4. Take Institutional Knowledge And Put It On Paper

There's a lot of institutional knowledge within a solution provider, but techies are not always the best at putting that knowledge on paper, Powell said. He suggested getting the content writer to interview some of the company's best technical talent, asking questions about the coolest technology to work on or a big customer problem they have helped overcome. Those stories lend themselves naturally to marketing content such as case studies and success stories, he said.