Riyan runs paid media across Meta, Google, LinkedIn, TikTok, and programmatic. Deep focus on creative testing, CAC payback, and media mix modeling — every account ships to clear unit economics.
Recent articles by Riyan
Instagram Reels: The Three Tempo Patterns That Convert
After analyzing 500+ Reels, here are the editing tempos that reliably drive higher watch time and saves.
The Video Library Every Brand Should Build in Year One
The foundational video assets we help every brand produce in their first 12 months — ranked by ROI.
The Attribution Model We Actually Trust
Why we use a blend of data-driven attribution and post-purchase surveys — and why neither alone is enough.
The Landing Page Mistakes That Kill Paid Campaigns
Why paid traffic is the harshest test of landing page quality — and the five mistakes that sabotage campaigns.
Motion Graphics That Earn Their Budget (And The Kind That Don't)
The category of motion work that reliably pays back — and the category that's pure vanity.
The Brief-to-Draft Ratio That Separates Good Content Ops from Bad
If your content briefs are shorter than your drafts, you're not briefing. Here's the bar we hold ourselves to.
The Mobile-Specific Tests That Win 80% of the Time
Three mobile CRO tests that reliably produce lift across industries.
The Review Generation System We Deploy for Local Businesses
How to earn 50+ new reviews per month without feeling spammy — and without violating platform terms.
Core Web Vitals Won't Save Bad Content (But They Can Break Good Content)
The pragmatic take on Core Web Vitals: they're not a ranking rocket fuel, but a site that fails them can't win.
The Accessibility Checklist That Catches 80% of Issues
The high-leverage accessibility checks that eliminate most issues without hiring a specialist.
The MarTech Audit Template We Run Before Recommending a Single Tool
How to audit an existing martech stack so you know what to keep, kill, or consolidate — before anyone suggests a new tool.
Geo-Modifier Content: How to Write Location Pages Google Loves
The writing pattern we use on location pages that reliably ranks without getting flagged for thin content.
Ghostwriting for Founders: The 20-Minute-a-Week Model
How we ghostwrite for busy founders using a 20-minute weekly async check-in — no drafts emailed back and forth.
Merchandising on the Homepage: Category vs Product Hero
The eternal ecommerce debate settled with data: when to lead with categories vs products.
Product Page Elements Ranked by Conversion Impact
The specific PDP elements that move conversion — ranked by actual test data.
The Content Distribution Mistake 90% of Marketers Make
Publishing isn't distribution. Here's what most teams skip — and the distribution ratio that actually works.
Why We Build With Server Components on Every New Site
The performance and DX wins of Next.js Server Components for marketing sites.
The Pre-Production Doc That Saves Every Shoot
The one-page pre-pro doc we use for every shoot that eliminates 90% of day-of friction.
Canonical Tags: 5 Mistakes That Tank Rankings
Canonicals are supposed to prevent duplicate content. Here's how most teams accidentally break them.
Meta's Advantage+ Changed the Game. Here's How We Structure Campaigns in 2026.
Our current Meta campaign structure for DTC and lead gen — consolidation, creative, and what we've stopped doing.
Form Abandonment: The Field That Kills Completions
The specific form fields that drive the most abandonment — and what to do about them.
The CDP Question: When You Actually Need One
CDPs are oversold. Here's the clear criteria for whether your business actually needs one.
The Black Friday Prep Calendar: 90 Days Out
The phased plan we run 90 days out from Black Friday — the shops that start in October always lose.
The Two-Hour Weekly Writing Habit That Actually Ships
A writing routine that produces consistent output without requiring superhuman discipline.
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