Sunny Skies — Content Plan

The Content Strategy

4 posts that build trust.
1 post that asks for the sale.

Every week follows the same formula. Monday through Thursday you give the audience real value - education, craft, proof, and personality. By Friday, when you put the phone number in front of them, they already trust you. That trust is the only thing that turns a scroll into a call.

4 Value · 1 CTA

Weekly Post Types — What Goes Up Each Day

Monday

Educate

"Here's what was hiding under there..."

Foreman narration over decking reveal footage

Reel

"This is why we use [shingle brand] over the cheap stuff"

Owner talking head at office or tailgate

Reel

"What to check after a Michigan hailstorm"

3-tip carousel from product samples

Carousel

Tuesday

Craft

Full roof — 30 seconds. Watch the whole thing.

Timelapse rig output from install day

Reel

Underlayment done right — here's what that looks like

B-roll of flashing and underlayment detail

Reel

Budget shingle vs. premium — side by side

Product display shot from brand day

Static

Wednesday

Proof

Before + after. Same house. Two weeks apart.

Drone before (install morning) + drone after (brand day)

Reel

"I wasn't sure what to expect..." - [homeowner name]

Homeowner interview soundbite, front porch

Reel

Finished job. Clean yard. New roof. Done.

Street hero shot — thumbnail quality

Static

Thursday

Culture

"This is who shows up at 7am."

Crew arrival clip — trucks pulling in, energy

Reel

Meet [crew member name] — [X] years on the crew

Individual team intro clips from brand day

Reel

25 jobs a week. Here's what that looks like.

Truck fleet + warehouse B-roll

Static

Friday

Call to Action

Finished drone reveal + "Free estimate — call today" text overlay

Best aerial from brand day + phone number

Reel

Storm came through last week. Don't wait. [phone number]

Storm season rapid-response version

Story

We're booking [month]. Spots go fast in spring.

Urgency post — booking calendar close-out

Static

Month View — 2 Shoot Days = 20 Posts

Week

Mon · Educate

Tue · Craft

Wed · Proof

Thu · Culture

Fri · CTA

Week 1

Install Day

Educate

Foreman narration — "here's what today's install involves"

Craft

Timelapse — full roof in 30 seconds

Proof

Drone before shot — establishing the project

Culture

Crew arrival energy clip

CTA

Tear-off reveal + "don't wait on a damaged roof" hook

Week 2

Install Day

Educate

Decking reveal — "this is what was hiding under there"

Craft

Underlayment + flashing detail — the work behind the finish

Proof

Homeowner testimonial soundbite from brand day

Culture

Meet the crew — individual 15-sec intro clips

CTA

Before/after drone reveal + free estimate offer

Week 3

Brand Day

Educate

Owner talking head — "why we use [brand] over cheaper alternatives"

Craft

Shingle sample display — texture, colors, premium vs. budget

Proof

Full homeowner interview feature — 60-90 sec

Culture

Truck fleet + warehouse — "this is what 25 jobs a week looks like"

CTA

Finished aerial + booking urgency — spring schedule filling fast

Week 4

Brand Day

Educate

Owner talking head — "what to look for after a Michigan hailstorm"

Craft

Material beauty shots — close-up nail gun, shingle texture

Proof

Street hero shot — clean finished house, neighborhood context

Culture

Second crew intro — faces behind the brand, build trust

CTA

Storm season rapid response — "we're booking this week"

Why the timelapse always wins

It compresses a full day of skilled work into 30 seconds. The viewer watches a beat-up roof become a finished product in the time it takes to read a caption. That's the most persuasive thing you can show a homeowner sitting on a fence.

Friday CTAs that actually convert

Don't just post the phone number. Pair it with the week's best footage - usually the drone reveal or a testimonial clip. The visual carries trust from earlier in the week and the CTA is the last line of a story, not a cold ask.

Storm season sprint mode

When a big storm rolls through, 2 shoot days can be turned into content within 48 hours. Install day same-day, brand day within the week. That rapid-response window is when competitors go quiet and your feed goes loud.

Sunny Skies Roofing