Complete the IT Marketing Circuit with Content Lead Nurturing

IT marketingIT marketing is a described in many different ways. Some people think of it as a tunnel while others think of it as a pipeline. However, no matter what way you choose to describe it, the desired outcome is the same. You are after clients and sales revenue. Marketing involves the entire processes; from the start with lead generation, but it doesn’t stop there. Successful marketing plans know how to nurture leads to create a sale quicker and with greater revenue.

How Content Can Impact a Lead

Sharing information is an interesting way for your marketing team to interact with potential customers. It is a low-pressure interaction, which provides your prospects more details about why they need your services. The right content helps the potential client stay engaged and focused on your MSP business, and content is received better than just overt advertising. These feelings are helpful when trying to turn a mid-process lead into a sale.

Choosing Your Content

When looking to add content to your marketing strategy, the first step is to figure out your content. What are you trying to share with your leads? Here are some critical components to think of when choosing content for your IT marketing:

  • Relevant – The information you are sharing needs to be relevant to their needs. Tailoring the content to the type of managed services that you provide gives you better results. If your company focuses on IT security, your content should be focused on issues and solutions around that service.
  • New and original – Fresh information is key in keeping people engaged. Your prospects need to see that you are on top of your industry, and new information is critical to boosting a response.
  • Call to action – All of your content should finish with a call to action that is related to the topic. Without it, your prospects could easily miss the point of the marketing material. If your content fits with your business well, the call to action should fit naturally into the conclusion.

Choosing the Right Delivery Method

You can package up content in several different ways. Depending on the type of content and your target audience, some methods work better than others. White papers, interviews, and quick updates are all different options that could work well for your marketing:

  • White papers – White papers are very focused on details. When you have a great deal of specific information and a very technical topic, white papers are great. For the right audience, it provides great value. However, a white paper is very demanding on your prospect, as it takes a long time to read and understand.
  • Interviews – Conversations are seen as more informal. The technology to send videos and podcasts make interviews a more common method of content sharing. These interviews with important industry leaders provide new insights to your prospects. Keep it short and to the point to keep your audience engaged throughout.
  • Quick updates – For your very short attention span audiences, a quick briefing or update on what is going on in the MSP industry is all you need. Just a short piece on something new and relevant to your prospective client is all that is needed. Your goal is to come to the front of their mind long enough for them to seek out more information.


A lead can take months to become a sale, and that delay keeps revenue away from your business. By engaging and informing your prospects, you keep the IT marketing process moving faster. Content provides your clients with the information that they need to make their decisions while focusing on the services and products that your MSP company can give to them.

Jason Simons

Jason Simons

Jason and his brother, Daniel Simons own and operate the 36 year-old managed services company in San Antonio, Houston and Austin. ICS is a second-generation company specializing in managed IT services company in San AntonioManaged IT Services, VoIP, Video and Cabling for businesses. Jason grew up in the technology sector working summers and weekends doing everything from cabling to installing phone systems and data networks. In 1997, Jason graduated from Texas A&M University with a Business Degree in Management. From there, he began working in at the IT Support Houston location for ICS as the Operations Manager, then the Sales Manager, the Branch Manager and in 2008 became a 50% owner and partner with Daniel Simons. Jason specializes in IT services that allow Houston businesses to operate more efficiently, effectively and in a secure manner. Jason is a business owner that understands how to leverage IT services to improve your San Antonio organization and is not just an IT consulting technician who is attempting to operate a business.. Jason and Daniel have a profound focus on customer service with the pride of a second-generation family owned business. With IT Support offices in San Antonio, Houston and Austin, the ICS team is positioned to provide the highest level of IT and VoIP services to your organization. Jason is passionate about implementing their core values to build one of the Leading IT companies in Houston and San Antonio !