While the importance of cybersecurity marketing cannot be overstated. You cannot measure the success of these tactics without a solid cybersecurity PR strategy.
Personalization in marketing is essential for success. As a result, you must coordinate marketing efforts so that you can tailor your messaging to each customer sector. By strategizing your cybersecurity marketing, you can also determine where to allocate your marketing resources best to increase conversions and sales.
In this article, we’ll dive into a few things that are necessary for a successful cybersecurity content marketing strategy. First, let’s look at cybersecurity and examine why cybersecurity companies need to have a proper plan.
What is cybersecurity?
Cybersecurity can be described as the practice of protecting computers, servers, mobile devices, electronic systems, networks, and data from malicious attacks. It is a term that is used in a wide range of contexts and broad categories, from mobile computing to network security, application security, information security, disaster recovery, operational security, business continuity, and end-user education. Cybersecurity is also referred to as information technology protection or electronic data security.
People typically believe that government organizations and large corporations are the most prominent targets of hackers and cyberthreats. However, while these are incredibly lucrative targets, it can also be challenging to hit them where it counts.
In reality, the majority of hackers are opportunists. They’re looking for valuable targets, but they also optimize their practices to take advantage of low-hanging fruit. For this reason, small businesses actually make the best targets for the average hacker. They have access to money and data, making them potentially lucrative targets. However, they also have much weaker defenses.
What is cyber security content marketing?
Cyber security content marketing is creating and promoting information security content in the form of blogs, whitepapers, videos, or podcasts to attract and engage an audience.
Engaging with a potential customer for your cyber security product or service can be a time-consuming and labor-intensive process. There may be various challenges resulting from communication breakdowns, various competitors offering similar services, ineffective negotiation tactics, constant follow-ups, and other factors. Whether you’re trying to sell to a large corporation or a small business, the buyer journey is unlikely to be brief.
A good cyber security content marketing strategy is one that attracts, engages, and keeps your audience returning for more. It is a method of increasing online traffic. You can do this in various ways, including linking to high-quality InfoSec articles via blogs or creating websites with news, podcast, or social media links.
If you have a cybersecurity firm, your clients will come to you primarily because they want to protect their data from sources that want to do demonstrable harm, as well as secure their network.
For this reason, it is essential to ensure that none of your customers’ information is lost or compromised due to a poorly placed firewall rule or an unpatched server. Putting in place a solution that can detect abnormal behavior (such as unusual login attempts and unusually high download rates) will significantly help with this. This reduces the strain on both your employees and your customers.
With the increasing rate of digital crime and cybersecurity, it’s safe to say that demand for information security content will continue to rise.
If you don’t have a technical background, creating cyber security content may seem daunting. However, while it’s essential to have technical buyers, you should also consider your non-technical buyers. Depending on the price point or nature of your solution, cyber security decision-makers may include the CEO, the board, the general counsel, and the head of a risk management department. This is in addition to more traditional roles such as the CTO, CISO, CIO, or security analysts. Given the size of the industry, your content marketing strategy should be tailored to the specific buyers who are essential for your solution, as well as topics that demonstrate your particular specialty.
A solid content marketing strategy that aligns with your marketing team’s mission to target your solution’s specific niche market can generate remarkable results for your company. Marketers can use strategic content strategies to present educational and engaging content (such as eBooks or webinars) that demonstrate what differentiates their brand from competitors.
B2B marketing content should be carefully planned based on your company’s solution and topics that specifically demonstrate your company’s specialization.
Here are some other considerations that need to be taken into account:
- Sharing your expertise in the field with prospective audiences is central to cybersecurity content marketing. Once you’ve developed expertise in the cybersecurity niche, educating your audience is one way that you can connect with potential customers. You can do this by writing articles and blogs that are relevant. Alternatively, you can take up opportunities to speak at various cybersecurity events and summits, have media outlets interview you (via email or phone), and provide security news updates on social media, as well as commentary on current issues.
- As a cybersecurity content marketer, your job is to inform the public about the latest cybersecurity news and trends so that they can stay safe from cyberattacks. Your cybersecurity content marketing should educate your target audience on the fundamental security measures required for everyday technology users, as well as how to prevent data breaches.
- Using social media platforms to connect with your audience can help you create positive long-term relationships with potential clients. Setting up an account on platforms such as Facebook and other online forums is a great way to achieve this goal without spending too much money.
Important elements of a successful cybersecurity content marketing strategy
1) Discover your buyer personas
Keep in mind that cyber security content marketing is in high demand and it’s a highly competitive industry. Due to the high cost of data breaches, companies that help with protecting critical business functions are no longer a nice-to-have add-on for a brand. Rather, they are an essential part of a growing company’s essential needs.
