Digital channel marketing is going through a disruption, and not just because people are tired of content - in fact I argue the opposite. They are tired of seeing the same thing on multiple channels. Tweaking copy for twitter, emails, podcasts, brochures... a dizzying amount of content that must land with each audience. The catch? The audience preference and taste shifts with every channel.

Knowing the common threads and weaving the connective story lines is not an easy task. But, if you break down the basics and put your customer first the process becomes easier. Below are two of my favorite examples we created at MicroStrategy. The first is for our social channels, top-of-funnel, taking advantage of trending topics. The second is a product release video. The connected styles, tones and stories were part of a much broader campaign.