Use Your MSP’s Website as a Knowledge Hub, Not a Sales Pitch

Your website is more than just a business card; it's a dynamic tool to showcase your expertise and build trust with potential and even existing clients. As you evaluate your website do you find it's laden with pages full of quality content, or is it more sales copy?

The key to unlocking the full potential of your MSP's online presence isn't just in the art of the sale—it's in the power of education.

Content is King

Educational content should be the backbone of your website. It's about enlightening your audience, not just selling to them. When you educate your readers through insightful blogs and articles, you're providing them with value. This approach positions your MSP as a thought leader, not just a service provider.

On the other side, there is copywriting—the persuasive force that guides your readers toward making a decision. While it aims to convert, it should not overshadow the educational content. Your goal should seamlessly blend with it, ensuring that when the time comes for your readers to make a decision, your MSP is at the forefront of their minds.

In other words, your website should use copywriting in your content marketing strategy to maximize the quality of your web content. Using engaging and interesting content as a catalyst for copywriting allows your website to retain visitors for longer periods of time, boosting the odds that they will sign up for your services.

Quality Content is a Great Marketing Tool

At its heart, content marketing only works when you provide quality content that is engaging and interesting. To engage your audience and draw them in, try these tips:

• Concentrate on quality. It should be clear that the purpose of your content is to provide value to your audience. If what you are posting has little or no value, the audience will grow disengaged and could navigate away from your website.
• Use proper grammar and sentence structure. Common grammar mistakes can distract your audience and make your business look unprofessional. Always give your work a good proofread before posting, or contact us for a review. Our professional content writers are versed in the many intricacies of the English language, and can identify issues with your content.
• Shoot for clarity and consistency. This goes along with the previous point; you should always be clear and straightforward with your audience. If something needs elaborating, make sure you provide the necessary information to help them get a decent understanding of what you’re talking about. Don’t just assume that the audience will know what you’re talking about. If you make a statement, back it up with facts and a sound argument. This will make your audience trust your words and see you as an expert in your field.

Effective Use of Copywriting in Content Marketing

When including copywriting into your content marketing strategy, there are several common pitfalls that you could fall into. Here are a few tips to help you make the most of your copywriting:

• Use gripping headlines. If the title of a blog article looks interesting, more people will click on it. For example, which of the following would you rather read? “4 Key Benefits of Server Virtualization,” or “Slash Your Operating Costs with a Virtual Server.” Probably the latter. Powerful verbs help to draw in the audience’s attention.
• Engage your audience and keep it simple. People don’t want to read articles that are filled with marketing jargon and complicated phrases. This can potentially steer them away from your brand and intimidate them. Talk to them like the human beings they are and use simple language that any audience will be able to understand.
• Be realistic. The goal of copywriting is to inspire trust in your brand. Be honest with yourself and tell the audience why they should sign on with you. There shouldn’t be a need to sell yourself as some legendary company. If your services are as great as you think they are, it will come through in your writing. If you have too much confidence to the point where it could be seen as arrogance, it can potentially scare off prospective clients.

Copywriting is Necessary, but Not In Excess

So, how much copywriting should be included in your content marketing strategy? The trick is to not overload your quality content with copywriting. Too many businesses seem to think that advertising is everything in their content, but that’s not necessarily how it should be. If you were the audience, what would you like to read; interesting content or sales jargon? Strive for a balance that educates, engages, and encourages your audience to take the next step with your MSP.

Writing for People, Not Algorithms

Yes, your content needs to be discoverable, but SEO—search engine optimization—should be the wind in your sails, not the entire ship. Write first for your audience, and the search engines will follow. After all, it’s the people, not the algorithms, who will decide to trust your MSP with their IT needs.

If you have taken away anything from this article, we hope that it’s that content writing and copywriting go hand-in-hand, and that there’s a delicate balance that must be upheld if you hope to reap the benefits of both. By balancing educational content with strategic copywriting, you're not just selling services; you're building relationships and establishing your MSP as a trusted advisor in the tech world.