In 2008, Derek Brown founded Pronto Marketing and changed the marketing landscape with their syndicated MSP blogs. Soon after, Kutenda, a rival that had previously offered internet marketing training, fired back and started a done for you blogging service. Since that time more syndicated blog providers have jumped into the market and have swept through the IT community at a break neck pace.
With these services rapidly reaching a saturation point, many MSP businesses are starting to question their viability. Therefore, this article attempts to compare the pros and cons of syndicated blogs.
Pro -Cost Advantage
When you compare the cost of the average website/syndicated blog bundle against just about any other type of marketing there is no contest. Syndicated MSP blogs are the cheapest solutions in the IT marketing community and this is one of the reasons that these types of services have seen explosive growth among managed services providers in the U.S. and throughout the world. There is no question that Syndicated blogs have a clear cost advantage.
Pro -Counts as an Update
It’s true that a syndicated blog must be marked ‘no find’ and ‘no follow’ to avoid being counted as duplicate content. While this may lead many to conclude that syndicated blogs have no internet marketing value, they would be wrong. The truth is that a syndicated blog post is not indexed by Google so there is no SEO credit given for keywords etc. However, we believe that these MSP blogs do count as an ‘update’.
Pro -Quickly Adds Content
Lastly, many small MSP businesses just don’t have time to populate their website with content. For these companies, turning to a syndicated MSP blog provider will at least fill out their website with content. This can help make the company look bigger than it really is and possibly give off the illusion that the executives are thought leaders.
Con – Deliver Little Value
While syndicated blogs now hold the cost advantage they don’t return much value in terms of attracting visitors to your website or generating IT sales leads. Since these MSP blogs are not indexed this means they can’t help an MSP website get top ranked in Google.
Con – Low Value Update
While Syndicated blogs do service as an update, the value of these updates is minuscule. Therefore, just betting on syndicated MSP blogs to help your business climb the internet ranks is a false hope. In the past, when few if any IT providers posted original content Google was forced to pick the top ranked IT company from a pool of syndicated blog users. This often created the illusion that syndicated blogs could help a computer business website get top ranked.
Con – Duplicate Content
One of the dangers of using Syndicated content on your MSP blogs is because it makes your MSP business look like every other IT provider in the region. This may not be a good idea at a time when most IT support providers are having to defend their prices against a growing view that their services are a commodity. Most computer consultants in this marketing are scrambling to do everything possible to differentiate their business model and make their brands appear to be unique so they can justify better margins.
In conclusion, it appears that it’s safe to say that syndicated blogs don’t pose a dire marketing threat. We have also concluded that there is some small internet marketing value to posting syndicated blogs in the form of registering as an ‘update’. Since most of these syndicated MSP blogs come bundled with an MSP website the cost is more than justified for just the website itself. IT providers should have the view that the syndicated blogs are just a very low value add. Every IT provider should know that getting a website bundled with a syndicate blog won’t get you top ranked or help generate IT sales leads by itself. It’s a good idea to combine theses website bundles with other internet marketing services like getting Original MSP blogs.