If your MSP content marketing stopped tomorrow, would anything on your site still be doing the heavy lifting for you six months from now?
Most MSPs follow a traditional content strategy—but very few build content that actually compounds over time.
Or would everything quietly fade into the archive?
That question is what forced us to rethink how MSP content should actually be built.
How Most MSP Content Strategies Work (And Why They Stall)
Most MSP content strategies start the same way:
- Weekly blogs
- Helpful topics
- Consistent publishing
And to be clear—that phase matters.
Blogs are how you:
- Prove topics
- Learn what MSPs respond to
- Build consistency and discipline
But at some point, something becomes obvious.
You’re publishing content…
But nothing is compounding.
Every blog stands alone.
Every month feels like starting over.
That’s not a writing problem.
That’s a structural problem.
When content isn’t structured intentionally, a few things happen:
- Search engines don’t get a clear authority signal
- Sales teams don’t have a “start here” resource
- Great insights get scattered instead of stacked
You end up with activity, not assets.
And activity doesn’t scale.
So here’s the question that shifted everything for us:
What if blogs weren’t meant to be the main event?
That’s where pillar-first content comes in.
Not as a replacement for blogs — but as the evolution of them.
Here’s the model we use now:
- Week 1: Publish the pillar
- Week 2: Publish a blog that supports it
- Week 3: Publish another blog that reinforces it
The pillar is the asset.
The blogs are support beams.
Same effort.
Completely different outcome.
Publishing the pillar first does a few important things:
- It gives search engines a clear authority anchor early
- It creates a destination for future content to link to
- It gives sales something substantial to send prospects
- And it lets your content build value over time instead of resetting every week
Instead of saying:
“Here’s another blog we wrote…”
You get to say:
“Here’s our complete guide on this.”
That’s a positioning shift — not just a content one.
What This Looks Like in Practice
Let’s say the pillar is:
How Can Business Leaders and Professionals Control IT Spending Without Compromising Security?
Then your blogs don’t compete with it.
They strengthen it.
- Blog: What Is SaaS Spend Management (and Why Do Businesses Struggle With It)?
- Blog: What Common IT Budgeting Mistakes Cost Businesses the Most Money?
Both link back to the main topic pillar blog.
Both reinforce the same authority signal.
Now your content stack works together.
This isn’t about doing content “right” or “wrong.”
It’s about moving from:
- Publishing for consistency
to - Publishing for compounding impact
Blogs still matter.
They’re just not the hero.
The pillar is if your content feels busy but not powerful, it may not be what you’re writing—it may be how your MSP content strategy is structured.
If you want examples of more pillar content for MSPs, check out this pillar authority guide Blog vs Pillar Content for MSPs: What’s the Difference and How to Use Both
What to Do Next
If reading this made you think, “Yeah… I don’t want to figure all of this out myself,” you’ve got options.
If you want your MSP marketing done for you, our team at CharTec builds and runs these strategies for MSPs every day — pillars, blogs, campaigns, and all.
If you already have someone posting content and just need proven campaigns and resources, you can join CORE (CharTec Online Resource Education) and use the same ready-to-go campaigns Brandi and her team put together for MSPs.
Either way, here’s the important part:
You’re showing up. You’re doing marketing. And that already puts you ahead of most MSPs.
The rest is just choosing how much you want to do yourself.
More Marketing Resources for MSPs:
Are you feeling trapped in a marketing program that doesn’t work?
You’re not alone. And you're not stuck.
You’ve been held back and now there’s a smarter way out.
Take advantage of our MSP Marketing Escape Plan
OR!
If you’re struggling to convert leads into sales.
Your Funnel Needs a Fix Not a Reset.
This isn't just about “more marketing.” It’s about fixing the parts that make sales possible.
Strategy. Alignment. Accountability. And finally traction.
Find out what high-converting MSP Funnels Actually Look Like.
