A lot of MSP content out there feels recycled and forgettable. But your clients want someone who understands what they’re up against. They want clear, honest guidance from a partner who can simplify complex ideas and speak their language.
If you're leading or marketing a managed service provider business, your content needs to go beyond surface-level insights. It should reflect your expertise and position you as someone who can be counted on.
This article covers how MSP marketing can create practical, client-focused content with limited resources. It also breaks down how to stay consistent, pick the right formats, and avoid common mistakes.
Why MSP Content Marketing Deserves Your Attention
The managed services space is growing fast. The MSP market is expected to hit $1.04 trillion by 2033. As more providers enter the space, it becomes harder to stand out.
Selling right away doesn’t always work. People usually want something they can use. A tip, an answer, a way to solve something. That’s what they remember. In a space as complex as IT, clarity builds credibility. Here’s why MSP content marketing matters for MSPs:
- It helps attract more qualified leads by answering the questions your audience is already asking
- It offers better long-term value than one-off ads or cold calls
- It continues to deliver results after publishing, helping you stay visible without constant effort
If you rely on long-term clients, staying in touch without always reaching out helps. Even old content can do that for you, quietly in the background.
Starting with Strategy Instead of Topics
When coming up with an MSP marketing strategy, start by figuring out who you're writing for. Not just job titles, but what these people deal with every day. Think less “target audience” and more real-world scenarios.
- Say you’re working with a law firm. The content should touch on things like compliance, audit trails, and secure file access. In healthcare, it’s more about uptime, patient data, and privacy laws
- Don’t fall back on phrases like “SMBs.” That tells the reader nothing. Be specific. The sharper the focus, the more useful the piece becomes
Tone matters too. If your team talks to clients in an easy, straightforward way, your writing should reflect that. A formal voice isn’t always better.
Write like you talk. That’s what makes people stick around. It feels more real, and that’s what works when it comes to MSP marketing.
Choosing the Right Formats for the Right Clients
There are many ways to share your knowledge. The format matters less than whether your clients will actually read or watch it.
- A blog can answer something you get asked all the time or explain a tricky topic in simple terms
- Case studies are great for showing what changed for a client after working with you
- Short videos help when something is easier to show than explain, and they’re easy to share
- Infographics can break down steps, risks, or results in a way that’s quick to scan
- A short email with a tip or a link keeps people in the loop without being pushy
There's no need to use everything. Select a couple that feel manageable and align with how your audience prefers to learn.
Avoiding Challenges Most MSPs Face
If your content isn’t working for your MSP marketing strategy, chances are it’s hitting one of these common roadblocks.
1. Too much jargon
Your clients don’t want a tech manual. They want answers they can understand. Use plain language and focus on what matters to them.
2. Inconsistent publishing
Publishing once every few months won’t get you far. A simple monthly schedule beats random bursts of effort. Block time for it just like any other client deliverable.
3. No clear call to action
Even helpful content needs direction. What should the reader do next? Call you? Download a checklist? Book a meeting? Make it easy for them to take the next step.
4. Ignoring what works
Track what your audience responds to. If a blog on ransomware outperforms your cloud migration piece, that’s a clue. Double down on what works for your MSP marketing strategy and let go of what doesn’t.
How to Build a Content Engine Without a Big Team
Creating effective content doesn’t require a full-time writer or a dedicated video crew. What you need is a simple, repeatable process that matches your available time and internal resources.
1. Use what you already know
Start with the knowledge your team already shares with clients every day. Focus on the most common topics that come up in onboarding or support conversations. These can easily be turned into:
- Blog posts
- Short educational videos
- Client-facing checklists or templates
Your team already has the answers; content just packages them in a way that scales.
2. Use a monthly batch workflow
If time is limited, plan and create content in batches. One focused day a month can make a big difference. Consider using that time to:
- Outline three to four topic ideas
- Draft a blog or case study
- Record a short video or tutorial
- Schedule posts for social media
Batching reduces context switching and helps maintain consistency over time.
3. Repurpose across channels
Maximize your efforts by turning one core piece into multiple formats:
- Break a blog post into LinkedIn posts
- Summarize it in a newsletter
- Pull out key insights for a slide or infographic
This multiplies your visibility without requiring entirely new MSP marketing ideas each time.
4. Use tools for efficiency, not to replace your voice
There are several tools that can streamline content creation:
- Grammarly for editing and clarity
- Otter.ai for transcribing internal interviews or videos
These tools are meant to support your workflow. The final message should still reflect your expertise and brand personality.
5. Outsource where it makes sense
For many MSPs, a blended model works best. Keep your strategic thinking and core messaging in-house, but bring in external help to handle production tasks. You can delegate:
- Writing and editing
- Video editing or post-production
- Graphic design for visuals or social content
This approach helps you maintain control over your message while freeing up time for high-value work.
Conclusion
Content works better when it's steady and honest. Clients are more likely to listen when you're clear about what you offer and how it helps. Not everything needs to be polished. A blog or video that explains something plainly is often more useful than something full of buzzwords.
At Tactics Marketing, we work with MSPs to plan and create content that feels real. If you're looking for help getting that started or keeping it going, let’s talk.
Book a call today to see how we can support your next phase of MSP marketing.
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