Most MSPs say they want to “do more content”.
What they really mean is: they want more leads without more effort.
The problem is that content isn’t a single game. And if you don’t deliberately choose which game you’re playing, you end up losing by default.
You can’t out‑publish the big vendors.
You can’t out‑SEO the marketing agencies.
And you definitely can’t out‑shout LinkedIn influencers who post ten times a day.
So stop trying.
Choose a game that suits your strengths, your time constraints, and your audience. For most MSPs, that means depth over volume, clarity over hype, and trust over tricks.
The goal isn’t to go viral.
The goal is to be obvious to the right people.
Find the Two Formats That Give You an Unfair Advantage
Here’s a hard truth: you don’t need to be everywhere.
In fact, being everywhere is usually the fastest way to burn out and produce forgettable content.
What you need are two formats that:
- Feel natural for you to create
- Translate your real-world experience well
- Can be repeated without starting from scratch every time
For some MSPs, that’s:
- A short weekly LinkedIn post + a longer blog
- A quick Loom video + a written summary
- A webinar + chopped-up clips and quotes
For others, it might be:
- A checklist post
- A contrarian opinion
- A real client story (sanitised, of course)
The format matters less than the repeatability.
If creating content feels heavy every single time, your format is wrong.
When you find the right two formats, content stops being “a task” and starts being a by‑product of thinking.
Use Sharp, Contrarian Takes to Separate Yourself
Safe content is invisible content.
If your post could be written by any MSP, it will be remembered by no one.
This doesn’t mean being outrageous or deliberately offensive. It means being clear about what you believe and what you don’t.
For example:
- “More tools won’t fix your security posture”
- “Most MSP AI offerings are just PowerPoint”
- “If you’re still selling M365 licences without governance, you’re creating risk”
These kinds of statements don’t repel good prospects.
They filter them.
The right clients lean in because they recognise experience.
The wrong ones self‑select out.
That’s not a bug. That’s the point.
Build a Simple Workflow That Makes Content Easier
Content feels hard when it’s treated as a separate activity.
The trick is to attach it to things you’re already doing.
Here’s a simple workflow that works:
-
Capture ideas as you work
A client question. A repeated mistake. A frustrated thought. -
Dump it into one place
Notes app. Loop. OneNote. Doesn’t matter. -
Turn one idea into multiple outputs
- A short post
- A longer explanation
- A slide or image
- A short post
-
Let AI help with structure, not thinking
Use it to refine, summarise, or reframe — not to replace your opinion.
If content starts from lived experience instead of a blank page, it stops feeling like marketing and starts feeling like documentation.
Package It So It Pops (and Leads Somewhere)
Good content still dies if it’s badly packaged.
People don’t scroll looking for wisdom. They scroll looking for signals:
- Is this relevant?
- Is this worth my time?
- Does this person know what they’re talking about?
That means:
- Clear hooks
- Strong opening lines
- Simple visuals that stop the scroll
- A single next step
Not ten CTAs.
Not a sales pitch.
Just one clear direction.
“Read more.”
“Join the session.”
“Grab the guide.”
“Start the conversation.”
Content that goes nowhere trains people to do nothing.
The Real Advantage MSPs Forget
You already have the biggest advantage most content creators don’t:
You’re in the trenches every day.
You see what breaks. You see what works. You see what clients misunderstand constantly.
That’s not boring. That’s gold.
Choose your game.
Double down on two formats.
Say something real.
Make it easy to repeat.
Package it properly.
Do that consistently and you won’t just create content.
You’ll create gravity.
CIAOPS 