Six tips to overcoming content block in your MSP marketing 

I’m stuck. Creatively-speaking. I’m here, sitting at my computer, trying to come up with some fresh, new ideas for some upcoming blog articles I need to write, but my mind is blank, and my fingers aren’t moving. As much as I love the world of MSP sales and marketing, it involves quite a bit of creativity and ingenuity, but the struggle to release original content on a consistent basis is real. 

So what can we do to help overcome content block when it is important to produce valuable content? 

Six tips to overcoming content block for your MSP marketing strategy

1. Google it! 

This is not really a tip, but more of a “Duh…yeah.” What did we do before the invention of web searches? I don’t recall a time when I couldn’t pull my little minicomputer out of my pocket and go to Google for help in answering a question for me.  

A quick search on “overcoming content block” yields an enormous list of blog articles on this very subject that I can peruse and use to spark some marketing content inspiration. 

2. Draw on real-life events and experiences to inspire content ideas

Like what is happening to me right now! A real-life event for me has spurred the subject of this blog article. I was needing to write my monthly blog article as part of my role as Head Nerd, yet I was struggling with what topics to write that I haven’t written about previously. Because of this real-life experience, it prompted me to write THIS.   

Or, is there a client success story that you can write about where you have solved an important business challenge for them that can help highlight your expertise and authority? Prospective new clients heavily rely on peer reviews and case studies like this when involved in a complex buying decision (like switching MSPs).  

3. Re-purpose and recycle older content

Our Blog Manager actually encouraged me to consider this idea for new content. A while ago, he sent me a listing of previous blog articles and suggested that I could rework a few of them to make them relevant again. Maybe this is an option for your MSP marketing? If your MSP has been a regular publisher of blogs in the past, is there a way that you could add a new quote, a new statistic, or add a new graphic to make an older blog appear new again?   

4. Plan ahead to create a backlog of content to draw from

This is typically how I like to roll. I normally like to plan ahead and block off time in my schedule on a regular basis to knock out a couple of articles at a time to create a backlog of articles for myself to draw from. But with the busy summer months, and some intensive new Boot Camp training I have been engrossed with creating, I’ve exhausted my existing supply of content. So I’ll be starting over again to replenish my stock. 

5. Hash it out with a colleague

If you work as part of team, then there is no need to struggle alone when it comes to content block. Reach out to your colleagues and see what ideas they can offer. Maybe they have a client story they can share or a tip that you can explore further. If you are challenged with coming up with ideas on topics to write about, then be sure to solicit the help of your teammates.  

6. Find external sources that can provide content for you

There is an incredible number of MSP marketing agencies and services out there that can assist with marketing content efforts by offering white-labeled access to content that has been specifically written for them and their target audience. With MSP marketing services like this, oftentimes all the MSP needs to do is customize the content by adding their own logo and contact information to it. Some services cost money to join, and others are free. For example, N‑able’s MarketBuilder is complimentary as part of the MSP’s partnership with N‑able. Services like these are a gold-mine of ready-made content for MSPs to use to help them overcome any content block they may be experiencing. With over 70 distinct campaigns in MarketBuilder and new campaigns and content being added every month, we have enough ideas to keep your marketing efforts going….and going…and going. 

Many MSPs struggle with marketing and implementing a persistent and consistent strategy for their business, but it is something that requires critical attention if you want to grow your MSP beyond what referrals and word of mouth can offer. Marketing is necessary to build awareness of your MSP and to illustrate how your MSP is uniquely different from other competitors in your marketplace. But we have this challenge where buyers will only buy when they are ready to buy. So to keep your MSP top of mind with your target audience and increase the chances that when the right time comes and your prospect is ready to consider switching MSPs, your MSP marketing will reach them and motivate them to reach out. 

So, it is important to not allow a little content block to prevent you from prioritizing your marketing efforts when there are multiple options that can help to get your creative marketing juices flowing again. 

Stefanie Hammond is Head Sales and Marketing Nerd at N‑able. You can follow her on LinkedIn and on Twitter at @sales_mktg_nerd.