Walk me through how you would build a monthly content calendar for a mid-sized B2B brand that needs increased consideration and lead generation. Describe platform-specific strategies for Instagram, LinkedIn, and YouTube (formats, cadence, hooks), how you map themes to business goals, and how you plan testing and measurement.

My first step is a monthly theme tied to a business goal — for example, “Customer ROI” to drive consideration and demo requests. I map week-by-week pillars: proof (case studies), education (how-tos), trust (testimonials), and conversion (product walkthrough). Platform cadence: LinkedIn — 3 posts/week (one long-form article, one carousel case study, one thought-leader post) with hooks like “How X cut costs by 35%”; Instagram — 4 posts/week (2 Reels: 30–45s tips, 1 client-win post, Stories daily for polls/Q&A) with snackable hooks and CTAs to resources; YouTube — 2 videos/month (one 8–10 minute case study, one 3–5 minute explainer) plus Shorts from clips. I plan A/B tests for thumbnails, hooks, and CTAs, track impressions, engagement rate, CTR to gated content, MQLs and CPL. Weekly dashboard and a biweekly experiment review let me iterate — target: +30% MQLs and -20% CPL in one quarter.