Getting Started with MSP Content Marketing
Now that you have a good grasp on MSP content marketing and have decided whether or not you should outsource it let’s look at how to get started.
At Seota, we normally start a new piece of content with a content brief. A content brief is a document that outlines the specific details and goals of your MSP content marketing project. It is a way for the content creator and the client or marketing team to communicate and align on purpose, target audience, message, tone, and other important aspects of what is being created. A content brief serves as a roadmap for the content creation process, helping to ensure that the final product meets the intended objectives and aligns with the overall MSP marketing strategy.
Here are some common elements that may be included in a content brief:
Project overview: A project summary, including the purpose, target audience, and overall goals of what is being created.
Message and tone: The key message or messages that the content should convey, as well as the tone or style in which it should be communicated.
Format: The type of content that will be created (e.g. blog post, video, infographic, etc.) and any specific formatting requirements.
Target audience: A description of the target audience for the content, including demographics and interests.
Keywords: The specific keywords or phrases the content should focus on, if applicable.
Distribution channels: The platforms or channels through which the content will be distributed (e.g. website, social media, email, etc.).
Schedule: A timeline for the content creation process, including deadlines for drafts, revisions, and final approval.
A content brief can be a valuable tool for ensuring that the content marketing project is focused, aligned with the overall MSP marketing strategy, and effectively achieving its goals.
Step 1: Top Idea Generation
Create a list of topics you want to cover in your content. To get started, think about the following:
- What are common questions your customers ask?
- What problems do they have that your MSP could help solve?
- What trends or news stories concern them? (recent ransomware issues in your local market, regulations, audits, compliance and so forth)
Step 2: Know What You’re Saying
Before writing, plan out what you want to say. Decide what points you need to make and the key messages your content will convey. Doing this will help ensure that your content is consistent and on message.
If you don’t know about a certain topic, it would be better to research it completely before writing or to outsource it.
Step 3: Know Your Audience
This step is critical for content success. You need to know your audience and what kind of content will appeal to them.
Think about the following:
- What vernacular do they use? (formal, legal terminology, medical terminology, and so on)
- What topics are important to them?
- Where can you find them online?
Once you know this information, creating content that resonates with them will be easier.
Step 4: Focus on the Consumer Journey
Content should be tailored to each stage of the consumer journey. That way, you can ensure that your audience gets everything they need throughout their experience with your business.
For example, top-of-funnel content will introduce potential customers to your brand, while mid-funnel content offers more in-depth information on why they should choose your services. Bottom-of-funnel content should focus on showing them why they should purchase from you.
Step 5: Differentiate Content Types
Different content types will be better suited for different stages of the buyer’s journey. For example, blog posts are great for top-of-funnel content, while white papers and ebooks work well at the bottom of the funnel.
When creating content, mix up the types to keep readers engaged and ensure that you’re reaching your audience in the best way possible.
Step 6: Review, Measure, and Adjust
Content marketing isn’t a “set it and forget it” type of strategy. To get the most out of your content, you need to review the results and make adjustments if needed.
Look at things like engagement levels, website traffic, leads generated, and conversions to see how well your content is performing. If it’s not meeting your expectations, try different content types or topics to see if you can get better results.