Content Marketing and Writing for Business and Non-Profits

We Provide Inbound Marketing

 You Provide Leads For Sales

Your Business Grows

You’ve been here before. You’re a business owner or a corporate marketing professional, so you’ve no doubt heard of inbound marketing (also known as content marketing). Everybody says you need it. But who has the time when you’re threatened with being pulled under by 20 other equally-important priorities?

No more silos for you, where your marketing role once felt like a standalone discipline. Sales and marketing are fully integrated at your company—coining that cutesy term, Smarketingand your sales folks are leaning hard on you for more and better-qualified leads. Feels like your back’s against the wall.

And I mean, I get it: Most of the marketing advice we receive is worthless.

But inbound marketing is different.

Let me show you the exact step-by-step strategy you can use to build your business with inbound marketing FAST…

  • Even if you’re just starting out.
  • Even if you think the competition is too fierce in your industry-segment.
  • Even if you’re not sure what to write about.

Sound hard to believe?

Keep reading to learn to see for yourself.

The Truth About Inbound Marketing

Inbound marketing just might be the thing ever when it comes to converting visitors to your site into customers and promoters of your business and brand.

It’s been around since 2006 and has been heralded as a proven methodology for the digital age, which is mostly true. In contrast to tired, old outbound marketing tactics like buying old email lists, buying advertising and paying for leads, inbound marketing helps businesses generate sales leads online through the creation of remarkable content that pulls people in to interacting with your product or service. By aligning the content you publish online with your customers’ interests, inbound marketing draws people in naturally, without pushy sales tactics. In other words. some smart marketers discovered that when they were giving away information that was really useful to their audienceInbound provides opportunities to attract inbound traffic, where you’ll then convert, close and delight them over time. This inbound methodology is illustrated below by our online marketing software partner, Hubspot.*

inboundmethodologyWhat Is Inbound Marketing?

Sound good? Right, so inbound marketing is a way to bring potential customers to you, rather than having your marketing efforts fight to win their attention—kind of a variation on that throwback saying your mother always used on you: “You catch more flies with honey than you do with vinegar, dear.” 🙂 At any rate, you’ll keep sharing your awesome content so that the visitors to your site will be inspired to take the next step down the customer-buying journey and, hopefully, keep coming back for more and tell their friends about it.

Hubspot has a fancy term for this, lifecycle marketing, where you’ll use specific tools to draw these visitors into becoming committed customers and, eventually promoters of your business.

But Wait a Minute…It’s Not So Simple!

See, original, created content is the cornerstone of inbound marketing strategy. None of these great results can happen without remarkable content—content that’s built upon sound content strategy.

Content without strategy is nothing more than noise that discredits your company and brand.

That’s why it’s essential to create targeted, strategic content that answers your customers’ questions and speaks to their needs. This remarkable content, from blog articles and infographics, to ebooks, videos and webinars, is how you’ll distinguish your brand from your competition. Creation and promotion of your remarkable content is what will keep them coming back for more and the very thing they’ll share with friends!

Content is the linchpin of inbound strategy, but many businesses we know are pulling their hair out trying to keep up with their site’s rich content demands—all that’s required to keep those blog posts, ebooks, and white papers coming—all of which need to be written in your brand’s unique voice, no less!

Maybe you can relate? A lot of folks aren’t inclined to write or may not be trained to do so. Maybe you’ve wrestled with content creation? Not to mention the tactics to increase traffic and conversions on your site like email lead nurturing, social media pay-per-click advertising, search engine optimization, and retargeting.

Even if you’ve already embraced inbound marketing as a solution, maybe you just need some one-on-one support with where to take your inbound/content marketing strategy? It can all be a lot to process.

But what if there was a no-hassle way to offload your content marketing and content creation efforts so you could focus on the umpteen other things that are vying for your attention right now? What if you had a team of professional writers creating industry-specific content that’s on-brand and in your own voice? How might this impact your business and inbound marketing goals when it comes to connecting with customers and prospects?

Let’s face it: You probably have mad skills as an entrepreneur or marketing professional—no doubt—but you don’t love writing/creating content. You probably want to spend more time focused more on what you do best, which makes perfect sense. So why should you continue to be anxious about your content strategy or your site’s rich content demands?

Let's keep it simple:

  • We’ll provide the content marketing your company needs, so you can provide the marketing-qualified leads your sales folks need. Sound like a plan?
  • We’ll work with you to create industry-specific content in own unique voice and then position it across desktop, tablet, mobile and app platforms so that it gets read and shared effectively by the customers and prospects who need it most.

