Content marketing and thought leadership go hand-in-hand. Thought leadership positions your MSP business as an expert in the field, while content marketing spreads the word. By creating valuable ideas and publishing educational content that has relevance to your target audience, you help increase your company’s ROI. Thought leadership is one of the most successful business marketing tools used today.
Where to Begin
If you haven’t gotten started with thought leadership yet, the first thing to do is decide whether you want an in-house team or an outsourced professional firm for thought leadership marketing and disseminating information. Whichever method you choose, your thought leadership team needs the following members:
- Innovative idea generator
- Content creator
- Content editor
- Video and graphics designer
- Content distributor
- Target audience and content analyst
Best Type of Content
When creating content for your MSP business, don’t worry about how original it is, rather think about how well the content answers the questions your audience asks. Providing trustworthy, authoritative information to your buyers on a regular basis is what separates you from the competition. Publish on all the social media and channel outlets available to build your brand, establishing a trusting relationship with your readers.
To sum it up, the best types of content for thought leadership are:
- Providing solutions and evaluations of the significant problems that your customers face
- Thoroughly researching better methods of dealing with your customers’ problems
- Finding valuable insights that result in a positive impact for your buyers, above and beyond what your competitors offer
- Focus on MSP trends that are happening now and future changes in the industry
- Pique your buyers’ interest, making them want to know more about what you have to say and how your services can help them.
Repurpose Your Content
Once your content creator puts words to paper, your distributor can repurpose the content for the most exposure. For instance, you can repurpose a blog post into a podcast or a video. Another method is to take the information from several blog posts and turn them into an eBook or white paper. Your graphics designer can also create graphs and diagrams that your readers can quickly scan for relevant analytics and facts. Publishing analytical content strengthens the authority of your MSP business through your readers’ eyes.
Keep Up with IoT
At one time, publishing content involved print publications, newsletters, emails and website posts. Today, your content marketing and thought leadership strategies involve integrating mobile phones, tablets, smartwatches and other smart devices. The Internet of Things (IoT) is changing the marketing world and your marketing approach must change along with it.
Your thought leadership and content creation must work seamlessly with this new IoT reality. It’s important that your marketing team share this vision for creating valuable content that continuously flows across multiple platforms. Content must be personal, emotional, relevant, inspirational and, above all, valuable to your readers.
Analyze Thought Leadership Results
Once you implement your thought leadership and content marketing plans, it doesn’t end there. Analyze the results of your marketing plan to see if the information you publish is resonating with your audience. Keep track of your visitors, the comments on your social media posts, and if your content leads to conversions. Be willing to change the strategies that aren’t giving you the results you expect, and expand on the areas that lead to personal relationships and conversations with your audience.
Breathe new life into your MSP business with the powerful combination of thought leadership and content marketing. This dynamic duo will bring the value and authority of your business to the buyers who need you. Implementing these two strategies inspires your audience to act, moving along the buyer’s journey to the ultimate conversion.