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Content marketing is one of the long-term strategies you must have in place for your MSP business. It’s an effective and reliable method to generate leads and grow your business. The effectiveness of content marketing relies on consistent blogging, backed by SEO efforts. High-quality leads come from engaging content to strengthen the quantity and quality of your website’s leads.
Unfortunately, blogging or content creation is not an easy task. It calls for a lot of investment in time and effort. Most MSPs that start a blog often give up a few weeks or months down the line. They do so because they don’t see immediate results. Others feel like they should spend that time doing something else to grow the business. For others, coming up with topic ideas that appeal to the audience is daunting.
Running out of topic ideas can be frustrating. However, before you give up on content marketing in its entirety, here’s what you can do to have regular content for your blog.
Content creation is an approach that allows you to identify the trending topics within your industry. It also saves you time because you don’t have to create content from scratch. Instead, you find relevant information to your audience from various sources and share it through your communication channels. In other words, you recommend other people’s content resources to your audience while crediting the original author.
Statistics show that only 5% of marketers don’t curate content online. 32% of those that do curate content daily, and 31% do it weekly. This should tell you how effective and workable this content generation strategy is. If you’re not already using it, there’s no reason not to get started. It comes with several benefits, including:
Google Search Console is a platform where you can submit your sitemap to Google and manage the indexing of the site’s pages. The platform provides a report, showing you how your site ranks for specific search queries and which ones it specifically ranks for. With this information, you can establish the click-through rates for each search query.
This reporting is a valuable source of content ideas. You can see the search queries that your website ranks high for and create more content around them. Google Search Console helps you identify the issues around a specific search and the modifications you need to make. For example, it gives you insights into the keywords and phrases that site visitors commonly use to get to your website. This is information you can use to optimize the content on your site by creating more blog posts around the high-ranking keywords.
SEO keywords are essential in helping your site secure a position on the first page ranking on Google. However, it’s crucial to understand the difference between short-tail and long-tail keywords, as their usage will help your blog stand out.
Short-tail keywords are the common search phrases that most people use when looking for information. They are also very generic, for example, IT services. Such a keyword will generate countless results, and given the competition, you may not rank high on the search engines.
Your best bet, in this case, would be to use long-tail keywords. They help to attract the attention of a more specific audience. They are not as popular as their short-tail counterparts but are more effective in content creation, especially for MSPs.
An example of a long-tail keyword could be “cybersecurity measures for small businesses.” As a highly specific keyword, it can help your site generate a lot of traffic from visitors looking for this service. Long-tail keywords give you content ideas that help you stay focused on specific issues so that you can provide high-quality answers to your audience. The real work lies in finding the long-tail keywords that are worth the effort.
If you already have an established audience for your MSP business, the service desk tickets can be an excellent source of content ideas. For every query raised, there must be a reason, which can ripple across multiple site visitors around the same time. When this happens, it creates what appears as a wave of similar issues all at once. An example is a cryptovirus that affects many of your customers when it attacks.
Pulling out a report from your professional service automation platform can help you to identify the trending issues. Do a data dump into Excel to include all ticket data and create a match formula to establish the most recurring terms. With the results you get, you can pick the issues that are highly in demand and create content around them. Doing this more often will ensure you have as many content ideas as possible for consistent blogging.
Heatmapping tools allow you to identify the areas of your MSP website that visitors spend the most time viewing. You may not notice it, but there is a behavioral instinct in site visitors to move their cursor over content as they view it. It happens even when they don’t have an intention to click on anything. This behavior, combined with their scrolling behavior, can give you some instincts into what they like about your content.
This sounds complex, but heatmaps are here to help. Looking at the heatmap of your services on your landing page will tell you about the crucial services to your audience. For example, if you find a lot of activity over the “Data backup and restoration” service, create a significant amount of content around it.
Creating a blog for your MSP website is one thing, but publishing content consistently is another thing. It’s easy to run out of ideas within the first few months, but this shouldn’t make you shelve this content marketing strategy. Using the above tips, you can always generate new ideas for your website.
However, even with these ideas, you may not have the time to invest in content creation. This is where digital marketing professionals come in to help. At Ulistic, we have a team that can come to your rescue. Contact us today, and let’s review your content marketing strategy to set you on a path that yields results.
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Stuart Crawford serves as Creative Director and CEO with Sebring, FL Ulistic, a specialty MSP Marketing firm focused on information technology marketing and business development. He brings a wealth of knowledge and experience pertaining to how technology business owners and IT firms can use marketing as a vehicle to obtain success.