Content Pillars
Purpose: The five recurring themes all Summit content maps back to. Jenna uses these to plan the monthly calendar (Google Business Profile posts, email, website updates) and to brief the agency so paid and organic content tell the same story. If a content idea doesn't fit a pillar, it either becomes a new pillar decision for Jenna and Dave, or it doesn't get made.
Why pillars
With Jenna part-time and the agency handling ad production, content decisions need to be fast and repeatable. Pillars mean nobody stares at a blank page: every week's content is a fresh angle on a theme we already know works for our customers, drawn from Buyer Pain Points and Buying Triggers.
The five pillars
1. Know your home
Plain-language education: how roofs age, what hail damage actually looks like, when a repair beats a replacement, what soffit does. Positions Summit as the company that explains instead of sells.
- Example angles: "What a 20-year-old shingle roof looks like from the ground." "Three gutter problems you can spot from the driveway."
- Rule: education content never ends in fear. It ends in "here's what to watch, and we're happy to look."
2. How Summit works
Process transparency: what happens after you call, what a site visit involves, why estimates take up to 3 business days, how remodel progress billing works (30% deposit, progress payments, final 10% at walkthrough).
- Example angles: "What to expect from a Summit estimate visit." "How our 24/7 emergency line actually works, including the $450 dispatch fee and how it gets credited."
- Rule: always concrete. Real steps, real timeframes, ranges instead of firm prices.
3. Storm and emergency readiness
Seasonal preparedness and calm response guidance. Heaviest before and during storm season.
- Example angles: "Before the storm: a 10-minute exterior walk-around." "Tree hit the roof? Here's the order to do things in."
- Rule: this pillar is the highest fear-mongering risk. Every draft gets an extra pass against Messaging Rules. We prepare people; we never frighten them.
4. Local presence
Summit as a Riverton-area company: crews in Riverton, Fairview, and Lakeside, service into Cedar Falls and surrounding towns, partnerships with local realtors and insurance agents, community involvement.
- Example angles: "Now scheduling in Cedar Falls." Crew and project features (anonymized properties, CompanyCam photos with homeowner permission).
- Rule: no customer names ever, per Case Study Framework. Places yes, people no.
5. Work worth showing
Before-and-after project content: roof replacements, exterior restorations, kitchen and bath remodels. Photos come from CompanyCam; Pete's crews shoot them, Jenna selects.
- Example angles: Before/after carousels, "anatomy of a remodel" sequences, material spotlights (architectural shingle vs. standing-seam metal).
- Rule: real Summit work only, with permission, anonymized. No stock photos passed off as our jobs.
Monthly mix
| Pillar | Share of monthly content |
|---|---|
| Know your home | ~25% |
| How Summit works | ~20% |
| Storm and emergency readiness | ~15% (more in season) |
| Local presence | ~15% |
| Work worth showing | ~25% |
Jenna adjusts seasonally: storm readiness climbs in spring and summer, remodel content climbs in winter when homeowners plan interior projects.
Agency note
The agency's ad creative must map to a pillar and say which one in the brief. Ads pull hardest from "How Summit works" and "Work worth showing" because they carry proof. See Paid Ad Messaging for the ad-specific rules layered on top.
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