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2025 is a pivotal year for Managed Service Providers (MSPs) wanting to make a bigger impact—and the data backs it up:

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MSPs must rethink their marketing strategies or risk succumbing to the pressure. Traditional approaches that once worked don't anymore. To stand out, MSPs must revisit how they communicate their value with a more contextual content marketing plan.

This guide explains why MSP marketing needs a fresh start this year. To get your content back on track, we'll discuss interesting content strategies such as skyscraper content, local SEO efforts, user-driven writing, and more. 

Write Blogs That Don’t Suck

Writing blogs that don't suck means doing more than just rehashing the same old stuff everyone else is saying. AI-generated content may be fast, but it's often unoriginal—in other words, a mashup of ideas already floating around online. As a brand, you'll be left with forgettable posts that don’t resonate with readers.

Interestingly, 71.3% of readers don't trust a publisher who uses AI content without full disclosure:

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Instead of going down that road, aim for blogs packed with fresh insights, actionable tips, and original perspectives. Do the work: leverage real research, share your own expertise, and add stories or examples that no one else can. That’s how you create content people actually want to read, bookmark, and share.

How to Write Engaging MSP Blogs: 5 Actionable Tips

Making your MSP blog work starts with your own knowledge and experiences. No one knows your industry like you do, so use that to your advantage. The lessons you've learned along the way are the perfect foundation for valuable, meaningful content:

1. Tap Into Your Own Knowledge.

Your expertise is your USP. Add value to your content with real-world experience and specific, actionable advice that stems from said experience. This will add authenticity to your blog—a fact customers appreciate. 

2. Keep It Simple, Keep It Relatable.

When it comes to technical topics, keep it simple. Avoid jargon and explain complex concepts like you're explaining to a six-year-old. The goal isn't to show off technical knowledge but to help your readers understand complex topics with ease. It gives them validation and a reputation for being approachable. 

3. Write Solutions, Not Information.

Your blog should go beyond offering a basic overview of a topic—there’s already plenty of that out there. Instead, offer insightful content that focus more on the "how" than the "what." This type of content helps readers to apply knowledge in meaningful ways—probably why 78% of writers prefer it:

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4. Write Valuable-driven Content to Hook Customers.

If you're only going to promote your services, your readership will suffer. Salesy content is of no value to customers—they want content that genuinely helps them solve their problems for free. 

Pro tip: Before you write the blog, ask: "Do I have something meaningful to share on this topic?" If you feel you don't, reconsider writing that blog. Your content should reflect the unique insights you’ve gained from your experience in the MSP industry—the idea is to tap into that and trust your instincts. When you write from what truly matters to you, you'll naturally build trust with your audience.

5. Get the Conversation Started

Your content shouldn’t be a monologue—it’s way more powerful as a two-way street. Your readers should be motivated to leave comments, ask questions, and share their own stories. A meaningful discussion builds trust and creates a sense of community around your brand.

Here’s the kicker: their engagement is your golden opportunity to shine. Answer questions thoughtfully, offer actionable advice, and sprinkle in your expertise. Try every effort to demonstrate that you’re the go-to resource they can count on.

What Is Skyscraper Content, and When Should You Use It?

Brian Dean, the founder of Backlinko, introduced the concept of skyscraper content. This SEO strategy is based on one simple idea: take the tallest building (or, in this case, the best-performing content in your niche) and build something even taller (read: better).

If we were to compare it, we'd say your content needs a competitive "content glow-up"—with bigger, better, and more attention-worthy writing and visuals.

Why does skyscraper content matter? It’s a strategy built to transform your content into a magnet for traffic, trust, and authority. By crafting something that’s not only better but more valuable than what’s already out there, you position yourself to:

• Earn credibility naturally: People link to what’s worth sharing—be that data, unique insights, or standout visuals.
• Turn competition into opportunity: Instead of competing head-on, you outclass existing content and draw attention to your site.
• Be the resource others rely on: When your content becomes the benchmark, it’s not just read—it’s bookmarked, shared, and referenced.

