by Gail Mercer-MacKay | Lead Generation, Microsoft Partners
When you invest in digital marketing, you’ll want to know the ROI to determine if your investment was a sound one. It used to be simple. Go to a trade show. Scan 500 people at your booth and follow up over the next 12 months to see how many of them turned into... 
by Gail Mercer-MacKay | B2B marketing, Thought Leadership
If I told you that there was a marketing technique that had the power to convert 40% of your content readers into leads, would you use it? (That’s a rhetorical question – of course you would.) The good news is that this technique already exists, and it’s called... 
by Gail Mercer-MacKay | Content
I have to admit, the top thing I have learned about content marketing came out of my own vanity. For as many years that I have been writing, I still find it exhilarating to see my work published, whether it be a drip e-mail campaign, thought leadership piece or an... 
by Gail Mercer-MacKay | Storytelling, Thought Leadership
At Mercer-MacKay, we do a lot of writing for technology companies. For the most part, these companies come to us for help in crafting content that will rise above the noise – content that will tell their story and help them stand out in a crowded digital world. This... 
by Gail Mercer-MacKay | Creativity, Storytelling
The hero’s journey and the fairy tale framework are known strategies for writing compelling books; but for IT companies trying to develop thought leadership assets that might attract the attention of a C-Level or line-of-business leader, how can you use this framework...
