- Why Content is the New Currency Right Now
- Real-World Proof: From a Church to a $100M Book Launch
- Video, Authenticity, and the Zoom Call Test
- You Have to Monetize Your Content
- Water the Idea: Build Better Content Over Time
- Listen to the Full Episode
Why Content is the New Currency Right Now
Most MSPs are waiting to feel ready before they start creating content. That is the wrong move. Content is the new currency, and every week you sit on the sidelines is a week your competitors could be building trust with your prospects.
Think about anyone you follow online. They are not posting once a month. They are consistently showing up, providing value, and giving you a reason to keep watching, reading, or listening. You give them your time in return. That is a value exchange, and time is the most valuable thing your prospects have.
Here is the uncomfortable truth: the vast majority of people are consumers of content. That is not a bad thing. But it means there is a massive opportunity for the 1% who are consistently creating. As an MSP, that gap is even wider. Most of your competitors are not creating anything meaningful. You do not need to be perfect. You just need to be consistent.
“There’s a lot of speakers in the world. It’s easy to get lost in the shuffle.” – Steven
That applies directly to MSPs. You might be the best technician in your market. But if you are not creating content, nobody knows that.
Real-World Proof: From a Church to a $100M Book Launch
I want to use two examples that have nothing to do with IT, because that is exactly the point.
My church, Grace City Church here in Lakeland, Florida, has a full-time videographer. They are not a massive organization with a huge budget. But every Sunday there are graphics for the message, video highlights, emotional stories from their community groups, and previews of upcoming events. That consistent content output is directly connected to their ability to build a $32 million complex. When I started going there eight years ago, they were in a tiny rented chapel. Content is not a nice-to-have for them. It is how they grow.
Now look at Alex Hormozi. His books are not revolutionary. You can read one in a couple of hours. But he hit $100 million on a single book launch because he is an absolute content machine. Podcasts, videos, books, social media posts, all of it. That content, that currency, is what made the launch possible.
“You can’t get to that number without people buying into your name. But people aren’t going to buy into your name if you’re not covering all those bases.” – Steven
The same principle scales down to your MSP. At Alltek Services, when we went all in on videos, webinars, and events early on, it worked. Not because the market was starving for content then. It worked because nobody else was doing it consistently. That is still true in most MSP markets today.
Video, Authenticity, and the Zoom Call Test
Here is something I have noticed that nobody really talks about. When I jump on a call with an MSP and their video setup looks polished, nice background, a real microphone, good lighting, I already know they are growing from marketing before they say a word.
That is because their mind is wired to think about everything as content. A one-hour Zoom call with a prospect is content. If you look unprepared, that is bad content. If you look sharp, that is currency.
We now spend $3,000 a month to have a videographer come in once or twice a month. It is worth every dollar. When I flew out to Chicago to run a workshop, I brought him with me. Because content is currency and I am not leaving money on the table.
One regret I carry is a big project we did for Bonnet Springs Park, one of the greatest parks ever built. We handled a massive part of the technology. I did not have a videographer there. I did not get photos. I barely got a testimonial. That content opportunity is gone forever. That mistake will not happen again.
Steven made a great point here too. Something that feels totally mundane to you because you do it every day could genuinely change how someone thinks about their business. A keyboard shortcut. A simple IT tip. A behind-the-scenes look at your help desk. That is content. That is currency. Do not discount it just because it feels small to you.
You Have to Monetize Your Content
Creating content without a monetization strategy is a trap. There are YouTubers with hundreds of thousands of subscribers who are barely making any money. That is unacceptable. The goal is not just to create. The goal is to turn that content into revenue.
Here is where most MSPs fall flat. Their call to action is something like “reach out for a free network assessment.” That offer is so overused it has lost all meaning. The word “free” does not even register anymore.
Instead, get specific and conversational. Try something like: “Most business owners do not even realize they have 10 holes in their business that attackers can slip through right now. We have 5 free spots where we can find those holes and give you a plain-English breakdown of each. It takes real time, which is why we can only offer 5. Click below to apply.”
Notice what that does differently:
- It speaks directly to a fear the prospect already has
- It creates real scarcity because the time investment is genuine
- It requires the prospect to apply, which filters for serious buyers
- It matches the content they just consumed
When we did a podcast episode on social media management, I did not pitch all of MSP Camp at the end. I said if you need social media content for your MSP, you can start a trial and get it today. Specific problem, specific solution. That is how you turn content into closed deals. 😎
Water the Idea: Build Better Content Over Time
One of our core values at MSP Camp is what we call “water the idea.” The first version of any content idea is almost never the best version. You have to keep building on it, saying yes and adding to it, being willing to be critical and then constructive.
ScaleCon started as a simple idea to get our Grow Group members together in a room once a quarter. We kept watering it. It grew into a full event with speakers, videography, and a production we are genuinely proud of. The first idea would have been fine. The watered version was something special.
That same mindset applies to your content strategy. Your first video might not be great. Your first newsletter might fall flat. Keep going. Keep improving. The MSPs winning right now are not the ones with the biggest budgets. They are the ones who got started, stayed consistent, and kept watering the idea.
In a world full of AI-generated noise and inauthenticity coming from every direction, real content from a real person with a real point of view is more valuable than ever. Content is the new currency, and the supply of authentic human content is actually getting scarcer, not more common.
Listen to the Full Episode
Catch the full conversation between Taher and Steven Badorf on why content is the new currency and how to actually monetize it as an MSP.
If you want to start putting this into practice today, MSP Camp gives you done-for-you content built specifically for MSPs. Start a free trial and get paint on canvas without starting from scratch.
