Good marketing can keep you in business; great marketing will get you ahead.
SMBs have numerous IT service providers to choose from, so distinguishing your MSP is crucial. Recently I read Welcome to the Funnel: Proven Tactics to Turn Your Social and Content Marketing up to 11 by Jason Miller, and I think this book is a great resource to help you improve your MSP marketing efforts and create content your customers will love. Here are some tips from the book that will help you take your content to a new level.
Create a successful strategy
Understanding your audience is crucial to creating useful content. In the book, Jason Miller points out that because marketing is rapidly changing, we need to become hybrid marketers. Hybrid marketers constantly change their views and goals to keep up with the competitive marketplace. To be successful in your MSP marketing, you can’t just focus on one type of marketing. You need to integrate different strategies to be successful. For instance, instead of only using email marketing you could incorporate social media, content like blog posts and e-books, and search engine optimization (SEO) to make a bigger impact with your marketing.
Miller also highlights three questions everyone should ask before creating content.
- Is the content helpful?
- Is it interesting?
- Will it inspire users to take action?
Focus on creating marketing content that would inspire customers to answer yes to all three questions.
Maximize your marketing content
One of my favorite questions from the book was, “What do content marketing and turkey have in common?” After Thanksgiving most of us have more turkey then we know what to do with. This is when we get creative and find different ways to enjoy the leftovers. Think about your content the same way. You’ve pieced together information that helps your customers understand a particular subject. Your content doesn’t have to stay in the original medium, though. If you created a white paper about email security, offer your SMBs a webinar covering the same topic. While it would be great if your customers paid attention to each content piece you create, that isn’t the case, so you don’t need to feel like you’re repeating yourself.
If you create one giant piece of content, you can divide it up into different pieces and cover different aspects of the topic. This is what Miller refers to as the “Big Rock.” An example would be an e-book or guide on email security. From that “Big Rock” you can create webinars highlighting the signs of specific threats, infographics highlighting statistics around email security, and blog posts about recent email security scams. The list goes on and on. Stretching your content will not only help you develop more content, but it will help you reach different audiences. Some SMBs will be interested in a webinar while others will respond better to an infographic shared on social media.
As an MSP, you should launch your “big rock” like you would launch a new service. You’re taking the time to develop all this content, so make sure you promote it! Create landing pages on your website to capture leads as people sign up for a webinar or download an e-book. Although you can, don’t release all your content right away. Space it out a little, such as every week or every two weeks. Creating the content and promoting it will be time-consuming but very rewarding.
Fuel your blog
While there are many noteworthy sections of the book, I was really drawn to the section on blogging. Your blog ties all of your content together and can direct potential customers to more information on your website. According to the book, different types of content tend to do better than others, depending on the day of the week. Maximize your blog’s potential by finding the right balance. Monday and Friday are more conversational days, so this is the time to have fun and post lists or how-tos. Tuesday, Wednesday, and Thursday are your substantial days to get your big ideas out.
Repurposing and using your content to fuel other formats will help both you and your customers. It will give SMBs the tools they need to avoid an attack or information they can use to operate more efficiently. Developing content this way will also enable you to stretch your topics out and have something to share on the back burner, making your marketing easier.
Welcome to the Funnel:
Proven Tactics to Turn Your Social and Content Marketing up to 11
By Jason Miller
157 pages. Heavy Metal Thunder Publications. $14.99
Have suggestions for what we should read next? Tell us which book we should read next on the MSP's bookshelf.