Your MSP business will commonly have to produce large volumes of marketing content that has varying flavors to it. Naturally, sometimes sheer quantity produces a few pieces of quantity less qualitative than the rest. Sometimes, bad habits have become aligned with operations, and these need to be overcome.
Poor content is thin, has a focus on keywords, and doesn’t look at customer perspective over brand directive. Additionally, little or no unique insight comes from low-quality content. However, there are ways to buff up what you have and still re-use what can’t be fixed at least collaterally. Consider this three-step process:
- Determine what content should be
- Perform an audit of content
- When all else fails, use poor content as a basis for new content
Determine What Content Should Be
As an MSP business, tech targets and clients transition with time. As cloud computing has expanded into the private sector more and more, SMBs become increasingly involved with it, expanding your demographic. So, the content you design has to be upgraded periodically simply to match where the market is, over where it was.
At intervals, you need to sit down and figure out just what you’re trying to say with your content. Consultation with marketing agencies that provide things like SEO options for tech companies can help you avoid a lot of unnecessary experimentation.
Perform an Audit of Content
Once clear parameters have been established, the next step is going to be auditing what you’ve already got available. Sometimes content just needs a few tweaks to become relevant again. If it’s thin, thicken it out. If it doesn’t have relevant information, find where it’s lacking and add a link. A shift in perspective isn’t always difficult to build into content. Sometimes, you’ll have to get rid of outdated pieces, but not always.
When All Else Fails, Use Poor Content as a Basis for New Content
Poor content is an excellent template or starting place for new content. Sometimes, to fix up the old would require what’s essentially a total rewrite anyway. You can kill two birds with one stone, so to speak, by simply rewriting what’s already there. You’ll be done quicker and have a product that’s more relevant to your target market. Just because the content isn’t the best doesn’t mean it’s total trash.
Expanding the Surface Area of Quality Content
As an MSP business, you’re going to produce a lot of content, and unfortunately, human nature predicates a handful of lemons. But if you regularly take stock of marketing needs to determine what content should be, audit content based on those parameters, and fix what you can, you’ll be able to expand your surface area of quality content. If you can’t fix something, it can still be used as a basis for new content. An approach like this should increase your brand’s output and the effectiveness of engagement with clients.
