by Gail Mercer-MacKay | B2B marketing, Storytelling
Who doesn’t love a good story? It’s how we relate and engage with the people and the world around us. So it stands to reason that “story” is also a great method for marketers to use to connect with their audience. Are you using an outside-in approach? In the... 
by Caitlin Toonders | Blogging, Storytelling
People want to do business with companies that know their stuff. In the digital age, that means having an online presence that shows potential customers what makes you unique. Why are you a specialist in your industry? What do you do better than anyone else, and how... 
by Gail Mercer-MacKay | Content marketing, Storytelling
Case studies remain one of the top B2B content marketing tactics. In fact, CMI research shows that 82 percent of B2B organizations are using case studies as part of their content marketing strategy, with 65 percent rating case studies as an effective form of content.... 
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... 
by Gail Mercer-MacKay | Creativity, Storytelling
We’re all looking for that “Aha!” moment; that spark of genius that presents itself as an original, creative solution to a problem. Great ideas: how do we get them and where can we find more? Many of us turn to brainstorming for inspiration. Where did this concept of...
