Marketing has many similarities to surfing. When the marketing campaign of your MSP company is successful and continuously producing high lead conversions at a high return on investment (ROI), there’s going to be a starting point, a point of highest success and a point where success starts to die off.
You’re looking for a continual upward spiral; you’re not looking for the effectiveness of your marketing campaign to taper off. However, there’s no way around it. Over time, as the second law of thermodynamics puts it, all systems of order “tend to chaos”. Unless, those systems of order are maintained.
Castles still exist from the 1500s and beyond. There are buildings that have been in continuous use over 2,000 years. How? They are maintained, they are cleaned and they are fixed continuously. When floors need sweeping, they are swept. When a window breaks, it is replaced. When a deck needs new wood, it gets new wood. In a sense, the property is continuously “updated.” Perhaps this is why they say cleanliness is the closest thing to godliness–it’s sort of a means of continually maintaining something beyond the restrictions of time itself.
The Content Application
The same ideals ring true for content. If you don’t continuously maintain content, it’s going to become stagnant, ineffective and antiquated. Your MSP company needs to take some hints from ancient builders whose structures still stand today. Build content that is as evergreen as possible and update it as necessary. You don’t have to totally write a new article when the old one can be given a contemporary spin and re-posted. To that end, three things to keep in mind as you go about updating your content include:
- Quality of content
- Included and added extras
- Keeping track of changes with proper analytics
Quality of Content
First, you need to examine the quality of your existing content. If you’ve written an article on Moore’s Law, which predicates technological doubling every 18 months in an exponential manner, then you likely don’t need to change much. You may just have to recirculate it and perhaps add one or two contemporary examples. The idea of such a piece would be to impress the reader how necessary MSP services are. Tech is always changing and upgrades will be a fundamental necessity at regular intervals.
Included and Added Extras
Something else that makes a lot of sense is including links to other similarly situated sites offering tech services that aren’t in conflict with your own and also providing readers with access to worthwhile technology resources.
Adding in extras like calculation apps and pricing models can also help revitalize and enervate your blog posts. Of course, you’ll need to know the restrictions of certain guest blogs and the like, but for the most part, extras are going to be a good thing and easy to add to an existing blog or to include fundamentally with a new post.
Keeping Track of Changes with Proper Analytics
All of this is academic if you’re not keeping numbers. You need to know how effective your blogs are and whether or not the changes you’re making are profitable or not. Profitability in this sense would be an increase in traffic where there was none or encouragement of more traffic pertaining to content that for whatever reason has begun to decline.
SEO solutions make tracking traffic online easier than it has ever been and this continues to become more user-friendly. With content solutions, you’re able to change and update things in a tangible way that can be measured so that you’re able to branch off in the most lucrative direction, continuously honing your augmentations.
An MSP company that is careful to continuously update its online content will likely see traffic begin to rise in a sustainable way. With written content, it’s advisable to average around 1.6 articles a day or about 50 a month. However, different levels of content production will be more or less appropriate for different companies. Work with professional MSP SEO providers to help you figure out what the best solution is and properly update.