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Content marketing is no longer optional—it’s essential. Managed Service Providers (MSPs) must take part. You need to learn how to tell your story and connect with your audience through content.
But where do you begin?
This guide breaks down some foundational tips to help your business grow while building your expertise in content marketing. You’ll also learn how to manage some of its common challenges with advice specifically tailored to MSPs.
By the end of this post, you’ll have the tools you need to create meaningful content that resonates with potential clients and ensures your MSP stands out in a crowded market.
The Basics Every MSP Should Master
Before we talk about content marketing, it’s critical to address the core marketing basics every MSP needs to improve their visibility and communications. These foundations ensure your business has a solid base from which content marketing can flourish.
1. Shift to a Marketing Mindset
Many MSPs are great technical problem-solvers but not natural marketers. The first step to succeeding in marketing is the ability to “take off your tech hat” and put on a customer-focused marketer’s hat. This means developing an audience-first mindset.
Audience-first thinking is essential because it allows you to address the problems your clients face, rather than simply listing technical features. Understandably, stepping out of the technical bubble can feel unnatural.
2. Perfect Your Online Presence
Your website and social media profiles are often the first impression clients have of your MSP.
Ensure your website is polished, modern, mobile-friendly, and easy to navigate. On social media, focus on platforms like LinkedIn where professional connections thrive.
3. Define Your Business “What” and Audience “Who”
To communicate effectively, you must first articulate two things clearly:
- What you do (your services distilled to a simple sentence)
- Who you do it for (your target client industries and decision-makers)
Once you know your audience, put yourself in their shoes and speak their language—not IT jargon.
Entering the Next Stage—Advanced Marketing
When MSPs look to “level up” beyond general marketing best practices, content marketing often becomes the go-to strategy.
Why?
Content marketing is a powerful tool because it builds trust, credibility, and visibility with your audience. By consistently providing valuable and relevant information, it positions you as a thought leader in your field, showcasing your expertise and making your brand the go-to source for insights and solutions.
Over time, this not only strengthens your relationship with your audience but also drives engagement, loyalty, and business growth.
What is Content Marketing, and Why Should MSPs Care?
Content marketing is the practice of creating and sharing valuable, relevant content to attract and retain your target audience.
Rather than directly pitching your services to potential clients, it takes a more subtle approach by focusing on delivering valuable insights and information. This method helps build trust and demonstrates your expertise, making your audience more likely to engage with your services in the long run.
Why it Works for MSPs
- It builds trust and nurtures relationships over time.
- It positions you as an expert who understands client pain points.
- It increases touchpoints, so potential clients think of you when they need an IT solution.
To see a quick breakdown of how content marketing helps businesses thrive, check out this video:
4 Actionable Tips to Get Started with Content Marketing
1. Start with Your Audience’s Most Common Questions
Think about the challenges your existing clients face. Their problems are a goldmine for content ideas! Write about common IT issues, security trends, or how a managed service could simplify complex processes for them.
Addressing your audience’s pain points adds value by making your content directly relevant and helpful. However, finding the right questions to address isn’t always easy. To overcome this challenge, try reaching out to clients, conducting surveys, or analyzing past customer inquiries for inspiration.
2. Be Consistent
Effective content marketing thrives on consistency. Develop a calendar to schedule your blogs, videos, or social media posts. This helps reinforce your authority and ensures your audience always has fresh content to engage with.
Regular publishing helps you stay visible and positions you as an active player in the industry. Unfortunately, finding the time to consistently create new content can be challenging. To stay on track, consider using automated tools or hiring a contract writer.
3. Show Your Expertise in Niche Topics
While general IT topics are useful, niche content can be a differentiator. Focus on industry-specific challenges (like compliance in healthcare or cybersecurity in remote work). Show how your expertise solves unique vertical-specific hurdles.
Niche-focused content delivers greater value by targeting specific client segments more effectively, leading to higher conversion rates. This approach, however, requires a deep understanding of your audience’s industries. Investing time in research and building expertise is essential to succeed.
4. Use Multiple Formats for Greater Reach
Not everyone consumes content the same way. Diversify your efforts to include blogs, videos, and even short LinkedIn posts. Repurposing your efforts into multiple formats (e.g., turning a blog into an infographic or video) can extend your content’s value.
Different formats cater to various preferences, helping you expand your reach. While experimenting with new formats, such as video, can require extra effort, the potential returns are well worth it.
What If You’re Not a Writer?
Don’t worry—you don’t need to be Shakespeare to create impactful content! Here are some tips to ease the process:
- Use generative AI tools to structure and polish your writing.
- Record short videos or audio snippets if writing feels overwhelming.
- Partner with freelancers to develop professional, audience-relevant pieces.
3 Content Ideas to Kickstart Your Content Marketing
Still not sure where to begin? Here are three starter content ideas tailored for MSPs:
- Top 5 IT Trends for [Year]: Highlight upcoming trends. For example, “Top 5 Cybersecurity Threats for 2024” would resonate well with decision-makers.
- Client Success Stories: Share case studies showcasing real-world results, like how your MSP helped a client upgrade systems or cut costs.
- Beginner’s Guides: Create a series like, “The Small Business Owner’s Guide to IT Management.” Educational content often wins over skeptical clients unfamiliar with your service.
Take the Next Step in Content Marketing
Content marketing might seem overwhelming at first glance, but like any skill, it gets easier with time and practice. MSPs willing to make an effort here will see tremendous ROI in terms of visibility, trust-building, and, ultimately, client acquisition.
Ready to master content marketing and grow your business? Download our Sales & Marketing Guides Volumes 1 & 2 to learn more about creating impactful marketing strategies that deliver results. Inside, you’ll find practical checklists, advanced strategies, and examples designed specifically for MSPs.
- Easy, Affordable Marketing Techniques for MSPs (Vol 1)
- Easy, Affordable Marketing Techniques for MSPs (Vol 2)
Don’t just market services—create value, build trust, and grow your business.