Much of your competition has most likely already risen to the challenge of creating unique marketing content. The best way to gain a competitive advantage over your competitors is to focus on your most ideal customers.
This requires the creation of buyer personas. Creating a buyer persona is similar to writing a novel in which you create fictional customers who may or may not exist in real life. In this case, you’re developing a hypothetical identity to represent the type of customer who is most likely to consume the content you produce.
To begin creating your buyer personas, look back at your previous customers and see what kind of content or products they once consumed or purchased from you. This may require a few additional steps:
- Investigate what type of content readers prefer, whether technical or humorous.
- Choose whether or not to target CEOs, CTOs, and CISOs. Consider other security roles such as developers, security analysts, and middle management.
2) Place each buyer persona in the appropriate stage of the buyer journey
Conducting keyword searches is another critical aspect of persona development. With the right search strategy, you can identify the keywords that your buyers typically search for when they’re looking for cybersecurity solutions. This will allow you to understand better the buyer journey and where the people you’re targeting fall in terms of interest.
Are they just looking for content right now, or are they serious about purchasing a product for their company right away? Finding out will help you shape your content.
If they’re just looking for information, you should provide as much educational content as possible without getting too technical. All content marketing experts agree that focusing on teaching (rather than selling) is the better approach when you’re addressing an overly technical subject – like cybersecurity.
Of course, cyber security involves a plethora of technicalities, particularly for developers. Many of them are eager to learn and constantly scour the internet for information that will help them advance in their careers.
Other considerations for moving the buyer journey forward include:
- Consider providing the buyer with free value in the form of the content you’re providing.
- Generate both technical and non-technical content that can benefit your various personas. Provide actionable advice that demonstrates your expertise in cyber security.
- If you’re offering educational e-books as a popular marketing trend, make information available on your social media accounts.
3) Avoid alarmist approaches to your content
When it comes to cybersecurity, it’s common to hear about terrifying things like denial-of-service attacks, ransomware, and other types of data breaches. Since all of this can be intimidating to discuss (especially given that hackers always seem to be ahead of the curve), it may present a challenge in your content strategy.
Creating a sense of urgency rather than fear is preferable. When you want your readers to make a quick purchasing decision, giving them reasons to panic isn’t the best way to go.
Displaying statistics on severe cyber threats is an excellent way to highlight the facts while still creating a positive spin. Once you’ve done that, you can demonstrate how your product or service solves the problem. In other words, you can still educate potential customers without making them nervous.
Spend some time researching competitors in the space to see how they approach cyber security content marketing. Make sure to read their blogs and other available marketing content carefully. Do they strike a good balance between providing useful facts and figures and proactive approaches to problem-solving? What can your brand do to differentiate itself from these competitors?
4) Establish trust within the industry
Another good way to improve your content marketing is to include testimonials. Whether your customer will continue reading your content or leave because you haven’t established credibility is heavily influenced by your ability to demonstrate expertise.
One of the most critical aspects of successful cyber security content marketing is building trust. This industry is all about proving to your clients that they can rely on you to secure their personal information. Living in a world with little confidence in anything means that more people will seek out those who demonstrate proper, genuine knowledge in assisting others.
Find previous clients and allow them to speak openly and honestly about the cyber security products and services you provided to them. Make meaningful case studies that show the problem they were having, what you did to solve it, and the final result. Make sure they specify how your company assisted them in resolving their security issue. These testimonials and case studies are highly effective when presented in videos, e-books, blogs, and case studies.
5) Develop a content roadmap
Once you’ve decided what kind of content you’d like to focus on, don’t expect it to stay consistent for years. The first thing you can do to get organized and methodical about your approach to content creation is to create a content roadmap in a spreadsheet.
Your content requirements may change constantly with your business objectives as you learn what works and what doesn’t work in your particular market. Creating a spreadsheet fills in the gaps in your plan so that nothing is overlooked.
Developing a roadmap also allows you to closely track each persona’s buyer journey and the types of searches they conduct.
Do you need help creating an effective content marketing strategy for your cybersecurity firm?
Sometimes working with experts can help you arrive at the kind of content you want to create faster. For example, the PR experts at Pressfarm have experience working with startups and businesses of all sizes to create newsworthy material that can be distributed to journalists or published on their owned media. The Pressfarm team will work to create content that will help you gain media coverage. This content covers everything from media pitches and press releases to guest posts and press kits.
Additionally, the Pressfarm Account Executive can create customized media lists from their media database of 1 million+ media contacts. With these media lists, you can start building positive relationships with relevant media outlets in your niche.
Hopefully, you now have a more precise understanding of how to streamline your cybersecurity marketing strategy going forward. It is imperative to have a multi-faceted marketing strategy. By developing a marketing plan that combines a strong SEO strategy and relevant materials, you can go beyond helping potential customers to find you and gain their trust.