According to Gartner, Inc., spending on information management and security is projected to top $114 billion this year, a 12.4 percent spike from 2017. For 2019, the firm predicts that number will reach $124 billion with information security set to make up approximately 30 percent of the broader cybersecurity market by 2022.
A good cyber security content marketing strategy is what attracts, engages and keeps the audience of your security solution or expertise coming back for more. It is a way to drive traffic online. This is done in various ways by linking to high-quality InfoSec articles through blogs or creating sites with news, podcast, or social media links.
If you’re like the vast majority of companies, you are interested in protecting your data from sources that seek to do demonstrable harm, and looking to secure your network.
But in doing so, it’s important to ensure none of your customers’ information gets lost along the way or put at risk by virtue of a poorly placed firewall rule or an unpatched server.
Putting in place a solution that can detect anomalous behavior (like strange login attempts and uncharacteristically high download rates) will help you out immensely and reduce the strain on both your employees AND your customers.
There are a lot of hungry people out there! With the growing rate of digital crime and cybersecurity, it’s safe to say that appetite for content related to information security will continue to grow.
Businesses who have ever done their own blog or website might be daunted by the prospect of managing and creating content for technology focused blogs and websites, but it isn’t simple. Writing for software developers is often a challenge for those who aren’t programmers themselves.
Creating content for cyber security experts may seem daunting if you don’t come from a technical background but the fact is here is what: even if you are not familiar with cyber security, you do need to learn more about it.
One of the most important principles of content strategy is ensuring that your business’s message is simple, direct and coherent. That’s why it always helps to ask yourself a few questions before beginning your content strategy steps. Here are some examples:
1. Who will be reading your content?
2. What problem will you be solving for your audience(s)?
3. What makes you unique?
4. What content formats will you focus on?
5. What channels will you publish on?
6. How will you manage content creation and publication?
However, technical buyers are not the only types of buyers you should focus on as a product manager . Yes, it’s important to acknowledge that technical buyers make up one of the main constituents in your committee , but it’s also important to remember that there are non-technical buyers to consider too ! Yes, non-technical buyers are important too! Almost as important as technical buyers! If you don’t have either we can help but remember that all types of buyers have different needs and we are happy to discuss them with you in detail.
Having a solid content marketing strategy that aligns with your marketing team’s mission to target your solution’s specific niche market can ultimately lead to remarkable results for your company. Through strategic content strategies, marketers can present educational and engaging material (like eBooks or webinars) that demonstrate what sets their brand apart from its competitors.
Content for B2B marketing should be carefully planned based on the solution your business offers to your target customers and topics that specifically demonstrate your business’s specialization.
- Cybersecurity content marketing is all about being an expert in the field and sharing your knowledge to prospective audiences: Relevant articles and blogs. Speaking at specific events and cybersecurity summits. Being interviewed by other media outlets (via email or phone) Give security news updates on social media and provide commentary on the issues of the day – in-line with your interview answers etc.
- Your cybersecurity content marketing should make your audience aware of the core security measures that are needed for everyday users of technology and how to prevent data breaches.
- As a cybersecurity content marketer, your role is to educate the public about the latest news and trends in the cybersecurity sphere so that they can remain secure from cyberattacks. A great way to achieve this goal without having to spend too much money is by utilizing social media platforms like Facebook as well as online forums (see next point).
What is Cyber Security Content Marketing?
Cyber security content marketing is the act of producing information security content in the form of blogs, whitepapers, videos or podcasts and trying to promote it in order to attract and engage an audience
Engaging with a potential customer of your cyber security product or service can be a process that takes time and effort. Whether you’re trying to sell to a big brand or a smaller business, the buyer journey is likely not short and sweet. You may have a host of different challenges to contend with that come from communication breakdowns, various competitors with similar services, ineffective negotiation tactics, continual follow-ups and more.