Instead of chasing down content related to internal marketing projects, you’ll spend that precious time doing the thing you love to do—building your brand and business with awesome marketing.

You’ll offload content-related concerns to me and my team, copywriters who understood content strategy, content creation, user experience, and information architecture. During site redesigns we’ll provide you with a better understanding of the task-driven actions your site’s end-users are taking using current navigation menus. Then we’ll build out a content strategy and remarkable content to support your marketing goals.

You’ll feel confident about a beautiful, user-friendly site with great contentcontent that actually gets read and shared, that increases sales and builds customer loyalty and staff engagement. Sites and applications built with us will enhance your company’s reputation, which can result in additional business, With time saved from the elimination of content-related concerns you be able to pursue new client engagements and make more money doing what you love to do rather than endless content-chasing.

Marketing and business development without the hassle of content-related concerns. That sounds off-the-hook, right? But how?

Truth is, there’s a way for companies like yours to get started on this path today. 

The Best Way for Companies to Handle Content Concerns in 2017: Copywriters Who Understand Content Strategy 

Dom foldedHi, I’m Dom Crincoli: I’m a content guy. In lesser days they called people like me writers, but that’s so yesterday now. After starting my career as a journalist and regular contributor to The New York Times, I’ve built my reputation as a corporate communication, content strategy and marketing consultant during the past 20 years, helping organizations you’d recognize achieve their employee communication, content marketing, and intranet engagement goals. Along the way I’ve developed pretty good copywriting and content creation skills and a nerd-like fascination with content strategy. Right (gasp!), I actually like this stuff!

I’m not superhuman and don’t pretend to be. I’m just someone willing to roll up his sleeves and perform the due diligence necessary to produce effective content strategy, information architecture and content creation—content that actually gets read and shared!

The A-ha! moment came during breakfast with my wife one morning. You see, many business owners and corporate marketing professionals I knew were building or redesigning their sites with very little content strategy, information architecture and end-user feedback while experiencing bottlenecks from content-related concerns. Copywriting and content strategy were obstacles preventing them from building their business and focusing on the marketing work they really loved to do.

4ce1485877a341819813b13f20770d17So I combined these skills to form Crincoli Communications in 2009. Now business owners and corporate marketing professionals offload the copywriting and content work they don’t enjoy doing to me and I have the opportunity to do what I love while making a decent living!

We hear this a lot: “I didn’t know there were folks out there that offered this service.”

Listen, it’s not your fault if you didn’t know these services were available! You didn’t know, and that’s what’s been holding you back! But there are some good reasons why it’s CHEAPER to hire a copywriter and content guy like me rather than doing it yourself or outsourcing to content mills.

See, traditionally, information architecture had been a siloed discipline, something you might have relied on for ultra-complicated design projects. But content strategy and info architecture are now fully integrated at most marketing organizations due to the growing emphasis on social engagement goals, marketing calls-to-action and lead generation, That’s why agencies need a fluid crossover solution—someone to address lead-up/front-end development content issues who can then work with you to build out fresh, relevant content for the fabulous sites you’re already designing for clients.

Truth is you can continue to do it yourself or outsource to content mills, but that’s not going to work well for you in the long run, where you’ll continue to drag yourself down with tedious content-related concerns. Offloading to copywriters who understand info architecture will free you up to focus on what you do best while growing your agency with sites that build your reputation.

We’ve heard this too: “I can do this myself” or “I don’t really need this.”

Maybe you think content strategy and front-end development aren’t necessary or that it’s still ok to offload this work to your staff writers and content mills. True, there are some free content strategy templates available out there and you could mod them for your own use. And yes, you’re right, you could probably continue to get by doing what you’re doing. But you probably have 7 other things you’d rather be doing instead of worrying about content! And while you could do it yourself, should you continue to do it yourself? It might mean 40 hours of additional work for you and your staff each week and, in the end, you’ll never be sure you achieved results informed by content strategy.

Your audience could wind up like this dude:

Question marker

Is that how to put your best foot forward? Is that going to make people want to pay you the premium price you deserve? Or do you think this kind of result will invite haggling from future potential clients?”

What’s more, the sites you create with us will enhance your reputation, delivering a user-friendly experience for your clients’ end-users with content that designed to convert, increase sales, and build customer loyalty and staff engagement. More importantly, you’ll most likely make more money in the long run, since the time-savings accrued from working with us will free you up for new clients, where you’ll spend more time doing what you love to do: Marketing and growing your business, rather than endless content-chasing.

