Content playbook
Plan content around buyer decisions
Start with a real question your buyers face, then adapt the same useful answer for LinkedIn, Facebook, YouTube and your blog.
Twelve topics. Three jobs.
Help readers recognize a problem, understand a decision and judge the evidence. These are starting ideas to adapt to your own experience.
Problem awareness
Name the expensive problem
- Your ROAS can look healthy while your margin gets worse
- The conversion event that makes a campaign look better than it is
- Why low CPL can still produce a weak sales pipeline
- The Shopify product-page leak paid traffic cannot fix by itself
Decision education
Explain how to choose the next move
- When to change the target ROAS and when to leave it alone
- Google Ads versus Meta Ads by intent, economics, and time horizon
- The three tracking checks to run before increasing budget
- How to decide whether the bottleneck is media, creative, or conversion
Proof and action
Show the evidence and invite the next step
- What a real performance snapshot can prove, and what it cannot
- A before-and-after measurement map without unsupported claims
- The first 90-day priorities for a Shopify or lead-generation account
- What to bring to a project review call
A structure to try
Build each piece around one decision
Use only evidence you can substantiate and have permission to share.
- Hook
- Name one costly, specific problem in plain language.
- Point
- Explain the decision rule or diagnostic behind it.
- Proof
- Use a source-backed snapshot, process example, or transparent limitation.
- Action
- Give one practical next step and one clear CTA.
One idea, four useful formats.
- A short explanation of one decision.
- A practical example with a clear question.
- YouTube
- A screen walkthrough or structured explanation.
- Blog
- A searchable reference with the full reasoning.
Working on paid media or creative?
Share the project and what you want to improve. We can discuss the support you need.