In today’s interconnected digital world, all marketing starts with content. Marketing successes hinge on the foundation of compelling and relevant content. Gone are the days of flashy advertisements and billboards. Today, MSP and technology consumers evaluate brands by their online presence and the first thing we look at are their social media pages, websites, and reviews. Content is no longer an afterthought. It is the heartbeat of modern marketing.
Content as the First Touchpoint
Imaging going to a brand’s website and not finding relevant and current content. Imagine visiting their social media pages and finding generic posts with little thought or engagement. Even worse, imagine visiting their social media pages and finding large time gaps and inconsistent posting. The response is immediate – next company please! Content serves as a credible first touchpoint in the marketing and sales journey. It captures attention and generates curiosity. It builds the first bridge between interest and the decision to engage further.
Relevant Content is Paramount
Relevance is the key to content success. Many marketing agencies, particularly in the MSP and technology space, are building generic content. I like to refer to this as “the lights are on” content. While it shows the MSP is operational and pushing content, it is not relevant and it is not helpful. Generic content quickly bores a prospect and it will not generate the curiosity needed to generate legitimate interest.
When an MSPs content aligns with the interests and needs of their ideal client profile, it creates authentic connections. This drives engagement, fosters loyalty, and builds authentic appeal to that ideal client profile. When that ideal client is searching for a new MSP, relevant content will drive them toward you and away from others including the incumbent MSP if one exists. Others with irrelevant or generic content fail to resonate and diminish their brand’s value.
Key Takeaways
Marketing starts with content and this content has to be relevant for continued success. Gone are the days when only select MSPs were pushing any content at all. Building a great ideal client profile and building relevant and helpful content for prospects in the profile serves as the first bridge to generate interest and curiosity. All of this generates interest in your brand and differentiates your MSP from others in your space.
About Blubird
Blubird is a marketing and lead generation agency with a focus on Managed Services Providers (MSPs) and on technology companies. With a laser focused approach to marketing and lead generation, Blubird brings quantifiable results helping businesses unlock their full potential with marketing, sales, and customer success.