An MSP blog needs to address things relevant to client interests with clarity, simplicity, brevity, and visibility. All these things require some level of sustainability, and it is key to maintain firm metrics concerning such efforts. If your blog is ineffective, it’s probably because you’re not doing a few things quite right.
SEO groups who provide marketing solutions for tech companies like your MSP will often advise a number of well-known best practices. Several include the following:
Be Sure to Publish Content on a Consistent Schedule
An MSP blog needs to have a familiar, consistent publication schedule. Readers should know when they can expect a new post from you. It’s better to increase your content production schedule than to decrease it. If you can put out three or four pieces a week, that’s good. Increase that production schedule as it’s appropriate to.
Ensure All Produced Content Is Properly Unique
Content shouldn’t be homogenous. No two pieces should be alike. If they’re similar, string them together in a series like sequels to look deliberate. Otherwise, try to make all content as unique as possible. You can cover the same issue a thousand times but come at it from another angle. Sometimes you just want to list facts, others you want to have a humorous element related directly to clients.
Calibrate Your Blog Toward Your Audience
What are the core issues your clientele face? What sort of things do they struggle with? Statistically, what services do they buy from you, and what real value do you bring to them? Answer such questions and use what you find in your blogs to be more relevant to clients.
Your MSP blog will be more effective at leading prospects to conversion if you calibrate it directly toward your audience, carefully design content to be unique, and publish your content on an appropriately consistent schedule.