An effective content marketing strategy for cyber security is paramount in drawing key decision makers or IT executives like CTO, CISO, CIO, or security analysts etc. It entails learning about the market and creating articles, content, and blogs to advertise what you want them to know about your product.
Why is Cyber Security Content Marketing important?
Strategic cybersecurity content marketing can help identify, educate, and win sales opportunities to sell cyber security to CISOs, CTOs, IT security practitioners, SOC Managers/Directors, and other information security providers etc., related to your specific cybersecurity solution or service.
Any content marketing strategy worth its salt will consider challenging cybersecurity issues relevant to the personas of its target audience. Your content marketing plan should enable a CISO to find the business’s metrics to determine their needs and how to reach them.
For example, suppose you’re selling cybersecurity solutions or services to CISOs, infosec risk managers, CTOs and other decision-makers. In that case, your content messaging should establish confidence and trust to showcase the importance of addressing their industries, vulnerable to cyberattacks or vulnerabilities, and how use cases your cybersecurity solution can help effectively to mitigate various risks.
A winning cybersecurity content marketing funnel can help in getting:
- Leads
- Cybersecurity sales enablement
- Cybersecurity How-to and activation content for customer support
How to generate leads through cyber security content marketing?
In the purest of terms, lead-generating content marketing is a strategic marketing effort that focuses on creating and distributing interesting, engaging, and relevant content to attract and create leads from a predefined visitor persona.
How content marketing works in cyber security?
Awareness stage
Content marketing can be particularly effective in the Awareness stage of the buyer’s journey, where potential customers are just becoming aware of their cybersecurity needs and the solutions that are available to them. Here are some examples of how cybersecurity content marketing can help in the Awareness stage:
- Educational content: Providing educational content such as blog posts, articles, and guides that explain different types of cyber threats, their impact, and ways to mitigate them. For example, a cybersecurity company could create an article on “5 Common Types of Cyber Attacks and How to Protect Your Business Against Them”.
- Infographics: Infographics can be a great way to present complex information in a visually appealing and easy-to-understand format. For example, a cybersecurity company could create an infographic on “The Anatomy of a Cyber Attack”.
- Webinars: Hosting webinars where cybersecurity experts can discuss relevant topics and answer questions from attendees can be an effective way to educate potential customers. For example, a cybersecurity company could host a webinar on “Cybersecurity Best Practices for Small Businesses”.
- Social media content: Posting relevant content on social media platforms can help raise awareness about cybersecurity issues and the solutions available. For example, a cybersecurity company could share a post on “5 Simple Tips to Improve Your Online Security” on their social media channels.
- Videos: Videos can be a great way to engage with potential customers and communicate complex concepts in an engaging way. For example, a cybersecurity company could create a video on “The Top Cybersecurity Threats Facing Businesses Today”.
By providing valuable and informative content in the Awareness stage, cybersecurity companies can establish themselves as trusted advisors and begin to build relationships with potential customers.
Consideration stage
At this stage, buyers are actively researching and evaluating different solutions and vendors, and are looking for content that addresses their specific pain points and provides them with a clear understanding of the options available to them. For example “SOAR vs. SIEM: What’s the difference?”
Here are some examples of how cybersecurity content marketing can help during the consideration stage:
- Cybersecurity solution/use cases comparison guide/posts: Creating cybersecurity product comparison content for the consideration stage is important because it helps potential customers evaluate different solutions, save time, build trust, and make informed decisions. By providing valuable information and insights, companies can establish thought leadership, build trust, and ultimately drive more leads and conversions.
- Whitepapers and eBooks: Companies can create whitepapers or eBooks that provide in-depth analysis of specific cybersecurity topics or solutions. For example, an eBook that explains how to implement a zero-trust architecture or a whitepaper that compares different endpoint security solutions can help potential customers evaluate different options and make more informed decisions.
- Case Studies: Companies can create case studies that highlight successful implementations of their cybersecurity solutions. These case studies can showcase how their solution has helped other companies overcome similar challenges and provide proof of the solution’s effectiveness.
