If your marketing content isn’t pulling in quality leads, you’re probably talking about the wrong things.
Most MSPs go straight to technical features—“24/7 monitoring,” “cloud backups,” “cybersecurity stacks.” But here’s the problem: that’s not what your ideal clients care about, at least not at first. What they want are answers to their problems. They want to feel like someone understands what’s keeping them up at night—and can solve it.
So how do you find the right content to attract and convert your perfect clients?
Simple. You listen.
Start By Listening To Your Clients And Prospects
I’m going to tell you the most powerful content strategy you’ll ever hear, and it’s not from some marketing guru or AI tool. Ready?
Listen to your clients.
What questions do they ask you over and over again? What are their biggest fears when it comes to IT, cybersecurity, downtime, compliance, or even billing?
Every single one of those questions is a potential blog post, video, webinar, or email campaign.
Not sure what they want to know? Ask them. Yes, it’s really that simple.
- Send out a one-question survey to your clients: “What’s the one thing about IT you wish you better understood?”
- Schedule 15-minute check-in calls and just let them talk.
- Ask your techs what customers keep asking them during support tickets or QBRs.
Use Tools To Research What Your Market Is Searching For
Once you’ve gathered intel from your own list, take it a step further. There are free tools online that will show you exactly what your prospects are typing into Google.
Two of my favorites:
- AnswerThePublic.com – Plug in a keyword like “cybersecurity” or “ransomware,” and it’ll give you a full list of actual questions people are asking online.
- Google Trends – Great for identifying which topics are trending upward so you’re not wasting time on dead conversations.
Watch What’s Working For Your Competitors
Now, I’m not saying you should copy what other MSPs are doing—but I am saying you should keep an eye on them.
- What are they writing about?
- What social posts are getting likes, comments, or shares?
- What lead magnets or webinars are they promoting?
If you see a competitor getting traction with a topic, take that as a signal, not a threat. The smart play is to create something better: more detailed, more insightful, more valuable.
If they wrote “5 Ways to Prevent Ransomware,” you write “7 Ransomware Mistakes That Will Destroy Your Business (And How to Fix Them Before It’s Too Late).” Give your content more urgency, more practical takeaways, and a better call to action.
That’s how you win.
Focus On Solutions, Not Sales Pitches
Let me make this crystal clear: Your content is not your sales pitch.
When a prospect clicks on your blog or downloads your checklist, they are not thinking, “I wonder which IT provider I should buy from today!” They’re trying to solve a problem.
So solve it.
Answer their question. Give them a useful checklist. Explain something complex in simple terms. Provide examples. Share a story.
And then—then—you can tie in your service. But that comes after value, not before.
Create Content Once, Then Repurpose It Everywhere
Don’t feel like you need to be glued to your keyboard writing blogs every day. That’s not sustainable, and it’s not necessary.
Instead, create one solid piece of content each month, and then slice and dice it.
- Turn it into a video.
- Pull out a quote or stat and turn it into a LinkedIn post.
- Use it in your email newsletter.
- Include it in your QBRs or onboarding material.
- Turn it into a downloadable lead magnet.
This is how you get maximum ROI from every piece of content you produce—especially when you’re running a small team or wearing too many hats.
Be Consistent, Or Don’t Bother
If you’re only producing content once every six months, don’t expect results. Marketing is a momentum game. The more consistent you are, the more visibility, trust, and inbound leads you’ll build over time.
This doesn’t mean you need to write a blog every day. But you do need a plan. A simple calendar. A workflow. And someone (maybe you, maybe a team member, maybe us) who owns it.
Make it a habit. Make it part of your growth engine. And stop chasing shiny objects until you’ve mastered this.
Final Thoughts: The Right Content Attracts The Right Clients
Here’s what I want you to take away from this:
If you want to attract better clients—clients who respect your time, value your services, and happily pay higher fees—you need to earn their attention and trust before you ever get on the phone.
The right content, targeted at the right problems, presented in the right way, does exactly that.
You don’t need gimmicks. You don’t need to “go viral.” You just need to give a damn about what your prospects are struggling with and show them you can help.
If you do that consistently, they’ll come to you.
