Has it happened to you that you forgot your car keys at a weird place at your home, and your mind keeps twitching “you know it’s somewhere here” but you don’t exactly know where.
And then you find them somewhere really obvious or at a place you thought you already searched?
Similarly, you must be trying to find a lot of content and marketing ideas for either your LinkedIn or your website blogs, but not able to find them?
No guesses.
Just like your car keys, the ideas for your content & marketing are weirdly close to where you are. But you’re not really looking there.
This has primarily been our experience while working with MSSPs or cybersecurity service companies.
The content ideation works very differently for product startups because they can essentially talk about the product a lot, and that in itself creates a good content volume.
But we have talked to multiple cybersecurity services owners and MSSP partners who grapple with this common question: “What should we really create content on?”
In this blog, I’ll share three very important and easy to use marketing tactics that any MSSP Marketing Head or Partner or Cybersecurity Services Owner can use to build a strong content engine for their business.
What are these 3 marketing tactics for MSSPs?
Get Your Discovery Call Transcripts To Work For You
My question to you before you say this is nonsense – “What all do you capture in the discovery call transcripts?”
Does it capture the SIEM and SOC problems your clients typically face in their security function?
Does it capture the troubles of in-house resources they face every once in a while?
Does it capture how they are looking for a trusted partner to provide MDR for growing organization?
If it does capture answers to these and many other such questions, then these transcripts are literally a content gold mine.
Let me give you 5 ideas that are straight-up references from your transcripts and are also perfect material for good conversational blogs on your website:
- Our biggest customer just sent us a 50-page security questionnaire. We need to prove our third-party vendors (like our CRM or payroll app) are secure & compliant. We don’t even have a list of all our vendors, let alone their SOC2 reports.
- Our COO almost authorized a $50k wire because of a convincing AI voice note. Our current email filter didn’t flag the email. We need better protection against attacks that don’t use this kind of social engineering?
- We found out a former employee’s account was active for 4 months after they left. No damage, but it scared us. We have no idea what’s happening in our environment.
- We have EDR, a cloud security tool, and an identity provider. We get alerts from all three, but we still missed a credential stuffing attack because the alerts are all siloed.
- Our insurance renewal is in 60 days, and they’ve added a requirement for 24/7 Managed SOC and MFA on every single service, including legacy apps. If we don’t have this, our premiums will triple or we’ll lose coverage.
The best way you can make blog posts and LinkedIn ideas out of your transcripts is to feed in your sales call transcripts (anonymously, if possible) into any of the AI models.
And you need to ask it to give you at least 10 ideas blog ideas and 3-4 LinkedIn post ideas from each of the transcript.
And then you can tweak the ideas based on your language and tone preferences, because well AI can’t do that perfectly.
Make Content from your Conference & Coffee Discussions
All of us have had conference discussions or coffee conversations that felt like they were worth posting on social media.
I’m not talking about the inconsequential conference updates or those catchup posts which only get you reactions, but don’t say anything about your busines.
I’m talking about those conversations which are quite hush-hush, at times controversial or dramatic opinions about your industry, or an opinion that could really make security sense for your clients.
But then we eventually forget about them.
Not because we don’t like the thought at that moment, but then the hesitation in our minds is still active – “what content can I make out of this?” or “how can I make this into good content?” or “will this work or not?”
Just for once now, you need to write down all such conversations that make a lot of business sense. Once you have them on paper, you need to ask bucket them into 2-3 categories:
- Industry Opinion (Controversial or Not)
- Technological Insight (Makes For A Good Discussion Angle)
- Can Help You Solve A Critical Client Problem
- An Interesting Fact That You’d Want To Share With Others
Once you categorize them well, you’ve done half the work.
Now one thing which will need a bit of deep-dive is to decide which idea is worth going on the website as a blog, and which ones you can share on social media channels like LinkedIn or Reddit.
You can ofcourse take AI help in that.
Once you have that figured, the writing is almost an easy part. Why?
Because you have literally all the aspects of whatever you want to write – blog, LinkedIn post, article, or Reddit post.
Typically, the ideas will segregated into these solely by a good logic on what you can write and how much detail you can provide.
And a lot of details for the particular piece of content, you can get from the AI chat, if you do it well.
When in Doubt, Search on Reddit
Recently, a COO of a global cybersecurity firm asked us – “What’s all this fuss about Reddit and how can it help in our marketing?”
You must have heard a lot about Reddit recently.
And specially in context of conversations around cybersecurity.
So, even after doing 1 & 2 above – if you think you’re short of content (which is very unlikely), you should go to Reddit.
Let me correct myself, you should go to Reddit, anyway. Even if the ideas 1 & 2 above work well for you.
Because Reddit is known to be the hub of good, unhinged and anonymous conversations about almost everything under the sun.
And specially on cybersecurity, IT and tech.
There, people ask the real questions they’d never put in a vendor RFP. And that’s exactly what makes it gold for you.
These are some interesting sub-reddits for cybersecurity:
r/cybersecurity, r/msp, r/sysadmin, r/pentesting r/MSSP
Spend thirty minutes just reading. Not posting. Not promoting. Just reading.
For example:
You will find threads where an IT manager at a 200-person company is asking: “Is it worth paying for a managed SOC or should we just buy a SIEM and hire someone?”
Or
You’ll find a compliance officer asking: “We need SOC 2 Type II but we’re a 40-person startup with no security team. Where do we even start?”
So, how should you use Reddit for content ideas:
Here’s a simple process that works:
Step 1: Pick 4–5 subreddits that your buyers hang out in. For MSSPs and cybersecurity service companies, the big ones are r/msp (188K+ members), r/cybersecurity, r/sysadmin, r/MSSP, and r/AskNetsec. Bookmark them.
Step 2: Every week, spend 20–30 minutes scanning the top posts and the “hot” or “rising” threads. You’re looking for questions and complaints.
Step 3: Copy-paste 5–10 of the most interesting threads into a simple document. Include the original question and the top 2–3 comments.
Step 4: Feed this into an AI tool and ask it to give you blog titles, LinkedIn post angles, and even an outline for each one.
The AI already gets the context from the Reddit thread – the problem, the frustration, the nuance. It’s a much better input than “give me blog ideas for an MSSP.”
Step 5: Write the piece with your own expertise layered in. The Reddit thread gives you the problem and some answers. Your experience adds more flavour to it.
One more thing about Reddit that most people miss.
Reddit threads also tell you how your buyers talk. The language, the frustrations, the way they describe their problems.
When a sysadmin writes “our MSSP basically sends us PDF reports nobody reads and calls it monitoring,” it’s really a cue to you about their pain points.
You could use a similar language and angle in your blogs, in your LinkedIn posts, and in your outbound messaging.
What are these 3 marketing tactics for MSSPs?
Let’s come back to where we started.
The car keys analogy wasn’t just to make a good opening. It’s quite close to what’s happening with most MSSPs and cybersecurity service companies right now.
You have discovery calls happening every week where prospects are describing their security pain in vivid detail.
You have conference conversations where industry veterans are sharing opinions that would make for brilliant LinkedIn posts.
And you have an entire platform – Reddit – where your buyers are publicly discussing their problems, comparing vendors, and asking for recommendations.
So, if you’re a MSSP or a Cybersecurity Services Company and you’re still figuring out “what content to produce for marketing your business”. Don’t fuss. Your content engine doesn’t need an extravagant budget.
It just needs better inputs. And those inputs are right where you are.
You just have to look.
