Content Marketing For MSPs [Guide]

content marketing for MSPs

Content marketing is an essential part of any successful MSP marketing strategy.

It can include writing blog posts and articles, landing pages, videos, podcasts, webinars, email marketing, content for social media, updating your Google Business Profile, and press releases - anything you can use to create content that educates, entertains, or inspires your target market.

It doesn't need to be written content. It can be written, voice (podcast), and/or video.

With content marketing, you drive more traffic, engage visitors and entice them to contact you because you're seen as a trusted source of information.

It also creates more authority in the eyes of Google: You become the "source of information" in your city(ies) and vertical for anyone looking to hire an MSP.


In this short guide, we'll provide all the information you need to effectively leverage content marketing for your own MSPs business, what type of content works best for MSPs, and how to measure and analyze your results to get maximum ROI from your efforts.

What Is Content Marketing? (skip if you already know)

Content marketing is part of any MSP marketing strategy. It consists of creating and distributing valuable, relevant content to reach potential clients.

Example of a content piece for an MSP
Source: veritis.com

MSPS need to understand the power of content to develop effective strategies for their business and it should be tailored to meet the needs of your specific audiences – it should answer their questions, provide solutions to problems and offer thought-provoking insights into industry trends.

Content marketing also offers tangible benefits such as increased brand awareness and website traffic, improved search engine rankings, and lead generation opportunities.

With the right combination of creative planning and execution, content marketing can help MSPs grow their businesses meaningfully.

Why Do MSPs Need A Content Marketing Strategy?

Content marketing is the foundation of any successful MSP's digital presence.

No content = No presence.

As mentioned before, it helps to build credibility, trust, and awareness for your company in the areas you serve. Without a content marketing strategy, it can be difficult for an MSP to reach its target audience or establish itself as an industry leader.

Now, you don't need to start implementing every single content channel and format.

Most MSPs start with creating the right landing pages that target specific cities for their core services, like managed IT services. For many MSPs, that's more than enough to see results (in combination with SEO optimization).

A well-planned content marketing plan allows you to create high-quality information tailored to your target audience.

Having great content also gives you authority in search engines, allowing you to show up higher on Google when users search keywords related to your business.

What You Need To Know Before You Start Creating Content

Now that you understand why an MSP needs a content marketing strategy, it's time to look into what is required before starting.

  • First and foremost, you need to know your target audience inside and out. It is essential to identify who would be interested in the type of services or products offered by your MSP.

That means knowing what the main problems they face are, what are their biggest headaches, and how to solve them.

If you can identify those and create problem-solution content, that will make visitors feel you know what they're going through and generate trust right away.

  • Second, creating quality content requires research and planning ahead of time. Consider brainstorming ideas for topics that appeal to readers and ensure each piece has clear objectives.

Also, focus on keyword optimization so search engines can find your articles.

With these basics covered, you'll have everything you need to start a successful content marketing program designed specifically for MSPs that drive actual results!

The truth is that this is SIMPLE, but it's not EASY because the idea creation, execution, and content creation can be time-consuming and challenging if you're also running your MSP.

How To Create Lead-Generating Content

Creating lead-generating content for MSPS is essential to growing and warming your client base. But what type of content should you create?

Here are the main pieces of content that can be used to generate leads:

  • Landing Pages (city + service type of page, like "Miami, managed IT services"). These pages focus on attracting visitors looking for your services in your area.
  • Problem-solution content, as mentioned before, to find people with these problems you can help.
  • Case studies (from clients you have so others can see how it is to work with you and its benefits)
  • Tripwires (or reports, ebooks, and whitepapers) on specific topics your audience may be interested in.

When developing these materials, focus on being helpful.

Ensure each piece has a clear call-to-action so readers know how to contact you for more information or schedule an appointment with your team. You may think this is obvious, but most MSPs don't have a good strategy.

By following these tips, you’ll soon have a library of high-quality content that generate leads while helping build trust among current and prospective customers alike.

Writing Style Tips For Msps

Writing content for MSPs is a unique challenge. You want the message to be engaging and informative, but you also need to make sure it can grab your reader's attention.

Unless you're doing co-managed services, the majority of people reading your content will have no clue about anything IT related.

That means avoiding too much jargon or technical terms wherever possible is a must.

Remember that simplicity is key.

