What Does A Content Strategy for MSPs look like?
A content marketing strategy for MSPs is not simply about publishing blogs or being seen and heard on LinkedIn.
It’s about building trust!
A lack of online trust is where most MSPs struggle to maintain consistent, high-quality leads.
This can be the case even when you’re regularly posting content to your blog and sharing it on social media.
Here’s the kicker.
You’re not getting leads for lack of effort, you’re attracting low-quality leads because your positioning and messaging is not hitting the screens of the right people at the right time.
So, who are the right people and when is the right time?
Decision makers with buyer intent!
Why is your website not converting leads?
Does this scenario sound familiar to you?
You publish content on your website’s blog at least once a week.
You’re active on social media almost every day. You may even get a few likes and comments.
But little or nothing is landing.
And the biggest mystery of all is what’s happening with the 2.4K visitors arriving on your website every month!
Why are they not converting?
Because the content is designed to drive traffic.
It’s not designed to attract high-quality leads.
High-quality leads are the coveted decision makers with buyer intent.
Consequently, your business growth is largely dependent on referrals, inconsistent networking, or price-driven tenders.
This creates an unstable pipeline and forces you into a reactive position.
It’s quite clear — your issue is not visibility — it’s perception!
What does a successful content marketing strategy look like for MSPs?
A well-structured content marketing strategy for MSPs aligns your messaging with your preferred ideal client (PIC).
Rather than speaking to everyone, your content focuses on the businesses you actually want to work with — which means you speak with them directly by addressing problems that are specific to them.
You speak their language and connect with them on an emotional level.
Once you know your PIC, adapt your content to provide informative, engaging and helpful content.
Offer quick-fix solutions.
Educate them on how to do something.
Advise them about the software they need and don’t need.
And in each piece of content, explain what the outcome will be when they follow your technical advice!
Buyers want to know what the outcomes and benefits will be when they do something, buy something or experience something.
It’s human nature to think, ‘what’s in it for me.’
We are programmed with a fear of making poor choices.
What factors do decision-makers want to know about?
Decision makers needing to make a hefty investment assess risk exposure, financial impact, and operational continuity.
Therefore, a content marketing strategy for MSPs should include content which deflates the risk and reinforces confidence.
For example, you could calculate the real-world cost of business downtime. Give the frustrations (downtime) of your PIC a number they can’t ignore and demonstrate the value of paying for an IT support service which provides 99.99% network stability.
What is the key mistake in the content marketing strategy for MSPs?
Simple answer: chasing traffic.
When does a content marketing strategy for MSPs fail?
Content marketing fails when all your blog posts are loaded with keywords and surface-level topics.
Sure, this tactic works wonders for elevating your search engine rankings. Your keywords are the most searched for terms.
And that’s great. Traffic is good! It means your SEO strategy is working and that you do have some online visibility.
However, high volumes of low-relevance traffic do not convert.
Who do you think is reading your content?
Is it a decision maker with buyer intent?
Or is an IT technician looking to resolve a problem?
Maybe it’s an IT manager looking for software that will help to smooth out operations.
IT technicians and their managers don’t make purchasing decisions.
They can influence them, though!
If your content doesn’t engage readers, demonstrate authority, or reinforce your reputation, visitors leave without taking action.
On the flip side, if you regularly publish engaging, informative and helpful content, you will build a following.
You will earn trust.
You will be seen and heard by decision makers with buyer intent.
That’s what a content marketing strategy for MSPs looks like.
Do you want a content marketing strategy for MSPs?
It’s clear that you need content marketing to build your business.
If you didn’t think that already, you wouldn’t be wasting your time, money and effort with content marketing.
And somedays, you’re probably wondering why you continue wasting your time, money and effort with content marketing.
It’s because deep down, you know content marketing works. And it does. You just haven’t figured out how to make it work yet.
However, if you deploy a content marketing strategy for MSPs and earn trust, you can make it work!
If you need my help, get in touch and let’s arrange a 30-minute discovery. Otherwise, check out my blog post on the link below for helpful tips on how to earn trust.