An MSP business that has attractive personality can use this perception to positive effect. Even a bad singer is easy to listen to when they’ve got a good personality. Certainly, Tom Waits is skilled, but his voice sounds like a garbage disposal gargling rocks. Yet he’s poignant and interesting–his personality sells his music.
Tips on Injecting Personality into Your Content
If you’re going to have the right kind of personality, you’ll need to be careful that you strategically approach this tactic. Not all personality is amenable to your target market. Tom Waits is an alternative kind of singer; he wouldn’t work well in “pop” markets. As an MSP, your personality will be more attractive if it already reflects that of target clients. Accordingly, consider these tips:
Collect Data to Inform Content Production
Your MSP business needs to proceed based on an informed strategy. It makes sense to collect information internally and externally. What are your internal clients saying about you? How do they perceive you? What areas of the local economy do they hail from? What is their financial profile and what level of professionalism do they expect from you? Are they more casually interested in basic tech services or professionally concerned with top-tier IT?
Match Content Personality to Buyer Personas
The personality of your content must be brought into alignment with personas making up your target demographic. Figure out what they’re looking for and their own stylistic proclivities. Use that information to “flavor” content such that it is in alignment.
Take Appropriate Cues from Peers and Competitors
Peers and competitors in your local community will have their own personalities. Some will be more effective than others, and you’ll better be able to perceive them from your perspective beyond their internal operations. Learn from them, and apply those lessons to your own content design.
Personality in Content
When your MSP business has the right kind of personality, it’s going to resonate with target clients and be more likely to induce conversion. Learn from competitors and peers, match content personality to data you reap from buyer personas and inform overall content production with appropriate research. Such steps should help you reach “cruising altitude” in terms of content.