Content marketing support that helps you achieve your most ambitious growth goals
Decades of subject matter experience, deep familiarity with long B2B sales cycles, the latest marketing best practices, creativity to move mountains, an uncanny dedication to client success, and painstaking attention to detail.
Case Study
Astute Technology Management is midmarket managed IT services provider with a strong specialization in cybersecurity and the healthcare industry. It has offices in all of Ohio's major cities.
Background: Like many MSPs, Astute Technology wanted to improve SEO performance and generate new leads without expensive advertising campaigns. Their leadership recognized the importance of investing in high-value content to fuel those efforts, as well as helping to create a larger social media audience, specifically on LinkedIn. They asked us to help them with those efforts.
Solution: An ongoing focus goal of my work with Astute is to ensure that their website was optimized for SEO performance and allowing visitors to easily convert into leads. Over two years of cooperation, I've helped the Astute team make iterative changes to their site to add new services and respond to shifting priorities.
Optimized several hero concepts on a slideshow to target buyer personas we'd slowly built throughout our cooperation
Rewrote all "commercial intent" service pages for SEO performance
I worked with the Astute Technology Management team to transition from a single location in Columbus, to a multi-location business with offices in Cincinnati and Cleveland.
This transition involved restructuring the site's architecture to ensure optimal local SEO performance in each market.
Content Marketing: To make continuous SEO progress and boost visibility in their local market, I regularly meet with the Astute Technology Management team to share fresh content ideas and gather feedback from their personnel. The result is a steady stream of quality SEO optimized thought leadership content on topics relating to managed IT services, cybersecurity, disaster recovery, and cloud computing.
Link Building: To ensure that the Astute Team makes steady SEO progress, I do targeted outreach with well-known publications in the cybersecurity and technology space, earning Astute's leadership bylined PR exposure and valuable backlinks
LinkedIn Management: To extend the reach of the firm, I've helped them maintain an active presence on LinkedIn with attractive social media images and content, maximizing the impact of this critical B2B channel.
After just a few months, Astute Technology Management's SEO performance began to improve and they got their first quality inbound leads.
The number of inbound leads has doubled in the last twelve months, and the company's organic ranking has moved from page 6 to page 1 of Google search for the term "managed IT services," beating out far larger providers.
Success Metrics
100% Year-on-year Increase in New Leads
Revenue Growth
SEO Results
Page 1 Organic Google Rank
Testimonial: "We're getting a ton of leads in, almost more than what we know what to do with. Not small prospects either, really solid established companies. If we continue down this path, we'll have to hire someone new to follow up with all these leads."
-Eric Madden, President and Founder, Astute Technology Management
Arganteal is the first of its kind code deployment tool that can create custom, reusable low-code solutions for any DevOps team, providing software development teams with an easy way to capture, share, and reuse the scripts they create.
Summary: Arganteal, founded in 2012, needed marketing support to help make the transiation from an on on-premise solution to a SaaS product. Without any in-house marketers, they tapped me for help with a ground-up brand refresh and help creating a new website.
Optimize Brand Positioning and Website Copywriting:
To understand Arganteal's unique technology, I spent hours reviewing their existing marketing materials, product demonstrations, and performed in-depth interviews with the company's CEO and COO to better understand their complex universal script translation technology.
Then, I helped got to work creating all-new brand positioning, taglines, value propositions, and website copy, which helped prospects understand how Arganteal's new SaaS offering could streamline their DevSecOps workflows. The Arganteal team worked with a local web developer to bring their new messaging to life, a slick new site.
Website Before
Website After
Explainer Video
To complement the new website, I also wrote and helped produce an explainer video that explained in concise, engaging language what made their software so revolutionary.
Silicon Mechanics
Silicon Mechanics is an industry-leading provider of server, storage, and high-performance computing solutions.
Summary: Working with both the marketing director and VP of marketing, I helped the Silicon Mechanics team hone their buyer personas, develop go-to-market positioning around both cloud computing and multi-level security, then build out inbound marketing content to support service launch.
Cloud Computing Web Copy
Silicon Mechanics reached out to us for help expanding it's website to include their expertise in private and hybrid cloud deployments.
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Intel Cloud Builders© Case Study
When Silicon Mechanics wanted to prepare their application for Intel's Cloud Builders program, they asked for our help writing a key case study.
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Multi-level Security Web Copy
Multi-Level security solutions were developed by the U.S Department of Defense to provide the highest level of data confidentiality and integrity.
Multi-level Security Solution Brief
Silicon Mechanics' hired us to write a solution brief that highlighted their expertise deploying highly-secure SELinux-based HPC systems.
