The managed service provider (MSP) has long been the backbone of the IT sphere, providing organisations with reliable and cost-effective technology solutions. But with the managed services industry expected “to attain a value of USD 393.72 billion by 2028”, IT support companies would do well to expand their operations and reach a wider audience to stay competitive.
Content marketing is an easy way to accomplish this. By crafting content that speaks to your audience, you will be able to raise awareness of your services, pique peoples’ interests, and grow your public persona as a leader of IT support services.
An overview of content marketing
Content marketing is a form of advertising that requires businesses to develop and publish authentic, high-quality content for specific demographics. Content marketing can take many forms, such as eBooks, videos, podcasts, blog posts, infographics, and more.
It is important to note that content marketing should not be mistaken for social media marketing. While there is some overlap, the latter focuses on using social media to raise awareness of products or services. It is an avenue that can help you generate a dialogue with prospective consumers, whereas content marketing prioritises building your authority.
Why understanding your target audience is imperative for content creation
In order to create effective content, it is essential for IT support companies to understand their target audience – the people that will see the most value in their services. Knowing who your potential customers are will allow you to tailor your content to their needs and help you connect with prospective clients, saving you from wasting money and time on ineffective materials.
To identify your audience, you will need to know their traits, including:
- Their age and location.
- Needs.
- Interests and values.
- Their pain points.
- The industry they work in.
- Their products and services.
- Purchasing habits.
- And more.
Defining your target audience is easier when you develop a buyer persona – a fictional representation of your ideal customer. By creating a buyer persona, the content creation process will be streamlined, and the final product will appeal to the right group of people.
What are the benefits of targeted content for MSPs?
Targeted content can provide IT support companies with several benefits, such as:
Increased leads – well-crafted content should include a call-to-action (CTA) to encourage viewers to reach out and enquire about your business.
Improved search engine rankings – by optimising your content through search engine optimisation (SEO) practices, your content can improve your website’s visibility on search engine results pages.
Higher conversion rates – relevant content appeals to its target audience, increasing the likelihood that they will carry out the actions you want.
Enhanced brand awareness – share-worthy content helps to grow your brand’s presence in the public eye.
Increased customer loyalty – by consistently producing content that is helpful and informative, it shows your customers that you value them and are actively invested in their wellbeing, securing their loyalty.
Cultivate authority – up-to-date content demonstrates your knowledge of your industry and its trends, thereby showcasing you as an authoritative source in your niche.
How to create targeted content: 7 tips and best practices
Creating content is not as stressful as it may seem, particularly with the following best practices and tips:
- Conduct market research – gather data that symbolises your audience. This information will help you determine what content your audience will find relevant.
- Consider your content’s format – choose the format (article, video, etc.) that best suits your target audience’s preferences, location, and needs.
- Outline your content before creating it – determine the purpose of your content and what you want it to say. This will streamline the later creation stage.
- Use evidence (and credit your sources) – make sure that your content is accurate, well-researched, and supported by high-quality sources.
- Be consistent – make sure to post a mixture of time-relevant and evergreen content regularly to keep your audience engaged.
- Use visuals – where appropriate, leverage images, videos, and other visuals to make your content more eye-catching. Visuals can also condense information into digestible formats.
- Measure results – use analytics tools to track the performance of your content. This insight will allow you to see what your audience is interested in and help you make adjustments to your future content creation efforts.
An explanation of content marketing services and why MSPs need them
In IT advertising, content marketing services offer IT support companies a team of dedicated content experts that develop and launch content that resonates with audiences. These services can include keyword research, creating a targeted content marketing strategy, content creation, SEO optimisation, social media promotion, and more.
Content marketing services give managed service providers the ability to automate their output of content, allowing them to focus on their immediate projects while building authority on the side.
Partner with a content marketing agency that specialises in IT
By understanding your target demographic and creating content that enriches their lives, you can widen the scope of your brand and find new customers. At the same time, by addressing current customers’ pain points and fears through beneficial content, you can strengthen their loyalty to your business and increase your consistent revenue.
If you are unsure of how to create stellar content that will inspire your target audience to enquire about your services, get in touch with the IT content marketing specialists at LeftLeads. With their expertise in the IT industry and content creation, the team will be able to help you find your target audience, produce content that appeals to them, and solidify your standing as an industry leader.
