Content Strategy Moving Targets Marketing

Joseph J. Schipsi, Inc.

The following pages outline 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.

Business Features

These post are the core of your content strategy. Here we will highlight specific services (insurance plans) that you offer by linking the posts back to your website. This will help to offer the fans the different types of insurance you offer as well as giving them a resource to learn more.

Insurances in the News (articles)

We want to share useful insurance information that informs your audience about current events/facts and presents your agency as resourceful that you know to point your fans in the right direction.

Tip of the Week

Each week we can provide your fans an insurance tip for a "the more you know" type deal. This way we're not always trying to sale your fans on a plan but they still feel that they are benefiting from your business, even if it is a little fun fact or important tip.


Our aim is to position Joseph J. Schipsi, Inc. as a trustworthy place for people rely on when it comes to choosing the right insurance agency. But being informative alone won't totally accomplish that goal; we need to highlight your shop's strong commitment to your customers that allow you to instill total satisfaction.

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 office, agents, and atmosphere is really like and priming them for a consistent in-person experience. We will be retweeting updates in the insurance industry and positive mentions about the agency by users on Twitter.


We will design boards based on interests your ideal customer and someone interested in finding more out about a specific insurance plan. Examples of boards would be geared around life insurance, home insurance, car insurance, motorcycle insurance, boat insurance, etc.


Since Instagram is image heavy, our main focus will be to post images of what life is like in the office and the types of insurance your agency focuses on. This will attract new customers while giving them an idea of what to expect when they come in to work with you or why they should choose you over another insurance agency. However, we will need photos sent to us on a weekly/monthly basis in order to post to Instagram.

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