You need to incorporate strategic maximization of content for greatest ROI, and reliable sustainability. Your content needs to be easy to find, and it’s got to engage target markets–obviously. The best way to do this will be to use known tactics and MSP marketing strategies which have a track record of being effective.
A good idea here is to work with SEO groups that focus their core outreach around providing effective solutions for clients in the IT industry–specifically MSPs. What they’re going to advise you will likely follow these approaches:
Map Customer Journeys and Personas As Closely As Possible
Your MSP marketing team needs to be informed by a plan directing potential clients toward desired outcomes. The idea is to keep as close an eye as possible on existing clients and collect data on their transition from awareness, through consideration, to conversion–the primary points of the sales funnel.
When this buyer’s journey is calibrated to match personas made from an amalgamation of data, there’s a higher likelihood of engagement with content targeted to varying points in the sales funnel.
Data Collection Must Yield Strategy Direction
Collection of data shouldn’t result in a stockpile of unused information. You’ve got to use that data, and if you’re not using it, perhaps shift focus onto that which is usable. Information is instrumental in effectively directing strategy.
Test Marketing Efforts, Alter or Simplify as Appropriate
Once you’ve mapped customer journeys in alignment with personas built from data effectively applied, you’ve got to test the effectiveness of your marketing strategy. Sometimes you’re low-balling things in terms of engagement, sometimes you’re too technical. There’s a happy medium which may require some level of simplification.
Getting the Most from Your Content
Your MSP marketing will likely be more successful if it’s informed by data, streamlined appropriately, built around continuous collection of relevant information, and put together into a buyer’s journey matching buyer personas.