Let’s break down how to use the skyscraper technique:

Step 1: Spot Content That’s Already Winning

Start by identifying the most popular, high-performing content in your niche. You can use tools like Ahrefs, SEMrush, or BuzzSumo to analyze top-ranking blogs with strong backlinks:

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Pro tip: Focus on topics such as cybersecurity, cloud services, or disaster recovery that are highly relevant to MSPs.

Step 2: Build a Superior "Skyscraper"

Skyscraper content involves creating content that is better than top-performing pieces to get more quality backlinks. It’s like building a skyscraper—your content needs to be better and more valuable than the competition’s "skyscraper." To do this, all you have to do is improve on the content you have found. You can make it more detailed, engaging, and visually appealing by:

• Adding Unique Insights: Share fresh perspectives drawn from your MSP experience, like real-world tips or challenges your clients face.
• Including Original Research: Use your own data, client success stories, and industry-specific case studies to add credibility and depth.
• Enhancing Readability: Break complex ideas into simpler sections using short paragraphs, bullet points, and visuals like infographics as well as charts.

For instance, if the original content discusses "multi-factor authentication," create a step-by-step MSP guide. Include clear implementation tips, troubleshooting advice, and real-world examples from your clients to make it practical and engaging.

Step 3: Optimize for SEO

Your skyscraper content won’t perform unless it’s optimized for search engines. Start with a keyword analysis, focusing on the terms your competitors rank for. Incorporate these keywords naturally into your headline, meta description, and throughout your content. Use tools like SEMrush to fine-tune your strategy.

Step 4: Outreach That Converts

Once your content is live, identify the websites linking to the original piece. Create a personalized pitch explaining how your version adds more depth, actionable tips, and updated information.

For example, if the original lacked specific MSP use cases, highlight how yours fills that gap. Don’t forget to promote across your MSP’s LinkedIn, Twitter, and industry Slack groups to connect with potential clients and partners.

Step 5: Keep an Eye on the Results

Once your skyscraper content is live, keep tabs on its performance. Use tools like Google Search Console, Backlink Analytics, or Moz to track organic traffic, backlink growth, and keyword rankings.

If your outreach emails are landing in the void instead of inboxes, switch up your strategy. Use this data to refine your next skyscraper project and aim for an even better result with each iteration.

Leverage Local SEO to Become a Local Legend

While everyone dreams of ranking globally, your local market could be a goldmine waiting to be tapped. Local SEO helps you dominate in your own backyard as potential customers nearby find you first.

Here’s how to build a local SEO strategy that stands out in 2025:

Google My Business: Your Local Power Tool

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Your Google My Business (GMB) profile is, in a way, a local business card. Nearby customers will use it to find out who you are, what you do, and how to get in touch with you. You need to ensure your business's name, address, phone number, and business hours are always accurate.

Your secret weapons here are high-quality photos and positive client reviews. A fully optimized GMB profile will make your brand a local celebrity and improve your local search rankings. Why? Because search engines prefer businesses with solid local credibility. Plus, chances are, your niche will tend to be less crowded and, therefore, easier to rank on Google's first page.

Local Keywords: Speak Your Clients’ Language

When people look for MSPs, they often add their location—think “IT support in [Your City].” So, use location-based keywords in your content, meta descriptions, and headings to rank higher in local searches. Tools like Google Keyword Planner can help you discover the exact phrases local customers use:

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Get Listed Across Online Directories

Online directories help lead customers to your brand. Platforms like Google Maps, Yelp, Yellow Pages, and Apple Maps are great places to start. The rule of thumb is consistent details across all listings, including your NAP (name, address, and phone number). Consistency signals search engines that your business is trustworthy and relevant to local searches.

Build Local Backlinks, Create Connections

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Local backlinks are your credibility boosters. Partner with nearby businesses, sponsor local events, and collaborate with community blogs to earn quality mentions. The idea is to position your brand as a trusted and valuable part of your local community with backlinks playing their vital part. 

Ongoing Monitoring and Adjustments

Local SEO isn’t something you can set up and forget about. You need to keep tabs on how it’s performing. Use tools like Google Analytics and Google Search Console to track your progress. If something’s not working, don’t hesitate to tweak your approach until it does.

