“Don’t think, just write,” Gail told us. I was participating in the group free-fall session at Gail Mercer-MacKay’s Digital Storytelling Workshop for Microsoft Partners in the company of other marketing professionals who were eager to learn the secrets of digital storytelling and content creation.

Over an 8-week period this group was exposed to new techniques for blogging and effective story telling with the goal of capitalizing on the growing importance of content-based marketing through their own voices. Everyone has a unique voice.It is just a matter of finding a style that works, becoming comfortable with the writing process, and building the confidence to share your words.

Gail showed us how you can find your voice through free-fall. Take a starter sentence and just write, don’t think about the words on the page. Whatever direction you take is okay, because it is your voice. This is the beginning of creating content and a valuable lesson from the workshop.

Why is content-based marketing is important today?
There is new and growing demand for content. Today’s customer wants to be educated and build a relationship, rather than being sold to. Content-based marketing allows the establishment of this relationship and the Internet is the tool customers are educating themselves through. The ability to write good content, engage the audience, and broadcast through multiple platforms is key to capitalizing on this emergent force.

What does blogging have to do with it?
As I have learned, blogging is the cornerstone for online content. Having a blog, which is regularly fed, encourages return traffic, builds influence, and develops an online relationship with its audience. Blogging facilitates trust and people buy from people they trust. For all companies, a blog is a valuable asset to publish and broadcast content customers are interested in, to tell a story, to develop thought leadership, and in effect to increase leads and generate revenue.

Important Blogging Statistics for Businesses:

  • Companies that blog have 97% more inbound links
  • Companies that blog have 55% more website visitors
  • B2B companies that blog generate 67% more leads per month than those who do not
  • 57% of marketers acquired customers from blogging
  • Businesses that blog more than 20 times per month get 5 times more traffic than those that blog less than 4 times per month.

How taking the Digital Storytelling Workshop can help.
Gail’s Digital Storytelling Workshop is for any individual – marketing director, manager, coordinator or subject matter expert – committed to or responsible for creating content that will help their company engage with the audience, increase leads, and develop thought leadership.

Through the 8-week program, Gail created an interactive environment for participants to learn and practice writing and build the skills and confidence to publish and broadcast their message through a variety of platforms.

Attention spans are shrinking and to combat today’s distractions it is a matter of engaging the audience and giving them a reason to read on. Learning how to tell a story and attract an audiences’ attention is exactly what Gail’s Digital Storytelling Workshop provides.

I’ve learned an effective story can be told in less than 140 characters, the key is providing the reader with the information they are already looking for and leveraging a variety of platforms to broadcast and repurpose content. Taking advantage of content-based marketing requires first the confidence to write and share your own words.

If the Digital Storytelling workshop prepared me for anything it was the first crucial step – I found my voice. And you can too with Gail Mercer-MacKay’s Digital Storytelling Workshop.

Are you interested in attending a Digital Storytelling Workshop?

This is one of many Mercer-MacKay programs designed to start you on the blogging track. See what other programs we offer and when to you can get started.


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