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4 Types of Blog Posts You Should be Writing (and Prompts to Get You Started)

Posted May 9, 2017by Mary McCoy

4 Types of Blog Posts You Should be Writing (and Prompts to Get You Started)

Did you know that B2B bloggers generate 67 percent more leads? By now, you’ve probably heard about the many benefits of having a business blog. Quite frankly, you might be left in the digital dust if you don’t have one today. Blogging is a great way to create valuable content, reach potential clients and share your knowledge and expertise with your website visitors. So, don’t you want to get started?

Let’s be honest: knowing exactly where to start or what you should be blogging about does not always come naturally. The great news is, you don’t have to do all of the heavy-lifting yourself! To get your wheels turning, here are four key types of blog posts you should plan to write, as well as a list of questions designed to help you create content your target audience will actually want to read.

1. Evergreen

When content is evergreen, it will remain fresh and valuable for years to come. The two qualities that distinguish evergreen content are:

  • Timelessness
  • Relevance

Examples of content pieces that stand the test of time include how-to guides, personal stories, company FAQs, histories, posts about company views that won’t change, and a list of resources or examples.

There are some great benefits tied to producing evergreen content. For one, it will always stick with your audience and help you establish thought leadership. In addition, high-quality, timeless content will perform better in search engines, rank higher in search results, and drive not only more traffic, but a continuous stream of traffic and leads over time.

Questions you can ask to start brainstorming ideas for posts:

  • What are my prospects’ biggest pain points or work frustrations, and how can managed IT services or my unique selling proposition help?
  • What are the top five questions my sales team receives on prospect calls?
  • What are common reasons prospects DON’T want to do business with us, and how can we address these reservations?
  • What are the top security vulnerabilities that my technicians frequently discover when they conduct an onsite risk assessment?
  • What are my competitors blogging about, and would my prospects find that information valuable?
  • What myths or misconceptions do my clients or prospects have about technology and how can they correct them?
  • Are there any existing posts or content pieces I can provide a fresh spin on?

2. Timely

Timely posts, which focus on stories or events that are receiving a heightened buzz, tend to perform well. “Newsjacking,” or capitalizing on stories with mass public appeal and interest, is a common blogging practice that helps keep your posts on the pulse of what’s hot. Unlike evergreen content, these blog posts get the bulk of their views right after they’re published; however, they tend to get shared more than evergreen posts since they’re “in the moment.”

Questions you can ask to start brainstorming ideas for posts:

  • Are there any new security threats that my prospects and clients should know about, and can it be explained in a way that will make sense to them?
  • What parallels can I draw between companies that operate in a certain vertical like healthcare and popular TV shows, movies, or other pop cultural phenomena?
  • Are there any special holidays or awareness/appreciation days coming up?
  • What are top takeaways any CEO or key decision maker would find valuable from the last conference or peer group meeting I attended?

3. Local

This is one that all MSPs should star, circle, highlight, you name it. All IT is local. You need to write about topics that are relevant to your local community. This will position you as the go-to hub for your clientele. Showing a genuine interest or getting locally involved will help you gain exposure, trust… oh, and new customers!  

Questions you can ask to start brainstorming ideas for posts:

  • Are there any upcoming community events – like charity events or performances – that have generated local buzz?
  • How can I take an international news story (like a major data breach) and make it relevant for local SMBs in my area?

4. Helpful

The most important reason you are blogging in the first place is to help the small- and medium-sized business you serve or hope to serve. Always consider whether they would find value in what you are publishing. Your content needs to earn their trust. Provide material that helps key decision makers do their jobs better and more efficiently.

When you share educational posts, your audience will be more likely to return or subscribe to your blog. If they subscribe, that’s information you can capture and follow-up on. If they keep returning, that’s more chances to gather contact information later and position yourself as a respected business advisor. Lead nurturing and brand-customer trust both start with helpfulness.

Questions you can ask to start brainstorming ideas for posts:

Your Post is Live – Now What?

Promoting your new blog posts is huge. Remember to share your content after it’s live, because you can’t just publish and expect new visitors to find your blog. Sure, posts that are rich in content and incorporate the keywords your prospects are searching for will be more likely to appear in Google search results, but people are also using social channels as search engines when researching businesses. Tweet the link to your article with an eye-catching image and pose a question using hashtags like #IT or #cybersecurity to get in front of the right people.

Similarly, your prospects will gauge your value by the material you send them, and they don’t always go looking for your latest blog post. Consider including the link to your highest viewed post of the month in your next newsletter! By sharing your content via social channels and email marketing, you’ll increase visibility for your blog and attract more potential clients.

Download our guide to learn more game-changing content marketing tips!

Meet Mary! Mary McCoy is a Senior Demand Generation Programs Manager at Continuum, where she's worked for over two years. Mary has consulted with hundreds of partners, lending website, blog and social media support. Before that, she graduated from the University of Virginia (Wahoowa!) with a BA in Economics and served as digital marketing intern for Citi Performing Arts Center (Citi Center), spearheading the nonprofit’s #GivingTuesday social media campaign. Like her school’s founder, Thomas Jefferson, Mary believes learning never ends. She considers herself a passionate, lifelong student of content creation and inbound marketing.

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