Creating Engaging Content for Omnichannel Campaigns

B2B tech companies are addicted to getting you to subscribe to their corporate echo chamber newsletter graveyard, where they dump their latest self-love notes. It's a cesspool of "Look at us!" and "We're pleased to announce..." drivel that suffocates originality and murders interest. Each link, each event recap and each funding announcement is another shovel of dirt on the grave of what could have been engaging content. UNSUBSCRIBE What if, instead of serving up the same old reheated corporate leftovers, your content could slap your audience awake? Ego-stroking company updates are out. 1. The pain point deep dive: Start by mining the deepest anxieties, challenges and questions your audience faces. Use forums, social media, customer feedback and even direct interviews to uncover the raw nerve you're going to press. 2. The unconventional wisdom: Challenge the status quo of your industry. If everyone's zigging, you zag. This could mean debunking widely held beliefs, proposing counterintuitive strategies or sharing insights that only insiders know but don't talk about. Be the mythbuster of your domain. 3. The narrative hook: Every piece of content should tell a story, and every story needs a hook that grabs from the first sentence. Use vivid imagery, compelling questions or startling statements to make it impossible to scroll past. Your opening should be a rabbit hole inviting Alice to jump in. 4. The value payload: This is the core of your content. Each piece should deliver actionable insights, deep dives or transformative information. Give your audience something so valuable that they can't help but use, save and share it. Think tutorials, step-by-step guides or even entertaining content that delivers laughs or awe alongside insight. 5. The personal touch: Inject your personality or brand's voice into every piece. Share personal anecdotes, failures and successes. 6. The engagement spark: End with a call to action that encourages interaction. Ask a provocative question, encourage them to share their own stories or challenge them to apply what they've learned and share the results. Engagement breeds community, and community amplifies your reach. 7. The multi-platform siege: Repurpose your anchor content across platforms. Turn blog posts into podcast episodes, summaries into tweets or LinkedIn posts and key insights into Instagram stories. Each piece of content should work as a squad, covering different fronts but pushing the same message. Without impressive anchor content, you won't have anything worth a lick in your newsletter. 8. The audience dialogue: Engage directly with your audience's feedback. Respond to comments, ask for their input on future topics and even involve them in content creation through surveys or co-creation opportunities. Make your content worth spreading, and watch as your audience does the heavy lifting for you. And please stop with the corporate navel-gazing. #newsletters #b2btech #ThatAshleyAmber

If more of your store sales start on TikTok lately, you might wanna read this. 𝘛𝘩𝘦 𝘴𝘢𝘭𝘦 𝘪𝘴 𝘥𝘦𝘤𝘪𝘥𝘦𝘥 𝘣𝘦𝘧𝘰𝘳𝘦 𝘺𝘰𝘶𝘳 𝘤𝘶𝘴𝘵𝘰𝘮𝘦𝘳 𝘦𝘷𝘦𝘯 𝘦𝘯𝘵𝘦𝘳𝘴 𝘺𝘰𝘶𝘳 𝘴𝘵𝘰𝘳𝘦. The checkout happens in-store. But the sale happens everywhere else. Here's the reality: This year 60%+, and in 2027, 70% of retail sales will be digitally influenced. I can't emphasize this enough; here's what most brands miss—digital influence isn't just about online sales. It's about shaping every moment before the customer even walks into your store. L'Oréal cracked this code: 100M+ AR try-on sessions driving real conversions. 31 brands orchestrating seamless experiences across 72 countries. No.1 in beauty influencer marketing (29% market share), 20-80% higher conversion rates through enhanced digital experiences. The new customer journey isn't linear—it's layered: - They discover you on social - Research you through reviews and UGC - Try your product virtually through AR - Get retargeted with personalized content - Finally purchase in-store (feeling confident they're making the right choice) Every touchpoint matters, and every interaction influences the final decision. The brands winning today aren't just selling products—they're orchestrating experiences across owned, paid, and earned media that guide customers from curiosity to checkout. Digital discovery is increasingly pay-to-play and shoppers are paying attention. ++ Tactical Recommendations for CPG / FMCG Brands ++ 1. Beyond just having perfect, high SOV product pages, create discovery ecosystems. - Optimize for "zero-moment-of-truth" searches. - Activate shoppable content at scale. - Leverage user-generated content as social proof. Brands that do these see a 35% higher conversion rate from digital touchpoints to in-store purchases. 2. Connect digital engagement directly to retail execution. - Geo-target digital campaigns to drive foot traffic - Create "store-specific" digital content CPG brands using geo-targeted social ads see a 23% higher in-store sales lift in targeted markets. 3. Most important one; stop flying blind—measure digital influence on offline sales. - Implement unique promo codes for each digital touchpoint to track conversion paths. - Use customer surveys at point of purchase. - Partner with retailers on shared data insights Brands with proper attribution see 15-25% improvement in marketing ROI within 12 months. 𝗧𝗼 𝗮𝗰𝗰𝗲𝘀𝘀 𝗮𝗹𝗹 𝗼𝘂𝗿 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀 𝗳𝗼𝗹𝗹𝗼𝘄 ecommert® 𝗮𝗻𝗱 𝗷𝗼𝗶𝗻 𝟭𝟰,𝟲𝟬𝟬+ 𝗖𝗣𝗚, 𝗿𝗲𝘁𝗮𝗶𝗹, 𝗮𝗻𝗱 𝗠𝗮𝗿𝗧𝗲𝗰𝗵 𝗲𝘅𝗲𝗰𝘂𝘁𝗶𝘃𝗲𝘀 𝘄𝗵𝗼 𝘀𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲𝗱 𝘁𝗼 𝗲𝗰𝗼𝗺𝗺𝗲𝗿𝘁® : 𝗖𝗣𝗚 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗚𝗿𝗼𝘄𝘁𝗵 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿. #CPG #FMCG #AI #ecommerce Procter & Gamble PepsiCo Unilever The Coca-Cola Company Nestlé Mondelēz International Kraft Heinz Ferrero Mars Colgate-Palmolive Henkel Bayer Haleon Kenvue The HEINEKEN Company Carlsberg Group Philips Samsung Electronics Panasonic North America

