MSP Marketing Guide—Top 5 Steps to Create Quality Content
By Tracy Trottier
In our previous blog, Unlocking the Power of SEO: A Guide for MSPs we delved into the critical aspect of defining your keywords as a Managed Service Provider (MSP). Once you have a clear understanding of the keywords you want to target, the next step is to create the content that aligns with your keyword goals. In this blog, I’ll explore the significance of content creation for MSPs and provide some practical insights to help you structure and optimize your content to attract prospects and build trust in your target audience.
Why Content Creation Matters for MSPs
It’s no secret that many companies struggle to generate leads through their websites. Often, this is because their web content lacks the engagement needed to entice visitors to fill out a contact form. Your content plays a pivotal role in building trust with your prospects, which is a crucial element in guiding them through the buying funnel. N‑able MarketBuilder is an excellent source of ready-to-use content for your marketing and promotional efforts.
Pages vs. Blogs: Does It Matter?
One common question that arises is whether it’s better to create standalone pages or maintain a blog for content publishing. The truth is, Google doesn’t differentiate between a page and a blog. In platforms like WordPress, a blog post is essentially an article with structured data. In the eyes of Google, they are quite similar. Therefore, the choice between using pages or blog posts largely depends on your website’s structure.
5 Practical Steps for Content Creation
Here are five practical steps you can take to help you create compelling articles and blogs for your MSP website.
1. Multiple Articles Approach
When it comes to content creation, writing can be a challenge for many. However, here’s a rapid method to overcome this obstacle. Rather than waiting for someone to craft an entire article, prepare specific questions or outlines related to your keywords. For example, for the keyword «disaster recovery,» outline questions like «What’s the best approach to disaster recovery?» or «How to ensure data backup in a disaster?» Your team, including technicians, can likely provide answers to these questions off the top of their heads.
2. Utilize Transcripts
Recording discussions can be a game-changer. Imagine recording a conversation where you answer these questions in great detail. Once you have a recording, it’s easy to convert it into a transcript. Then, you can leverage AI tools like ChatGPT to refine this transcript into a blog. By using case studies, customer stories, or personal references, you can create personalized and engaging content that resonates with your audience.
3. Harnessing ChatGPT
ChatGPT’s power extends beyond generating content. The real value often lies in the prompts you provide. Be specific about how you want ChatGPT to use your transcript to ensure that it produces top-quality content. Whether you are looking to use existing content or market materials, ChatGPT can adapt your content for maximum impact.
4. Visual Elements
In your content, incorporate visual elements like images and videos. The number of images you include depends on the article’s length. Longer articles, around 2000 words or more, benefit from a combination of images and videos. This approach enhances engagement and reader retention.
5. Repurposing Content
Think about how you can repurpose your content. If you’ve recorded a detailed discussion, you can clip it into soundbites, each lasting around a minute and a half. These soundbites can then be added to your article, offering multimedia content that enriches the reader’s experience.
Content Clusters: A Key Strategy
One of the fundamental principles in content creation is the idea of content clusters. A content cluster consists of a group of articles centered around a specific topic. For instance, you could create a cluster on «data recovery» with one article, another on «disaster recovery,» and a third on «data backup.» These articles work together to form a content cluster.
Content clusters help Google understand the breadth of content you offer on a particular topic. The more content you create within these clusters, the more Google recognizes you as an authority on the subject. This recognition plays a crucial role in boosting your rankings and attracting organic traffic to your website.
The way that the campaigns and content have been created in MarketBuilder means that they can easily be repurposed to function as a content cluster, giving you quick gains when it comes focusing on SEO for your website.
Real-World Success
The power of content creation becomes evident when you observe real-world success stories. For example, a managed service provider in a large Canadian city significantly improved their rankings and website traffic by embracing content creation. They transformed their 18 pages of brochure-style content into engaging, in-depth articles and blog posts.
The impact was remarkable. By targeting specific keywords and creating valuable content, they achieved rapid success in SEO. Within a week or two, they secured the top-ranking position, attracting traffic without the need for paid advertising. Unlike paid ads, which stop delivering traffic when you stop paying, the benefits of SEO content creation continue to grow over time.
So, using MarketBuilder can not only help you win business by giving you the content you need for email campaigns, it can also help you keep winning through your website content.
Conclusion
Content creation is the backbone of your SEO strategy as an MSP. It allows you to target keywords effectively, attract prospects, and build trust within your audience. By leveraging AI tools like ChatGPT and optimizing your content with images and videos, you can engage and retain readers effectively. The concept of content clusters further solidifies your authority in the eyes of Google and enhances your organic search rankings.
In your journey to success, remember that SEO is a continuous process. The more content you create, the stronger your online presence becomes. Stay committed to your content strategy, and you will reap the rewards of enhanced visibility and a consistent flow of organic traffic.
This content is based on a recent MarketBuilder Office Hours presentation with marketing coach Raj Khera, managing partner of MoreBusiness.com, entitled MSP SEO Secrets: Getting Google to Send You Qualified Leads. You can listen to the full presentation by logging into your MarketBuilder account, scrolling down to the Sales and Marketing Resources link, clicking on this and then scrolling to the MarketBuilder Office Hours recordings.
MarketBuilder is a resource that is included as part of your N‑able product subscription and contains thousands of ready-made campaigns on hundreds of different themes that can help you target and bring in new customers.
If you’re an N‑able customer, you can sign up for MarketBuilder now.
Tracy Trottier is marketing manager and heads up the MarketBuilder program at N‑able
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