Sample only. Keelstone is a fictional insurance group made for practice. No real policies, prices, agents, customers or results. Everything here can change.

Direction A · Answer-first content engine

One Question,
Four Brands

A multi-brand organic plan for a fictional insurance group. Every week, one real customer question becomes one YouTube video, then gets cut into Shorts, Reels, carousels and LinkedIn posts for all four brands.

Four brands, four voices

Each brand keeps its own audience, voice and goal, but they share one creative team and one weekly shoot.

Keelstone Group

Audience: Agency partners, carriers, future agents
Voice: Steady, expert, plain-spoken
Main: LinkedIn, YouTube
Goal: Trust + recruiting

Keelstone Home & Auto

Audience: Homeowners, renters, drivers
Voice: Friendly neighbour, practical
Main: Facebook, Instagram
Goal: Quote requests

Keelstone Life

Audience: Parents, couples, pre-retirees
Voice: Warm, calm, never pushy
Main: Facebook, YouTube
Goal: Booked consultations

Keelstone Business

Audience: Small business owners
Voice: Direct, owner-to-owner
Main: LinkedIn, Instagram
Goal: Quote requests

One shoot, a week of posts

Your team films one 6-8 minute YouTube answer. I direct the cuts so each brand gets content in its own voice, on the platforms its audience uses.

This week's question"Does my policy cover a burst pipe?"From comments, DMs and sales calls

→

GroupFull YouTube video + LinkedIn post: "The 5 questions our agents hear most"

Home & Auto2 Shorts/Reels + Facebook post: the 30-second answer

LifeStory poll + Facebook post: "What would your family need first?"

BusinessLinkedIn carousel: "Burst pipe in your shop: what owners should check"

YouTube, Shorts and carousels

Mockups only. The Shorts play in your browser to show pacing: hook, answer, proof, one ask.

Answered

Does home insurance cover a burst pipe?

7:12

YouTube main videoHook in the title, a person in the thumbnail · Keelstone Home & Auto

Hook · 0-3s

Your pipe just burst. Are you covered?

The short answer

Sudden bursts: often yes.

Slow leaks: often no.

Do this first

Shut the water. Take photos.

Ask · 10-12s

Full answer on YouTube.

Watch the full video

Keelstone Home & Auto

Short / Reel cut 1The 30-second answer, cut from the main video

1/3

Owners ask us

Burst pipe in your shop: 3 things to check

Swipe →

2/3

Check 1

Is water damage in your property cover?

Swipe →

3/3

Check 2

Does your plan pay for lost business days?

Save this

Keelstone Business

Instagram / LinkedIn carouselSame topic, an owner-to-owner angle

Hook · 0-3s

One question every parent skips.

The question

If I couldn't work tomorrow…

The answer

What would my family need first?

Ask · 10-12s

Talk it through with us.

Book a free call

Keelstone Life

Short / Reel for LifeCalm and warm, no hard sell

LinkedIn and Facebook

LinkedIn speaks to partners and business owners. Facebook speaks to families and drivers.

Keelstone GroupCompany page · 2h

Our agents hear the same five water-damage questions every week. We turned them into one 7-minute video. Which one do your clients ask most? 👇

The 5 questions our agents hear most

New on our YouTube channel

LikeCommentRepostSend

LinkedIn: Keelstone GroupAuthority + a question to start comments

Keelstone Home & AutoFacebook Page · 3h

Quick one for homeowners 🏠 A pipe bursts at 2 a.m. Before you call anyone: shut off the water, take photos, and move what you can. What would you grab first? Tell us below.

Burst pipe? Do these 3 things first.

Full answer in our latest video

LikeCommentShare

Facebook: Keelstone Home & AutoPractical, friendly, starts a conversation

Monthly calendar

4 weekly questions per month. Your team shoots on Monday; I schedule the week by Wednesday.

Week	Question	Group	Home & Auto	Life	Business
Week 1	Does my policy cover a burst pipe?	YouTube video, LinkedIn post	2 Reels/Shorts, FB post	Story poll, FB post	LinkedIn carousel
Week 2	Why did my premium go up?	YouTube video, LinkedIn post	2 Reels/Shorts, FB post	FB explainer	LinkedIn post, IG Reel
Week 3	How much life cover do I need?	LinkedIn post	FB post	YouTube video, 2 Reels/Shorts	IG carousel
Week 4	What does a small business policy include?	Agent recruiting post	Story Q&A	FB post	YouTube video, LinkedIn carousel

Creative brief for the video team

What I'd hand your editors and AI specialists before each shoot, so feedback is about the goal, not taste.

GoalAnswer "Does my policy cover a burst pipe?" in under 8 minutes, so viewers trust us enough to ask for a review.

Hook (first 5 seconds)Agent on camera: "Your pipe just burst. Here's what's covered, and what usually isn't."

Must include

Sudden vs slow damage
3 steps to take first
"Coverage varies by policy" line

Cuts needed

30s Short: the short answer
30s Short: the 3 steps
Vertical clip for a Life Story
3 stills for the carousel

LookBrand colour lower-thirds, captions on every cut, no stock "handshake" shots.

Feedback roundOne written review against this brief within 24 hours, then the final.

Community and engagement

Growth comes from answering people, not just posting.

Reply within 24 hoursEvery comment and DM on all four brands. Questions about a policy or a quote go to a licensed agent.

Questions become contentI keep a running list of the questions people ask. The best ones become next month's videos.

Pin and reply on videoPin the best question under each video and answer it with a short reply video.

Weekly report layout

Filled in every week from Meta Business Suite, YouTube Studio and LinkedIn analytics. Numbers are left blank on purpose. A monthly report adds trends and next month's plan.

Metric	Group	Home & Auto	Life	Business	Why it matters
Reach	—	—	—	—	Are new people seeing us?
Engagement rate	—	—	—	—	(Reactions + comments + shares + saves) ÷ reach
Click-through rate	—	—	—	—	Clicks to the quote or booking page ÷ impressions
Follower growth	—	—	—	—	Net new followers, per platform
YouTube avg. view duration	—	—	—	—	Do people watch the answer, or leave?
Quote / booking requests from social	—	—	—	—	From UTM links + the CRM
Comments + DMs answered within 24h	—	—	—	—	Community health, and leads not missed

Each report ends with 3 lines per brand: what worked, what didn't, what we change next week.

What I'd test first

Each test changes one thing, so the result tells us what to do next.

Thumbnail testYouTube Test & Compare: agent face vs text-only thumbnail on the same video.

Hook testSame Short, 2 opening lines. Keep the one with the best 3-second hold.

Length test4-minute vs 8-minute answers for 4 weeks. Watch average view duration and clicks.

Compliance check before posting

No promises of savings, approval or a set price ("save 40%", "guaranteed approval") unless your compliance team approves the exact wording.
"Coverage varies by policy and state" (or your approved line) on any post that explains what a policy covers.
Agent names on camera match their licence, with licence details where your rules require them.
No customer stories, names or claim details without written permission. Composite or acted scenes are labelled.
Quote and policy questions in comments go to a licensed agent by DM. We never ask for policy numbers or personal details in public replies.
Every post with a coverage claim gets a sign-off from a licensed team member before it is scheduled.

A starting checklist only. I'd swap in your own compliance rules and approval steps in week 1.