reviews) created by customers who use your products or services. Sharing UGC via your social networks has become a marketing game changer because it builds trust and enriches the user’s experience. Knowing that advertisements are designed to show a business’s good side, prospects tend to view UGC as more credible and unfiltered — perfect for showing what the menu and atmosphere of the restaurant is really like and priming them for a consistent in-person experience. We will be retweeting images and positive mentions about your business by users on Twitter.


We will design boards based on interests your ideal customer has. We will also have boards for coffee, juices, smoothies, tea, breakfast, lunch, etc.


Since Instagram is image heavy, our main focus will be to post images of what the products you sell are or the day to day work on site. This will attract new customers while giving them an idea of what to expect when they come in and order with you. However, we will need photos sent to us on a weekly/monthly basis in order to post to Instagram.

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