Have you ever heard the phrase: “Content is king?” If you have a marketing background or have been trying to implement a marketing strategy for your MSP business, it might be a phrase you’ve run into more than once. If not, that’s okay! It’s not too late to start developing your content marketing plan.

You might be asking yourself: “Why create content? How will this help me grow my managed services business?” Content, such as blog posts, e-books, or email newsletters, gives you a way to connect with your audience, a platform to educate them about what’s going on in the IT industry, and fuel for your social media accounts.

Tip TuesdayStarting a blog can take time and effort, but it’s a great way to grow your business and drive more traffic to your website. To help you start thinking about using content marketing effectively, we wanted to share this quote from Larry Kim.

Larry is a seasoned content marketing veteran, and he’s currently CEO of MobileMonkey, a Facebook Messenger marketing platform designed to help businesses extend their reach. In a BuzzSumo article that analyzed 100 million article headlines, Larry said:

“I’m blown away at how hard people work on producing content only to slap on a crappy headline as an afterthought. If you have a great article, don’t sabotage yourself by using a weak hook — there’s nothing wrong with using these catchy phrases. Stop fighting them! Like it or not, click-through rates play an ever-increasing role in the organic search and social news feed algorithms that essentially determine if your content is seen or not. Why produce content if not to be consumed? Stop shooting yourself in the foot and use this research.”

To read more about which headlines performed the best, check out the BuzzSumo article.

Tips to help your MSP blog take off

Before launching your blog, you need to consider a number of things, such as which platform you should host it on, what your vision is, what you want to achieve, how often you will post, and more. After you’ve done the initial groundwork, here are some tips to help guide your blog in the right direction.

  1. Post relevant content. Take the time to think about what your SMB audience will be interested in. Maybe they want to know what they can do to secure their IoT devices, or maybe you want to educate them on the most recent threat. Whatever the case may be, make sure it’s a topic that will capture your customers’ attention and provides value to them or their business moving forward.
  2. Publish posts on a consistent basis. You don’t need to post on your blog every single day, but you should aim to post at least once a week. Posting with a regular schedule helps you stay relevant to your audience and can even help improve your search engine rankings.
  3. Editing isn’t a nice to have—it’s a necessity. Before you post content, have someone else edit your work to ensure that there aren’t any glaring spelling errors or misunderstandings. This can help you ensure that your message is clear, concise, and professional.
  4. Promote after you publish. After you publish a new blog post, share it with your audience. Socialize it on your company accounts, highlight it in a monthly newsletter, or send it in an email to customers to educate them about what’s going on in the technology industry.
  5. Repurpose content where you can. You wouldn’t reinvent the wheel, so why would you reinvent your content? Developing content takes time. That’s why it’s important to get some mileage out of the content you’ve already created. For example, if you have an infographic, don’t be afraid to highlight it in a post on your blog. Or, if you have an upcoming webinar, create a blog post that highlights one takeaway for end-users. Take the time to take things one step further by asking yourself: “Are there any other ways we can present this information?”

For a complete list of the things you should consider before starting an MSP blog, check out this post on Smarter MSP from Anne Campbell, the senior content marketing manager at Barracuda MSP.

Creating a blog or a content strategy for your MSP doesn’t happen overnight. However, this is another way to connect with potential customers and highlight your expertise in the industry, so it will be worth the effort.

Photo:  one photo / Shutterstock.

Lauren Beliveau

Posted by Lauren Beliveau

Lauren is a Senior Content Marketing Specialist at Barracuda MSP. In this position, she creates and develops content that helps managed service providers grow their business. She also regularly writes The MSP’s Bookshelf and our Ask an MSP Expert column.

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