You can find countless posts and articles arguing the merits of blogging. Plenty more stories offer tips on when to blog and how to maximize readership using keywords and optimized SEO, among other things. There’s so much noise out there about blogging and just about any other topic, including MSPs (“Managed Service Providers” generates over 24 million hits in Google Search), starting your own blog seems a waste of time and resources.
Why blog then? I’ll give you two good reasons.
1. Blogging clarifies your value proposition.
When a prospect asks you why he should choose your MSP over a competitor, you can probably list some differentiators, such as:
- Fast, reliable disaster recovery and business continuity
- Support for specialized Practice Management Software (PMS)
- 24/7/365 customer and technical support
While these are great and often essential features for your prospective customers, they aren’t unique. Your competitors probably offer similar capabilities.
But when you make yourself write 500 words on, say, your MSP’s disaster recovery process, you’re compelled to think about these things in more detailed and specific ways. And that ability to articulate your mission, strategies, and tactics could well be the deciding factor between you and a competing MSP.
As Bret Dayley said in the first post of this series:
- Providing customer evidence of past performance is by far the best method for building confidence with your target customer.
Blogging helps you get a better handle of that evidence, and it’s just one more way to communicate your value to those potential customers.
2. Blogging helps you begin and continue dialogues with others.
If you are already sharing content on Twitter or other social networks, you’ve probably introduced a link to a post with a comment like, “Some great #BDR practices here” or even “Do you agree?” Blog posts enable you to carry on conversations with your customers, prospects, partners, thought leaders, and even competitors in a more in-depth fashion.
Maybe you read a post discussing best practices in IT incident management and found many of them to be outdated and misguided, particularly for SMBs that are outsourcing the majority of their IT. Rather than grouse about it, why not write 500 words about why these best practices don’t apply to those using public cloud services like AWS?
Not only will your post strengthen your value proposition to you, it continues the conversation with others. And a good dialogue leads to greater understanding all around for everyone who cares about the topic.
An added benefit? You position yourself as an expert on this topic and someone worthy of trust. And as we discussed last week, a prospect that trusts and values your opinions will probably choose you over a similar company when they need an MSP.