Striking the Balance: How to Achieve Quality and Cost-Effective Blogging for MSPs

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Blogging has become an integral part of any successful SEO strategy. It is an effective way to generate organic traffic, improve search engine rankings, and enhance brand credibility. However, many Managed Service Providers (MSPs) struggle to strike a balance between cost and quality when it comes to blogging.

In this article, we will explore how MSPs can balance cost and quality in their blogging efforts to achieve maximum ROI.

Importance of Blogging for MSPs’ SEO

Once you have taken the essential steps to optimize your website for technical SEO, content creation becomes the next biggest factor in determining your search engine ranking. Blogging is an easy and effective way to add fresh, relevant content to your website. Regularly updated content signals to Google that your website is active and relevant, which improves your search engine rankings.

Blogs allow MSPs to write about local topics and rank for localized search terms. For example, “Technology Challenges for Small Businesses in Vancouver”. By creating blog posts that address the needs and challenges of your local community, you can attract a more targeted audience and increase the chances of converting them into paying customers.

Organic Traffic is the Highest Earning Traffic

Organic traffic is the most valuable traffic for MSPs, as it is usually the highest converting traffic when it comes to generating leads. According to a study by BrightEdge, organic search drives 51% of website traffic, and B2B marketers see an average of 14% conversion rate from SEO efforts.

Blogs Rarely Show a Measurable ROI

Despite the benefits of blogging, it is rare to see a measurable ROI from blogs. There are several reasons for this, including issues with tracking, longer sales cycles, and reaching readers who are not yet in “buy mode.”

Then there’s the cost. Quality writing can be expensive, as it requires time, effort, and expertise. MSPs may choose to write blogs themselves, but this has an opportunity cost as they may not have the necessary skills or may need to divert time from other critical tasks. Alternatively, if they task someone within their company who is not a professional writer, the results may not meet the desired standard, and the process may be inefficient. Outsourcing to cheap overseas writers may result in subpar work and hidden costs due to revisions and lost opportunities to establish thought leadership.

How to Balance Cost and Quality in Blogging

To balance cost and quality in blogging, MSPs should consider the following:

  1. Set realistic goals: Define what you want to achieve with your blog and set realistic goals. For instance, aim for a certain number of leads, conversions, or rankings.
  2. Develop a content strategy: Conduct keyword and competitor research to identify topics that have the best opportunities. Develop a content calendar to plan and organize your blog posts.
  3. Use AI to get started: Chat GPT and other AI tools are great places to start and to cut through writer’s block. Save time by using AI to come up with blog topics and write blog outlines.
  4. Hire a professional writer: Consider outsourcing your blogging needs to a professional writing service like eBridge Marketing Solutions. eBridge has a proven process that allows for feedback from multiple stakeholders and has writers with expertise in managed services, data centers, hosting, and other IT-related topics.
  5. Optimize for SEO: Ensure that your blog posts are optimized for SEO by using relevant keywords, meta tags, and internal linking. This will improve your search engine rankings and drive more traffic to your website.
  6. Promote your blog: Use social media, email marketing, and other channels to promote your blog posts and increase their reach.

Final Thoughts

Balancing cost and quality in blogging is a tricky task. While it’s important to keep costs in mind, sacrificing quality can hurt your brand credibility and ultimately impact your bottom line.

While maintaining a blog may not show a measurable ROI, but it’s still necessary for SEO and organic traffic. Aim to create high-quality content that is both informative and engaging to attract your target audience.

At eBridge, we understand the challenges that MSPs face in establishing a successful blog. That’s why we offer professional writing services that help you get the most out of your blog while keeping costs in check. With our writer’s expertise in IT services, we can create compelling content that engages your audience and establishes you as a thought leader in your region. So if you’re struggling to balance cost and quality in your blog, reach out to eBridge today and let us help you take your content to the next level.

About the Author:

As eBridge’s VP of Operations, Devin Rose brings marketing expertise and an entrepreneurial knack to the eBridge team. Devin holds a Bachelor of Commerce Degree from Royal Roads University and a Marketing Management Diploma from the British Columbia Institute of Technology.

Posted June 7, 2023
Categories: eBridge Marketing Solutions' Blog, Search Engine Strategies (SEO & PPC)
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