Pro tip: Building a strong local presence takes time, but the effort pays off as your business continues to grow.

Create Content That Speaks to the User’s Needs

Reading your clients' minds is a superpower no brand has yet. But we do have something close: Understanding the customer journey. With a solid grasp of how your customers interact with your brand, you'll be able to deliver what your customers need, exactly when they need it. 

When you know how your clients move through their decision-making process, you can meet them with content that fits at every stage. From the moment they realize they have a problem to the point where they become self-confessed brand advocates, you must create content that connects at every step of the way.

The customer journey typically follows five key steps:

Step 1: Awareness Stage: Spark Curiosity, Build Trust

At this stage, your potential clients are starting to realize they have a problem but might not fully understand it yet. They aren’t searching for your services—they’re looking for clarity. This is where you step in with educational and approachable content:

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Write blog posts addressing common challenges, create simple infographics, and produce videos that break down complex topics into bite-sized insights. Focus on being helpful and credible, not salesy.

Step 2: Consideration Stage: Guide Informed Decisions

Once clients identify their problems, they shift to finding solutions. Here's your chance to step in: Offer case studies, detailed guides, and webinars to showcase how your services address their challenges. Speak directly to their pain points and explain why your approach is the right fit. The aim isn't just to answer questions—it's to help them feel confident that you're the expert they've been searching for.

Step 3: Decision Stage - Seal the Deal with Confidence

Your client is on the verge of making a choice, and your job is to show them why you’re the obvious winner. Use testimonials, pricing guides, and success stories to back up your claims, which 39% customers love reading.

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Make the decision process simple and stress-free by providing clear next steps. At this point, confidence is key—show them they’re making the right investment.

Step 4: Retention Stage - Keep Clients Happy, Engaged

Getting a client is only the beginning of a (hopefully) long relationship. Keep your clients engaged with resources like troubleshooting guides, tips for maximizing their experience, and exclusive content tailored to their needs. Regular check-ins or newsletters will also help keep you at the top of your mind. Remember, happy clients stick around, and satisfied clients don't go shopping elsewhere.

Step 5: Advocacy Stage - Convert Customers to Loyalists

When your clients love what you do, they’ll spread the word. Leverage that goodwill by creating referral programs, highlighting their success stories, and giving them social media shoutouts. Their recommendations carry weight and can bring in new business faster than any ad campaign. Treat your advocates like the VIPs they are, and they’ll keep championing your brand.

The Secret to MSP Marketing: A Well-Defined Audience and Buyer Persona

Every MSP wants more sales. But here's the thing—do you actually know who you're selling to? Without a clear idea of your ideal client, your efforts might feel more like throwing spaghetti at the wall and hoping something sticks. That's where buyer personas come in. Jan Uwland, Director of Growth at Betashares explains:

Going beyond the surface with your personalization program starts with getting your data straight and in the right place. If you do this right, the rest is easy. Skip it, the rest is almost futile. If you can achieve a full picture of your customer in one place with all business properties and unified interaction history, then you're able to actually understand your customer and also implement it in the tools that you have available to you.

A buyer persona helps you get inside your customer's head (in a completely non-creepy way). It's a detailed, fictional profile that paints a clear picture of your ideal client, from what they care about to how they make decisions.

With a strong persona in hand, you can craft marketing strategies that speak directly to your audience, win over hesitant prospects, and even keep existing clients happy.

What Is a Buyer Persona?

A buyer persona is a portrayal of your ideal client, created with a little imagination and actual data. Think of it as your marketing team’s best friend. It answers key questions like:

• What does their workday look like?
• What problems keep them up at night?
• How do they prefer to learn about solutions—blogs, webinars, or straight to the point with a phone call?
• What matters most to them when choosing a service provider?

Armed with this knowledge, you’ll understand who they are and how to position your business as the go-to solution for their unique needs. And this isn’t just for marketing—share it with sales and customer service teams so your entire organization works in sync.

