A guide for MSPs and SaaS founders who want to attract clients not just educate them
You know your tech. You’ve solved complex problems, built systems that scale, and helped clients stay secure and efficient. But here’s the real question:
Can you talk about what you do in a way that actually drives demand?
If you’re relying on cold outreach or jargon-heavy case studies, you’re probably missing the mark. Sharing your IT expertise online isn’t just about teaching, it’s about building trust, starting conversations, and making potential clients think, “I need this.”
Let’s walk through how to turn what you know into content that builds momentum and brings in new business.
1. Start With What Your Clients Actually Care About
Hint: It’s not your certifications.
MSPs and SaaS founders often lead with tech specs “99.9% uptime,” “SOC 2 Type II compliant,” “real-time network monitoring.” All impressive. But prospects aren’t searching for technical proof; instead, they’re looking for peace of mind.
-
Instead of “We offer 24/7 monitoring,”
say: “Never wake up to a system outage again.” -
Instead of “We specialize in Azure migrations,”
say: “We helped a growing firm move 120GB of sensitive data to the cloud with zero downtime.”
Reframe your knowledge around client pain points and outcomes. That’s the first step to making your content resonate.
2. Use Storytelling, Not Just Stats
Even technical audiences respond to a good story. Share short case studies, client wins, or moments where things almost went sideways but you saved the day.
Real examples win hearts and minds:
- “How we helped a nonprofit recover from a ransomware scare in 3 hours”
- “The time we caught a data breach before it made the news”
- “Why our client’s cloud bill dropped 40% and what we did to get it there”
Your goal is to make someone picture themselves in that story, they’re more likely to reach out.
3. Choose Content Formats That Fit How People Learn
Not everyone wants to read a white paper. Some prefer a quick video, a how-to post, or a short email. Mix it up so your content meets people where they are.
Content Type
Great For
Example
How-to Blogs
SEO and education
“How to Know When It’s Time to Replace Your Firewall”
Case Studies
Building trust
“From Chaos to Calm: A CFO’s Take on Outsourcing IT”
Newsletters
Staying top of mind
Security tips, tech wins, or product updates
Short Videos
Breaking down complex topics
“Explaining Zero Trust in 60 Seconds”
Pro tip: Start with one blog or video idea, then reuse it in different formats. You don’t need to reinvent the wheel each time..
4. Be Consistent (Even If You’re Busy)
Let’s be honest your schedule is packed. But if you only post when you feel like it, you might look inconsistent or unreliable.
Here’s how to fix that:
👉 Set a simple content calendar
👉 Jot down 5–10 ideas at once
👉 Get help (yes, hire someone) to turn your thoughts into finished content
Showing up regularly builds trust. And trust builds demand.
5. Include CTAs That Actually Convert
Don’t just end your blog with “Thanks for reading.” Always give people a path forward:
- “Book a free 15-minute strategy call”
- “Download our onboarding checklist”
- “See how we helped [client type] get [result]”
Content without action is just education. And you’re here to grow.
Final Thought: You Don’t Need to Sound Like a Marketer
In fact, please don’t.
You just need to sound like a person who understands the real problems your future clients are facing and that you’re ready to help.
Turn your tech know-how into stories.
Turn those stories into conversations.
And turn those conversations into demand.
Want Help Turning Your Expertise Into Content That Converts?
We help MSPs and SaaS founders craft clear, human, and demand-driving content without the jargon or fluff.
Schedule a free content consult
Let’s get your ideas in front of the right people.