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Case Study
Verne Global
Verne Global owns and operates a 44-acre data center campus in Keflavik, Iceland, and is dedicated to addressing two key issues facing today’s data revolution – power pricing and availability.
Summary: Verne Global serves the HPC and scientific research communities. With no input from the company's SMEs, I developed authoritative content to drive a years-long marketing campaign focused on improving organic search traffic and blog subscriptions.
The campaign created a 180% year-on-year increase in organic traffic and a 210% increase in blog subscriptions.
Cymbel
The Cymbel Corporation is a provider of zero-trust security solutions and a trusted partner to leaders in the zero trust field, Palo Alto Networks and Managed SOC provider ON2IT.
Summary: Cymbel was a very unique case. Despite an excellent reputation among the Fortune 500 community and U.S. state and federal agencies, their website and digital collateral looked like something you'd find on Geocities in the mid 90s. This website refresh brought everyone involved a great deal of relief.
Refreshing Cymbel's website was a careful, multi-stage process
Met with company sales and technical leadership to gather ideas and information
Reviewed existing company literature and researched the zero trust security model to fill in knowledge gaps
Outlined a site wireframe and page structure based on SEO best practices
Final delivery and the site went live
Tested the copy in a production site, gathered feedback, and iterated on the first draft
Created a first draft of the copy and optimized with input from the client's internal stakeholders
Old website
New website
Success metrics
While hesitant to embark on other digital marketing projects, the Cymbel team enthusiastically embraced the new website as it helped demonstrate a serious and confident image to clients and partners alike.
Crux Informatics is a Fintech firm, funded by Goldman Sachs and Two Sigma, which offers a cloud-based platform for data integration that helps financial firms operationalize external data sources at scale.
Summary: Crux informatics' marketing leadership wanted the distill the value of the company's unique external data ingestion platform into a concise white paper, aimed at decision makers at Fortune 1000 financial institutions. I worked closely with the marketing director, director of demand generation, and chief technical officer to help gather and distill their thoughts into this white paper, which gave a high level overview of the hidden costs of external data ingestion.
In addition to the white paper, I also helped the Crux marketing director with a variety of other tasks, including optimizing landing pages, editing corporate deck, and public relations related copywriting such as press releases.
Case Study
Complete
Network
Complete Network provides high-value IT strategy, support, and security for small to medium-sized businesses in New York and North Carolina.
Summary: Complete Network gave me the rare opportunity to help a fast-growing MSP plan and execute their very first marketing efforts. Helping the company transition from a bare bones website to full-on marketing powerhouse has been a thrill for both me and the client.
Website copywriting
The first order of business was completely refreshing the company's website. This meant digging deep into their buyer personas, developing new brand messages, then using those messages as a foundation for new copy.
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Competitor analysis to identify areas of differentiation and strategic opportunity
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Messages that appeal to multiple buyer personas, while still flexible enough to adapt to various marketing channels and programs.
Before
After
Success metrics
Years of partnership have produced a range of satisfying results for the Complete Network team.
Organic search impressions increased 250%
Website bounce rate reduced 52%
Case Studies
Complete Network at The Capitala Group
Highlights Complete Network's success building and managing the IT of a leading financial services firm in Charlotte, North Carolina.
Complete Network at Creighton Manning
Highlighted the clients success building and managing the network at Albany's Creighton Manning, one of upstate NY's leading civil engineering firms.
Pageviews per session increased from 1.2 to 3.9
During our partnership, Complete Network has added over $1 million in annual revenue
Blog Writing
Part of my content marketing support for Complete Network is regular blog posts that position them as a thought leader in their market, while helping to drive SEO results. Topics include:
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Analysis of the managed IT service model and its benefits
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Regulatory compliance, including FINRA, SEC, HIPAA, NY-DFS
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Cloud migration, security, and backup/disaster recovery (BDR).
A product of MIT's prestigious Lincoln Laboratory, Composable Analytics is a full-stack DataOps platform with built-in services for data orchestration, automation and analytics, that helps accelerate data engineering, preparation and analysis.
Summary: The Composable Analytics team wanted to start its inbound marketing journey, increase their organic reach, and make other critical upgrades to its website presence. Without in-house marketing talent, they brought me on as a consultant to help them achieve all those goals.
Onboarding and Resarch: My first step as Composable's outsourced content marketing team was to dive deep into the two core aspects of their offering, the DataOps model and the concept of composability. This involved building on my own knowledge of the data engineering industry and discussions with their leadership to fill in gaps in my knowledge.