When writing about complex topics, try breaking them down into simpler concepts so they can be easily understood by anyone who reads them. Keep sentences short and sweet - no one wants to read long blocks of text.

Make sure your tone matches the audience you're targeting. Informative, professional, and easy to read should be your focus.

Lastly, don't forget the power of storytelling!

People love stories because they can relate to them more than just facts alone – so use examples from real-life situations whenever possible and visual elements such as images or diagrams when relevant.

This helps illustrate what you’re trying to say, making it easier for people to grasp new ideas quickly and effectively.

With these tips, you should have no trouble crafting compelling content that resonates with your target market and encourages innovation within the MSP space!

Posting, Promoting, And Repurposing Your Content

Now that you have the content written and ready to go, it’s time to get it out there! Posting your content is just the beginning; promoting and repurposing it is essential for ensuring maximum reach for your MSP marketing.

Even though we started mentioning "written content," writing doesn't necessarily need to be the first step. You can go:

  • Written article > Video > Audio > Social Media.

Or you can also go:

  • Video > Audio > Written Article > Social Media.

Repurposing your content is key, and you should always repurpose your content. That means:

  • Your website article should be repurposed as short-form content for social media.
  • Your video content can be chopped into shorter videos for social media.
  • Etc.

One counter-intuitive thing about social media and content: Social Media Platforms want people to stay on the platform.

That means don't link your posts to your website, and don't embed Youtube videos into Linkedin, don't "cross-promote."

Keep each specific type of content in the platform it is intended to be created for.

They will find you and your website if they like the content and find it meaningful.

Utilizing these platforms will help your MSP build relationships with your target audience while increasing brand visibility.

Converting Leads And Measuring Success

Once your content strategy is in place, it's time to start converting leads.

As an MSP, this means leveraging the content you've created for marketing purposes and using it to attract customers.

The better your conversion funnel and sales process, the more leads you will convert. That means:

  • Make it easy for visitors to contact your MSP.
  • When they contact you, respond immediately and include some email and SMS automation.
  • Create the option to set up appointments with your team.
  • Create an email list for those that want to be in touch.

The key here is to focus on automation and speed – make sure you reach every customer at the right time.

What Is The Golden Rule Of Content Marketing?

The golden rule of content marketing for MSPs is that quality always comes first.

Your content should be relevant, useful, and engaging to your target audience. It needs to have value, appeal to their interests, and make them feel they're receiving something valuable in return for their time.

I know this may feel repetitive, but you must create content that makes readers interested and take action.

Think about how you can provide readers with something unique, such as an exclusive insight into industry trends or behind-the-scenes information about your company’s operations.

With this approach, you will ensure your content stands out from the crowd and resonates with customers who desire innovative solutions from their MSP provider.

Frequently Asked Questions

What Is The Best Content Marketing Platform For Msps?

Your website (articles, videos, guides, testimonials, case studies, and webinars), Youtube, and Linkedin are the best options for any MSP.

What Are The Top Content Marketing Types For Msps?

The topic tactics are those that focus on attracting bottom-of-the-funnel visitors. These are the ones that are looking for the services you provide. While they are the best, they're also the more competitive ones because this is what every MSP want: Talk to people that are almost ready to buy and looking for the services they offer.

How Can Msps Optimize Content For Seo?

When optimizing content for search engine optimization (SEO), MSPs need to take a strategic approach. You need to balance writing for users as well as writing for crawlers. That means looking at what's ranking at the top of the search engines and making it better than what exists.

If you want to know more, visit the MSP SEO page.

How Can MSPs Measure The Success Of Content Marketing Initiatives?


When it comes to content marketing for MSPs, measuring success is straightforward. If you have appropriate tracking in place, you'll be able to see the traffic to your website increasing from all your content marketing efforts including the traffic source.

It's that simple. 

With the proper tracking, you'll see what pages attract people to your MSP and how these pages contribute to your lead-generation efforts.

Google Tag Manager combined with Google Analytics is the most common solution for this type of tracking, where you can track events, leads, and conversions.


As content marketing specialists for MSPs, we understand the importance of creating an effective and comprehensive strategy to reach your potential customers. 

But content marketing alone is not going to help you grow your MSP; you need to combine multiple marketing initiatives to stay ahead of the curve.

If you want to know if we can help, contact us here.


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