How Many Times Should I Blog About a Particular MSP Topic?
Your blog, like most marketing, demands repetition if you want to get noticed. If you're going to show you're an expert, you need to provide enough information to do so. A single blog on a topic is just an idea; a series of blogs on a subject makes you an expert and defines your brand.
Your Blog is Part of Your Brand
The blog on your website serves a variety of purposes. It drives traffic, builds your authority, conveys your voice, and hopefully generates leads. Unlike your service pages, your blog is dynamic and should constantly be updated with topics designed to answer user intent, which answers problems businesses are having with their technology.
While your blog is a marketing tool, it also gives you the opportunity to be a little less formal, and be a little less salesy. Speak your mind, air your opinions, or show off your enthusiasm for certain topics that don’t directly apply to your MSP’s service stack. This personal touch, when done earnestly, can often help you build better relationships with your audience.
Moreover, when you update your website with new content, it signals to Google that your website is active. This gives the search engines a reason to crawl your site and index new information. When a web page is indexed, be it a blog or service page, it becomes available to be shown as a search result. It is this content that is triggered when someone searches for a solution to a problem. Most importantly, it gives your audience a reason to visit your site.
Why Should I Write About a Topic Multiple Times?
When we help a client with a marketing campaign or help them launch a new service, it often includes the creation of multiple blog posts about that topic. We’re often asked, “isn’t this redundant?” There is a reason why it takes more than one post.
Your MSP should explore the same topic multiple times based on how people engage with your website. It takes multiple interactions to gain your audience's attention. The goal of your MSP marketing is to break through the noise of your competitors and give potential customers a reason to take a chance on your ability to help their business. It might take several impressions (that’s when a user sees a blog post about a particular topic) before they click on one. It might take certain approaches to the same topic to garner an individual’s attention. In other words, the more you post, the more saturation you will get.
For example, if you are just starting to sell VoIP solutions, a blog post about the features of your new vendor and the benefits a company will experience is a great idea. You could produce one as a “buyer’s guide,” a list of questions to ask before pulling the trigger on a new VoIP system. A blog about the technical and financial differences between hosted and on-prem VoIP would be valuable too. Finally, a few posts with anecdotes about how YOU’VE set up your system and how it has improved things for you (or case studies from your clients) can really help seal the deal. All of these blog posts cover some of the same topics, but each one has a different approach and leads to a new opportunity to drive more traffic.
How Often Should My MSP Blog?
As often as you can.
Quality is better than quantity, but you need to be consistent. Our industry has a lot of topics to talk about. With major cybersecurity threats happening at a breakneck pace, to new ways to utilize technology to get more done, to tips, tricks, and tutorials, there is no end to what you can and should be covering.
Each blog can be a single stand-alone idea, or a blog can cover a wider angle. There is really no such thing as too much—as long as your content is relevant and valuable to your audience.
Let’s look at another example. Cybersecurity has become a huge topic for MSPs over the last couple of years, and for good reason. It’s a great foot in the door for clients who understand the value of their technology.
There is literally no end to the topics you can build content about when it comes to cybersecurity. Here are just a handful:
- Security best practices
- Spam Filtering
- Content Filtering
- Team Training
- 2FA and password management
- BYOD policies
- Active Directory policies
- Physical security
- News and cybersecurity developments
- Disaster recovery/response
...and so much more.
Each one of these topics can be broken down into dozens of different blog ideas, broken down into different industries you work best with, and combined with how-to and best practice posts.
That’s a lot of content!
Here’s the kicker though—not everyone will see that first compliance blog you post. Of those who do see it, not everyone will click it. Of those who do click it, not everyone will read it.
But your second, third, and fourth compliance blog posts might pick up some of those who didn’t get all the way into the first.
Lastly, are you taking advantage of other forms of content creation such as webinars, social media, and print materials? The more methods you use to share information with potential leads, the more opportunities you have to point them back to your blog. This, in turn, will drive traffic to your website, and traffic equals opportunities for lead generation.
Meet Your Leads Where They Are
Your prospects are searching online for solutions to the problems affecting their productivity and, ultimately, their bottom line. Your marketing aims to put your business upfront as the solution to their problems, and the best way to do so is by using your content to answer their questions. Since every business is unique, even if they face the same issues, their solutions may be different.
This means your content needs to address similar themes in different ways, and the only way to do so is to write about a topic multiple times. Moreover, you’re never going to know which blog resonates with your audience until you can see the results. If you only write one blog post, you significantly reduce your opportunity to connect with readers. By writing multiple blogs, not only do you increase your chances to connect with your audience, you establish yourself as an expert in the topic you’re discussing.
Not Sure If You Can Generate the Content Your MSP Needs?
MSP-focused content is essential to your business’ lead generation, and you need to have a partner who can create content that represents your services as an MSP and not a generic ‘tech repair’ shop. We can ensure your content is timely, of value, and provides the answers potential leads are searching for.
Our team strives to create content that is customized for your business’ area of focus and localized to your location because as far as Google is concerned, all search is local. One advantage of using our services to produce your content is that we ensure your content follows best practices for SEO, ensuring that your content is part of your marketing campaign and isn’t treated as an isolated component.
If you’re ready to take your content and how you market your MSP to the next level, call 888-546-4384 today to schedule a discussion.