What if your MSP was a media company in disguise? A simple mindset shift could be your secret weapon for standing out and winning new clients. Intrigued? Let me explain!

What do we Mean by ‘Media Company’?

I recently had a conversation with a chap called James Blacklock, and I was intrigued with what he does. James specialises in perfecting the messaging that is hindering businesses from attracting new clients.

It got me thinking. What if the real edge for MSPs isn’t just tech skills or pricing—but how well you tell your story?

You don’t need to be on TikTok doing silly dances (unless you want to—no judgement here). But you do need to start thinking like a media company.

Why Thinking Like a Media Company MattersTrust is built before the sales call
Your future clients are Googling you, checking your website, LinkedIn, maybe even your YouTube. If you’re silent—or worse, generic—you’re missing out.
You already have more stories than you think
Case studies. Migration wins. “Saves” when you rescued a client from disaster. Show people what you actually do, and how you make businesses better.
Media makes you magnetic.
The more helpful content you put out—blogs, short videos, even voice memos shared with your audience—the more your ideal clients lean in.

You don’t need fancy gear or a full-time content team. Just a commitment to consistency.

Pro tip: Start with a 3-month plan. One blog post a month. One short video every two weeks. Repurpose, repost, reuse. You’ll be amazed what a little momentum does.

How to Stand out as an MSP Media Company

I believe that the more progressive MSPs distinguish themselves from the rest by how well they present themselves online. 

They don’t stand out by how well they manage client tickets, or which technology stack they offer. That’s because you’re not just running an IT business anymore. You’re also running a media company.

We live in a world where attention is the most valuable currency. And right now, your future clients are scrolling, clicking, watching, and listening more than they’re responding to sales pitches.

What This Means for MSPs

Those progress MSPs are winning, and that’s because they’ve shifted their mindset:

They produce content regularly. Not “when they have time,” but consistently—like a publisher would.
They show up as humans. People buy from people. Clients want to see you, not just your logo. Personal posts, behind-the-scenes videos, stories—they build trust.
They repurpose smart. One podcast becomes a blog, a quote card, a short video, a newsletter nugget… you get the idea.

The MSPs treating content creation like a core business function, not an afterthought, are pulling ahead. Why? Because attention leads to trust. Trust leads to sales.

So what do you think? Is this an approach you can see working for your MSP? Let me know in the comments!

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