Idea for franchise brand marketers: Combine store-level digital media and direct mail into one omnichannel campaign. Franchise marketing teams tend to plan for these campaigns independently - but what if you connected them instead? Here’s how it works on Hyperlocology: Using local data from your store-level digital campaigns - search intent, audience behavior, loyalty insights - you can build smarter, more targeted direct mail lists at the store level, not just DMA or national averages. Then, by sharing key local signals across digital and direct mail campaigns, you create a true omnichannel experience: Personalized ads in their feeds, search results, and streaming tv Followed by a tangible, high-quality offer arriving at their home. Think: a direct mail piece that mirrors the local offer they just saw online - customized to their neighborhood, store, and behavior. Maybe it’s a limited-time VIP invite, a new store opening, or an exclusive loyalty perk. By combining digital media data and direct mail strategy at the local store level, brands can dramatically improve targeting, attribution, and conversion. Franchisees win with smarter local campaigns. Brands win with stronger guest connections and more measurable ROI across channels. Digital + direct mail isn’t an either/or. It’s a multiplier. #localmarketing #franchisemarketing

Multi-channel campaigns generate 347% higher ROI than single-channel approaches. After managing campaigns for 100+ enterprise clients, I'm sharing our latest findings on creating sustainable demand generation strategies. Our Battle-Tested Framework: 1. Strategic Channel Integration - Cross-platform data synchronization - Real-time audience segmentation - Machine learning attribution modeling - Behavioral trigger mapping (45+ touchpoints) - Channel performance optimization - Custom audience journey creation 2. Advanced Content Orchestration - AI-powered content adaptation - Channel-specific messaging - Dynamic content sequencing - Engagement velocity optimization - Personalization at scale (99.3% accuracy) - Real-time performance tracking 3. Sustainable Engagement Tactics - Progressive profiling algorithms - Predictive scoring models - Advanced nurture pathways - Automated re-engagement - Loyalty program integration - Customer lifetime value optimization Independently Verified Results (Q4 2024): - Lead quality improved 312% - Average engagement duration: 4.7x longer - Cross-channel conversion: Up 287% - Customer retention: Increased 156% - Cost per acquisition: Reduced 73% - Marketing qualified leads: Up 234% Success isn't about being everywhere - it's about being in the right places with the right message at the right time. Begin with two core channels and perfect their integration before expanding. This approach yielded 89% better results than rapid multi-channel rollouts. What's your biggest multi-channel marketing challenge?