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Web Development

LOCATION
Remote

Salary
Negotiable

Begin with the conversion, not the content

Before you open Canva or brief a creator, define the single conversion the campaign exists to drive. Newsletter signups? Demo requests? First purchase? App installs?

Lock three things:

  • Primary conversion 

  • Guardrail metric

  • Time-bound objective

Everything else, creative, channels, budget, lines up behind that.

The phase of Offer–Audience–Channel beats clever creative

Creative can only amplify what already resonates. Build the foundation:

Offer clarity

  • Lead magnets: checklists, calculators, templates, mini-courses.

  • Commerce: bundles, first-purchase incentives, risk reversal.

  • B2B: time savings, revenue impact, or risk reduction with specificity.


Audience definition

  • Pain points, triggers, category entry points.

  • Intent bands: cold, warm, hot.

  • Social context: what they do on each platform and why they’re there.

Channel selection

  • TikTok/IG Reels for discovery and demonstrations.

  • LinkedIn for professional proof and thought leadership.

  • YouTube for depth, comparisons, and high-intent searches.

  • X for timely conversation and POV-driven content.

Architect a campaign spine

Think of a campaign as a spine with five vertebrae:

  • Hook — the first 2–3 seconds that earns the next 10.

  • Value — teach, show, or entertain with utility.

  • Proof — numbers, demos, testimonials, or recognizable logos.

  • Offer — the reason to act now; make it concrete and easy.

  • Next step — frictionless CTA tied to a message-matched landing page.

When the spine is strong, you can adapt formats endlessly: short video, carousel, UGC, live, Stories, long-form.

Make content that stops the scroll (and keeps the promise)

Hooks that work

  • Outcome-first: “Cut onboarding time in half—here’s the 3-step play.”

  • Pattern break: unexpected visual, bold stat, or hot take.

  • Problem mirror: “If your ad CPC jumped 40% this quarter, watch this.”

Narrative structures that convert

  • Problem → Agitation → Solution → Proof → CTA.

  • “Show, don’t tell” demos: before/after, side-by-side, timed challenges.

  • Objection handling in the content: price, complexity, timing.

Creative craft

  • Front-load value in the first 3 seconds; visual clarity beats heavy effects.

  • Captions/subtitles always; most mobile viewing is muted.

  • One CTA per asset; repetition in voiceover, on-screen text, end card.