Does Your MSP Content Convince or Confuse?

I follow a lot of Managed Service Providers on social media platforms, so I see a lot of the marketing they put out. For most MSPs, their target audience is small business owners. However, I often see them putting out very technical content that I’m sure goes straight over the average business owner’s head.

Technical Content vs. Practical Content

For example, I frequently see articles about Azure and other technical topics. Don’t get me wrong – that type of content is great if other MSPs are your audience. But most small business owners don’t care about the ins and outs of cloud platforms. They want practical information that solves their problems.

This is why putting yourself in your prospect’s shoes when creating content is so important. I like to think about people I know when choosing topics. “Would my client Theo, who owns a landscaping company, find this useful?”. We have to bring our content down to their technical level and language.

Solving Their Problems, Not Yours

Small business owners are busy running their companies. They don’t care about what the latest Microsoft “Patch Tuesday” contains – they care about issues that impact their bottom line, like cybersecurity, using their tools, downtime, and limited budgets. Your content needs to be focused on solving their real challenges rather than what interests you as an MSP.

Listening to Your Clients’ Real Needs

It is important to truly listen to your existing clients and prospects. Pay attention to the questions they’re asking or the problems they’re bringing up. Sometimes, the issues they’re facing may surprise you.

For example, one of our Technibble Membership subscribers mentioned they were running into resistance from potential new clients who seemed reluctant to switch from their current (albeit mediocre) MSP provider. Even though our subscriber could offer a superior service, prospects were sticking with “the devil they knew”.

This gave us the idea to write a piece directly addressing that fear of change. By framing the article around the dangers of staying with an underperforming MSP long-term, we spoke to the prospects’ real concerns in a language they could relate to.

We pointed out how mediocre service could cost them lost productivity or add security risks, which helped show the benefits of switching despite initial uncertainties.

Always Show Them the Benefits

Business owners want to solve their problems; they need to believe you can improve their situation, and that’s how you win clients.

If you can demonstrate through your content how your services will directly help clients reach their goals, whether saving money, freeing up time or taking their business to the next level, you’ll get their attention.

If you need help with content marketing, we have one of the largest MSP content libraries that addresses clients’ and prospects’ real issues.