Whether your goal is to rank on the first page of Google or provide sales teams with value-added content to keep engagement going through the funnel, you need a well-defined cybersecurity content strategy.
This blog won’t address the establishment of a content marketing plan. Suffice to say that your plan must have clear measurable goals that align with sales and other imperatives of your organization. It must have a razor-sharp definition of your audience (here’s how to create a B2B customer profile) and be focused on their pain points.
Even with this foundation in place, intense competition means that coming up with standout content ideas for cybersecurity businesses isn’t easy. Remember that your content cannot be just a collection of random blog ideas – it needs to be coherent, diverse, and offer value through the purchase funnel. Here are three ideas for standout content that have made an impact for cybersecurity businesses.
1. Educate your audience
Whether your solution addresses telecoms, payments, onboarding, or IoT fraud, change at a blistering pace is a constant. Fraudsters consistently evolve their attack methods and targets to bypass evolving security technologies. In-house security teams are hard pressed to keep pace. Why not create a content series that addresses exactly this pain point?
For example, let’s say you’re promoting a cloud platform that prevents authentication fraud among small e-tailers. You could create a mini-blog or video series with a content cadence that looks like this:
- Could my company really be a target?
- What is social engineering?
- What’s the difference between phishing and SMShing?
- And so on
The idea is to become a trusted source that your audiences will instinctively turn to when they want an update on the state of the market.
Top tip: Remember to keep your content useful and informative and resist the temptation to ‘close the sale’ in each piece!
2. Research your customers’ customers
The customer is always right, and your prospects think so too.
Instead of speaking about abstract concepts and general industry trends, think of offering unique, in-depth, first-party data about your customers’ customers. You could do this either through an online survey, a focus group, or even with anonymised data from your systems.
For example, you could run a survey to understands consumers’ views on the type of fraud that your cybersecurity offer addresses, how much friction they are willing to accept, and so on. Offering this content, packaged up with unique technical insights from company experts, could be a great way to initiate and progress conversations with prospects.
Pi’s Fraud vs Friction report is a great example of this approach.
Added bonus: this type of content can be atomised and is golden for social media as well.
3. Diversify your content types
Diversity is an integral part of any content strategy today.
A content marketing survey recently found that video is the most preferred form of content among tech B2B buyers – and continues its inexorable rise in popularity month on month.
The good news is that video is not that huge, lumbering beast it used to be even a year ago. The democratisation of technology means it’s easy and quick to create a variety of multimedia assets. From client testimonials collected through a platform like Vocal Video to quick animated Canva slideshows. You could even dip your toes into interactive content by using platforms like Turtl to increase engagement and time spent on your website, which is great for both search rankings and sales conversion.
Here’s a blog on how to create the right content at each stage of the funnel.
Added bonus: Interactive content, displayed on touch screen kiosks, is highly effective at trade shows and industry events too.
Increase the effectiveness of your cybersecurity content
So, in conclusion – you can’t just write content willy-nilly and go home. To achieve your goals, content needs to be backed by a plan, insights into the pain points of your audiences, and – perhaps most of all – patience. Expect lots of trial and error as you work through the year and understand what types of content work for your audience, and what fall by the wayside.
One thing is for certain – content created without a plan in place leads to wasted effort, time, and money.
Do you have a cybersecurity content strategy in place? If so, how good is it? Do you want to run it past our experts? Get in touch: [email protected].