You’re not alone. Plenty of MSPs start with good intentions and stall when they don’t see immediate ROI. The truth? Content marketing can work for MSPs but only if it’s strategic, consistent, and tailored to your audience.
Let’s break down why so many MSPs struggle with content marketing and what you can do to turn things around.
1. It’s Too Generic
We see this one all the time:
“Why You Need a Backup Solution”
“What Is the Cloud?”
“Top 3 Reasons to Update Your Software”
These aren’t bad topics… but every MSP is writing them. And Google has already indexed a thousand near-identical versions.
Your potential clients aren’t looking for cookie-cutter content. They want answers to their problems, in your voice. Instead of generic posts, think about what your specific audience needs to hear. For example:
- “What Childcare Centres Need to Know About Cyber security”
- “Is Your Law Firm Protected Against the 2025 Ransomware Spike?”
- “5 IT Red Flags That Could Be Costing Your Medical Practice Patients”
That’s how you cut through the noise.
2. It’s Not Audience-First
A lot of MSP content is focused inward – talking about services, certifications, or tech specs.
Here’s the truth: your clients don’t care about your RMM tool. They care about how you’re going to make their lives easier.
Good content flips the focus from what you do to how it helps them. Think:
- Less: “We offer Microsoft 365 licensing”
- More: “Tired of losing files and wasting time? Here’s how we help your team collaborate better.”
Every blog, post, or page should answer this question: What’s in it for my client?
3. It’s Inconsistent or Ad-Hoc
Posting once every few months when you “get a chance” isn’t a strategy, it’s wishful thinking. Content marketing is a long game. It needs consistency to build trust, momentum, and SEO value.
We get it; you’re busy running an MSP. But just like patching a server, if you skip the maintenance, things break down.
What consistency looks like:
- One blog post per month (yep, just one!)
- Weekly LinkedIn posts drawn from that blog
- Repurposed snippets into emails or FAQs
You don’t need to be on every channel, every day. You just need a rhythm.
4. It’s Missing Strategy
Many MSPs create content because they “should” but don’t actually define the goal. Is it to:
- Generate leads?
- Educate clients?
- Build brand awareness?
- Improve SEO?
Without that clarity, you’re just publishing for the sake of it.
Content needs to be tied to your broader marketing strategy. That’s where things like content pillars, target personas, and keyword research come in. (Not as scary as they sound, we promise!)
So… How Do You Make Content Marketing Actually Work?
Here’s our peachy-approved approach:
- Start with your clients’ questions – Your inbox and helpdesk are full of them. Use those FAQs to inspire blogs and posts.
- Choose your channels wisely – Don’t spread yourself thin. If your audience is on LinkedIn, focus there. If you’re ranking locally, build SEO blogs.
- Batch and schedule – Set aside a day a month to write or review content. Or better yet, outsource it to someone who knows your space (oh, hey there!)
- Keep your tone human – You don’t have to “dumb it down” – just speak like a real person. That’s how you build trust.
Want Help Turning Your Content Around?
You don’t need another boring blog or copy-paste post. You need a strategy that reflects your MSP and speaks to your clients.
At Electric Peach, we build content strategies specifically for MSPs with clear goals, a friendly tone, and SEO baked in.
Need a fresh approach to content? Let’s chat. No pressure, no jargon. Just a quick call to get clear on what’s next.