Copywriting and Content Strategy for Companies (Why You Should Care)

So, a whole bunch of business owners and corporate marketing folks we’ve met say the multi-faceted demands of content marketing and creating content are the most demanding and difficult parts of their jobs.

That’s because websites, e-commerce sites, apps and intranets often have multiple audiences and multiple content owners, forcing the folks responsible for content at your organization to chase down someone in HR, someone in Marketing, and someone in Operations, to get the content required to compelte site redesigns or to maintain and update content on the site.

I believe the only RIGHT way for business owners and corporate marketing folks to address their upfront and ongoing content needs involves hiring a copywriter who understands information architecture, user experience, and content strategy.

  • You can eliminate the headache of trying to get content from multiple internal clients. Offload it to us! We interface with your internal clients and take care of this for you so you can spend more time doing what you love: Awesome marketing services!
  • We’ll make ongoing content updates to your site in less time, so you can spend more time getting new clients and making more money rather than classifying, chasing and creating content.
  • We’re past the point where content-rich organizations can say, content is king. What’s needed now are content creators who understand how to package content to the ways we now access it, engaging readers across desktop, mobile, app and print platforms.
  • You can seize this opportunity to eliminate content-angst on all of your on and offline communication channels—once and for all!—so you can focus on building your business.

More specifically, here’s what to expect when working with us:

During Week 1, we’ll set up two phone calls to talk about what you’re looking for. On the first phone call, we will talk about your company’s vision and marketing goals. I might ask you questions like: “Describe your current process, including what success looks like, when handling content-related concerns on your current design projects.” Or, “Help me to understand your biggest challenge(s) or the business pain you’re experiencing related content-related concerns.” Then I might ask what you could be doing with the time-savings if you offloaded this work to us, and what additional business opportunities you might be able to pursue as a consequence.”

On the second phone call, we’ll go over some options for working with us on your next marketing project or current content work. You can communicate any expectations you have regarding the specific projects or internal clients we’ll be helping. This way, we’ll make sure we’re on the same page, and you’ll get a content marketing strategy and a level of service that you love.

I’ll send you 3 different content marketing or content strategy options and levels of service for you to choose from—and you’ll pick the one that’s PERFECT for you and your company. If you don’t like any of these options, we’ll go back to the drawing board and you’ll receive 3 more options… and we’ll do it over and over again until we either a) find something you love, or b) part ways as friends.

Once we’re clear on the best way to collaborate and our mutual branding direction, I’ll put a final estimate together detailing our scope of work. Once approved, we can then join your team at the initial project kickoff meeting, either in-person or virtually.

  • You’ll pursue your marketing goals with confidence, knowing that all content marketing and content-related concerns related to front-end development will be addressed thoroughly and efficiently.
  • You’ll distinguish yourself from competition that doesn’t have this kind of laser-like focus on content and information architecture and be less vulnerable to the  “commoditization” of content at your company.
  • You’ll focus on doing the thing you love to do: Marketing and growing your business rather than classifying and chasing content, and that will make your work more enjoyable.
  • With the new time-savings you’ve gained from offloading content concerns, you’ll be freed up to hunt for and acquire new clients and make more money.

Then, here’s what you’ll receive, depending on your choice of Site Design Standard/Advanced Packages, or our Premium Content Creation Package:

Site Design Standard Package:

  • Website Design: We’ll design or redesign your site using Hubspot’s industry-leading CMS platform so that it’s optimized for ongoing, iterative marketing improvements, including on-page search engine optimization and responsive strategy recommendations.
  • Stakeholder report: Maps out project content goals and success metrics.
  • Information Architecture (IA): IA is one of the most cost effective and often overlooked ways of increasing your site’s end-user satisfaction. We gather user information from card sorts and reverse sort research and use it to build a great IA. We use the IA to help you redesign navigation menus, content classification, and page layout, so your clients’ sites or applications support the way their users think about the world.
  • Site Review Report: High-level improvement suggestions that focus on usability, design and content, which are based on all (or a representative sampling) of the site’s most frequently used microsites/pages and a comparative web analysis gleaned from pages of other competitive sites
  • Content Improvement Report: Excel spreadsheet (builds on clients’ site asset inventory and existing content-based taxonomy) that maps site review recommendations to page URLs, content owners, and recommendations for content to stay or be archived. Created by us and distributed to your site’s content owners in different business units, this report provides actionable guidance for content owners (which they, in turn, provide to the site developer) before uploading content to the redesigned site or application.
  • Persona Creation: Ensures content is delivered to audience segments (such as millennial business owners) and addresses their needs by creating profiles for each audience group, called personas.