Website Updates: Once I understand both concepts better, the next step was to rewrite their service pages, providing them a solid foundation for their subsequent SEO efforts and improving the chance of them winning valuable Google real-estate.
Technical Copywriting: Once that was finished, I began working with the Composable Analytics team to develop long-form content for use in their email marketing campaigns and for leave behind collateral for sales calls, Topics for these articles included dug deep into the current challenges of :
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How Composable DataOps is Driving Digital Transformation
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What is an Automated Data Pipeline
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5 Important Composable DataOps Use Cases
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Building a Data Mesh with Composable DataOps
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DataOps and Advanced Analytics Success
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Streamlining Data Orchestration with DataOps
Composable Analytics was named a Gartner "Cool Vendor" during our cooperation
Manhattan
Tech Support
Manhattan Tech Support is an MSP that provides IT services to businesses in New York City and the New York metro area, specializing in network engineering and security.
Summary: Manhattan Tech Support is a regular feature on the annual "top MSP" listings and a trusted player in NYC's technology scene. As a long-time copywriter and marketing consultant to MTS, I've been instrumental in most of the company's marketing initiatives since 2015.
Website Copywriting
MTS needed a better foundation for marketing success. Working with the company leadership, I helped them concept a wireframe for a new website that would facilitate their marketing goals. Then I re-wrote over 70% of their website content, incorporating SEO best practices into copy that carefully addressed each of their buyer personas.
Success metrics
Each outbound campaign generated over 60 marketing qualified leads (MQLs) and 15 sales qualified leads (SQLs), exceeding previous efforts.
Outbound Demand Generation and Funnel Copy
I created all the content for an outbound demand generation campaign around the company's ransomware services. Other outbound demand gen campaigns included: VoIP service and Microsoft 365
White Paper: How Managed IT Services Increases Efficiency and Lowers Cost
This deep dive into the managed service model and the benefits it provides SMBs. Writing the paper involved gathering insights from their leadership about what makes MTS unique in the NYC market, and combining those insight with my own knowledge of the IT services industry.
Other lead magnets included: Building a Successful Cybersecurity Program for SMBs, Advancing Law Firm Efficiency Through Managed Technology, and Smarter Reporting and Better Business Decisions: Modern Business Intelligence.
Success metrics
Blog impressions increased over 312% over previous blogging campaigns, while website organic search traffic increased 240% in the same period.
Content Marketing and Blogging
A core pillar of MTS's demand generation success has been driving inbound leads with high-quality content that I produced, such as blog content and infographics.
For 25 years, Worldcom Exchange International has been providing small, medium and large business throughout northern New England with technology expertise and leadership.
WEI
Summary: As large, well-staffed IT solution provider and value added reseller (VAR), the WEI marketing team relies on me to help them execute special projects that exceed their internal capabilities, capturing the WEI brand voice with minimal input from inside their company.
Mobile Security Campaign Sponsored by Dell-EMC
My most recent project for WEI was a series of long-form content pieces on the topic of enterprise mobility management (EMM). The content, which included one white paper, two supporting briefs, and three blog posts, drove a major quarterly marketing initiative for WEI.
White Paper - Mobile Efficiency and Innovation Through Next-Generation Security
"Enterprise mobility makes employees happier and more productive, but it has also presented serious security problems. What kind of devices should be allowed access to the company network, and with what permissions? How should enterprises govern the flow of data through the company network, and outside its boundaries? Given the potential for financial damage and loss of reputation, sacrificing security for mobility isn’t a trade-off that any company should feel comfortable making."
Prospects who downloaded the white paper received two briefs in as follow-up, Three Tips for Successful Enterprise Mobility Management Deployment, and Four Misconceptions of Enterprise Mobility Management.
Blog Posts
To help extend the campaigns reach onto social media, and improve organic search relevancy around mobile security, the campaign was also supported by a series of three blog posts.
Success metrics
The first draft of the marketing content, which needed virtually no editing, won high praise from both WEI and Dell marketing personal. The EMM campaign generated a significant number of marketing and sales qualified leads for WEI at launch, and continues to drive engagement much later.
Huawei
Huawei is a Chinese multinational networking and telecommunications equipment and services company headquartered in Shenzhen, Guangdong. It is the largest telecommunications equipment manufacturer in the world.
Summary: My last in-house job was working at Fortune 500 ICT solutions provider Huawei. As the lead English writer and editor at Huawei's Enterprise Business Group (EBG), I was involved in the conceptualization and development of a vast array of marketing communications for their data center, storage, and cloud computing product lines.
Smart City Solution
Urban surveillance solutions are a major use of big data technology in China. This brochure I wrote demonstrated Huawei's technological prowess in this arena.