How Buyer Personas Impact Your MSP

Here's how buyer personas can directly impact your Managed Service Provider (MSP) business:

Marketing That Resonates

Buyer personas take the guesswork out of your campaigns. You’ll know what kind of content to create, where to post it, and how to phrase your message. Here’s how they help:

• Focus your content on your client’s actual pain points instead of guessing.
• Segment your email lists to send offers that feel tailor-made.
• Choose the right platforms—whether they scroll LinkedIn for business tips or dive into email newsletters during their coffee break.
• Refine SEO strategies by targeting keywords your personas actually search for.

Let's say your persona is a mid-sized law firm dealing with compliance headaches. You can create a whitepaper that explains how your managed services keep them audit-ready and promote it through the channels they trust most.

Sales That Connect

Sales conversations get a lot easier when you know exactly who’s on the other side. With buyer personas, your team can:

• Craft pitches that feel personal and solve real problems.
• Predict objections and counter them with solutions that hit the mark.
• Build trust faster by speaking your client’s language, not MSP jargon.

For example, if your persona values efficiency above all else, a sales call can focus on how your automation tools save them hours every week.

Customer Service That Builds Loyalty

Closing the sale is only the beginning. Your buyer persona helps you keep clients happy long after they’ve signed on. When your support team knows who they’re helping, they can:

• Offer solutions that feel custom-made for each client.
• Proactively address issues before they escalate.
• Use empathy and insight to deliver an experience that stands out.

Imagine a client whose top concern is uptime. Your team can send them monthly performance reports or quick-access troubleshooting guides to show you’re always thinking ahead.

How to Create Your Buyer Persona?

Building a persona starts with research. Interview your current clients, analyze customer data, and even check out competitors to see who they’re targeting. Once you gather enough details, ask questions like:

• What industries do they work in?
• What goals are they trying to achieve?
• What frustrates them about IT providers?

You might find you have multiple personas—for example, a small business owner looking for cost savings and an IT manager focused on scaling efficiently. Start small, then refine and expand your personas as you grow.

Pro tip: Don’t just create personas and tuck them away in a folder. Share them across your team so everyone—marketing, sales, and service—stays on the same page. Unified messaging builds trust and creates a seamless experience for your clients.

The learning: A strong buyer persona is a blueprint for connecting with your audience and building long-term relationships that grow your MSP business. 

MSP Marketing: Additional Tips for 2025

For us to be able to reach that audience and use over 1 billion Tiktokers or our Instagram community to help brands get their message across, capture their attention, and create that brand affinity where they will buy—moving from 19-day purchase decisions to less than a minute—that's what we're focused on. And that's what we want to continue to work on with our partners and our brands to really support that journey.” - Alastair Forbes, Senior Director, EMEA Head of Ecosystem & Alliances at Bazaarvoice

With the MSP marketing landscape constantly shifting, staying ahead requires a focused yet adaptable approach.

Here’s how MSPs can tackle marketing in 2025 without stretching themselves too thin:

• Use AI to Create Resonative Content: AI tools make brainstorming and drafting content easier. Use them for repetitive tasks but keep your unique voice intact. Let AI handle the groundwork while you focus on adding the expert insights that set your content apart.
• Repurpose Content Across Platforms: Don’t let a single blog post do all the heavy lifting. Repurpose it into an infographic, social media posts, or even a short video. Experimenting with formats ensures your content reaches clients in the way they prefer, while also getting more mileage out of your efforts.
• Keep an Eye on Video and Interactive Content: Video continues to dominate. Tutorials, client testimonials, and case studies resonate with audiences and create a personal connection. Interactive content like polls and quizzes also gets attention and boosts engagement.
• Monitor Marketing Trends and Stay Flexible: Keep an eye on emerging trends like voice search, chatbots, and hyper-personalized customer experiences. You don’t need to adopt every new trend, but understanding what’s relevant to your audience helps you stay ahead of the competition.

Transform Your MSP Marketing Strategies in 2025

2025 is your opportunity to sharpen your marketing game and stand out in the MSP space. Whether you’re creating content that helps, optimizing for local SEO, or building your online presence through backlinks, every effort counts.

At Gorilla Marketing, we understand MSPs—we’ve run one. With our firsthand experience, we know what it takes to connect with clients and drive results. We create tailored strategies that deliver measurable growth and stronger client relationships.

Ready to level up your marketing? Connect with us right away!