Site Design Advanced (and/or Inbound Marketing) Package

Everything in the Standard Package, along with

  • Inbound Marketing Communication & Lead Generation Plan: Our iterative, ongoing continuous improvement plan to increase the number of marketing qualified leads, on-and-off-line subscribers, and ad revenue.+
  • Copywriting Reboot/Refresh: Breathes new life into all kinds of content on your site. Reboot/Refresh builds on our Communication/Content Audit and Site Improvement Report, where we work with content owners to furnish results-driven content site recommendations.
  • Continuous Improvement & Iterative Design Support: Ongoing support, using growth-driven design principles and iterative content improvement suggestions based on our content marketing analysis, A/B testing (e.g., headline and call-action testing), end-user feedback and behavior analysis and retargeting results.
  • One-On-One Coaching Sessions for Online Writing, where content owners will learn how to position and package content strategically across all communication channels (web and mobile, email, app, print).

+ Hubspot Customer Relationship Marketing (CRM) software subscription sold separately.

Premium Content Creation Package

  • Blog Posts In Your Own Unique Voice
  • Long-Form Content: eBooks, white papers, and research studies
  • Digital and Print Newsletters
  • Email & Social Media Campaigns
  • Content Maintenance and Copywriting Refresh
  • Content Search Engine Optimization (SEO)
  • Content Sharing and Promotion
  • Digital Press Releases To Drive Additional Traffic to Your Site
  • Inbound/Content Marketing Measurement and Iterative Improvement

In short, we’re a group of Hubspot-certified inbound marketers and copywriters with exceptional content creation skills. You can outsource to us for a fraction of the cost of in-house while enjoying a personal touch and consistent, quality content. View some of our content samples right here on our Tumblr Blog.

We’ll help you create content in own unique voice and then position it across desktop, tablet, mobile and app platforms so that it gets read and shared by the customers and prospects who need it most.

  1. Content Creation: We offer blog posts written in your own unique voice, digital and print newsletters, email, and social campaigns, and other long-form content, such as ebooks, white papers and research studies. Do you have a blog (or a client blog) that’s been neglected? Happens all the time, no worries. How about a white paper that’s anything but evergreen and needs to be updated? Or maybe there’s an email campaign that isn’t working for you? We can help. This is valuable content! We’ll show you to refresh and reinvigorate this content to reach your marketing goals.
  2. Content Maintenance and Copywriting Refresh for Web, Mobile, App or E-commerce Sites: Content on your clients’ sites should be refreshed and improved on a regular basis. This a post-launch content service you can offer to clients where we audit the content assets on your client’s site and then use iterative growth-driven design principles to evaluate and improve them.
  3. Content Search Engine Optimization (SEO): The content on your site must be clear and compelling, drawing readers in, but it must also be optimized so it can be found by search engines. We comb through the content assets on your site like blog posts and landing pages and apply SEO best practices to titles, headings, descriptions and on-page content to increase the visibility of your site.
  4. Content Sharing and Promotion: Content is king, right? The more content create the more traffic you’ll get on your site, right? Heck no! That’s one of the biggest myths! You can create enough content to put your wrist in a sling and still wind up with crickets! You have to promote the content you create and best practices point to the 80/20 rule; namely, spend 20% of your time creating content and 80% of your time promoting it! We can help you navigate the chaos of online marketing promotion and find the best way to drive traffic to your site, from social channels like Facebook, LinkedIn, and Twitter, to pay-per-click options like AdWords and retargeting.
  5. Digital Press Releases: Authoritatively-written online press releases to bring additional exposure and drive traffic to your site and events. We’ll take care of this for you and work with leading vendors like PR Newswire to achieve wide and targeted distribution.
  6. Inbound/Content Marketing Measurement: Using inbound marketing and sales CRM software like Hubspot we can play detective with all of your content and marketing initiatives and answer all of your online marketing questions. You’ll always know what’s working, and what isn’t. You’ll know how visitors arrived at your site from sources such as email campaigns, organic search, inbound links, and paid search ads, even as A/B testing and other iterative improvements make the most of your time and resources.

What Others Have Said…

Outstanding service. We were looking for an efficient low-cost service to help market our brand and presence in the New York Market and Dom and his team hit the mark. Dom’s ability both on developing a marketing strategy as well as designing our blog and website were top-notch. Dom is an asset to any organization and I would highly recommend his services.

ross

Ross Krasnow, Vice President of NY Operations at Hays Companies

I highly recommend Dom Crincoli and Crincoli Communications Consulting. We recently asked Dom to help us with our communication strategy and rebranding project, and the results were spectacular. He was able to deliver strategic content and business results, accomplishing this within an extremely tight time frame and within budget. He is creative and professional, and worked with our employees like he was part of our organization, not an outside consultant.

Dom is a gifted writer and communicator: That is why we refer to him as our “write” knight!

tommason

Tom Mason, Global HR Executive, JC Decaux of North America

Dom’s expertise with content strategy and content creation has taken my business, Victoria James Executive Search, Inc. to the next level, transforming my website into an SEO-friendly lead generation vehicle that highlights our thought leadership. Dom is someone willing to roll up his sleeves and perform the due diligence necessary to produce an effective content strategy and his editorial and content skills are astonishing. I knew I needed to share content highlighting our recruiting expertise and thought leadership in a way that could build my business. But I had used my blog only sparingly and wasn’t sure where to begin. Now, with Dom’s help, I’ve found my voice through blogging and I’m producing and promoting content that converts—content that gets read and shared among our friends and colleagues and helps build my business. Crincoli Communications isn’t the cheapest game in town, but the responsiveness, strategy and personal touch I receive from them are well worth the additional cost. Content mills and other broken approaches to content creation are not worthy to be compared. Succinctly stated, Dom is an amazing writer….!

20b27b96-f4a8-452e-a739-20ab336da6f0Victoria James, President at Victoria James Executive Search, Inc.

I retained Dom’s services for content marketing, business development and lead generation while working at Lockton Companies and Willis Towers Watson. Dom created a content marketing strategy and tactics (blog content, email marketing, measurement, social engagement and positioning) that worked to build my business and the authority of my company’s offerings with clients. He creates content that converts and was exceptionally flexible and responsive. Also, he provided me with measured results from our content marketing campaign to quantify our marketing campaign. Finally, he is uniquely qualified to provide well-written, concise content at below- market industry rates.

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Rob Ruotolo, Vice President & Risk Advisor at Willis Towers Watson

Dominick oversaw the communication plan for the rollout of Pitney Bowes’ My Total Rewards Statement and had much to do with the achievement of PB’s stretch metric (55% sign-on in the first six months). Dominick also oversaw an aggregated intranet knowledge center was also involved in furthering the goals of the employee value proposition and preparing the way for My Total Rewards. He was a committed, passionate member of the team.

RobHRob Hallam, Global Corporate Communications Lead at Compassion International and former Vice President of Internal Communications at Pitney Bowes

Standard Package

  • Site Redesign
  • Stakeholder Report
  • Information Architecture
  • Site Review Report
  • Content Improvement Report
  • Persona Creation

Reserve Your Confidential Consultation


Advanced Package

  • Stakeholder Report
  • Information Architecture
  • Site Review Report
  • Content Improvement Report
  • Persona Creation

Plus:

  • Inbound Marketing Communication & Lead Generation Plan
  • Copywriting Reboot/Refresh
  • Continuous Improvement & Iterative Design Support
  • One-On-One Coaching Sessions for Online Writing

Reserve Your Confidential Consultation


Premium Content Creation Package

  • Blog Posts In Your Own Unique Voice
  • Long-Form Content: eBooks, white papers, and research studies
  • Digital and Print Newsletters
  • Email & Social Media Campaigns
  • Content Maintenance and Copywriting Refresh
  • Content Search Engine Optimization (SEO)
  • Content Sharing and Promotion
  • Digital Press Releases To Drive Additional Traffic to Your Site
  • Inbound/Content Marketing Measurement and Iterative Improvement

Reserve Your Confidential Consultation


Satisfaction Guaranteed

In addition to certain guarantees provided by law, we guarantee your satisfaction with our services and support. If you are not satisfied with our services, please contact us immediately and we will correct the situation or offer credit that can be used for future business we do together (see terms and conditions).


Seize the opportunity to eliminate content-related angst at your company today. You have nothing to lose.

Don’t Delay: Reserve your confidential consultation right now.


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* The Inbound Methodology (Accessed Sept. 11, 2016. http://www.hubspot.com/inbound-marketing

 

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