Given that cybersecurity content is very technical in nature, marketers typically face a tougher challenge when publishing content when compared to other industries. However, content creation is still one of the most effective ways to position your cybersecurity company’s solutions in the market. The Content Marketing Institute reports that in 2024, 76% of marketers say content marketing helped generate demand/leads.
No matter the size of your company, publishing more content is always a good idea. Even well-known marketers like Gary Vaynerchuk suggest posting at least 100+ pieces of content per day to make your business relevant in the long term!
Our agency has worked with numerous cybersecurity companies, and we often see that the three main reasons why they don’t post as much content are:
- No one has enough time to write blogs, white papers, and other content on a daily basis. It takes work!
- Marketers lack the technical knowledge to draft content without help from the tech guys (subject-matter experts). This is especially true when approaching complicated topics like data security, privacy, and compliance.
- In-house marketing teams simply run out of ideas when determining what to publish!
In this blog, we will tackle how to post lots of cybersecurity content by diversifying it and following a content calendar.
Why do you need diversity in your cybersecurity content?
1) You don’t know how the buyer will reach you.
Maybe a Chief Information Security Officer (CISO) is interested in your company and looked at your Clutch profile. Perhaps that same person was reading about an interesting topic regarding Breach and Attack Simulation (BAS) and found your white paper on Google. Or perhaps the person just caught a LinkedIn post because your marketing team tagged #cybersecurity on LinkedIn. There are many paths to finding your company online, but one thing that is for sure is that you want to maximize the chances of a customer finding you as much as you possibly can. If this is hard to believe, McKinsey reports that B2B customers regularly use ten or more channels to interact with their vendors.
2) Different content allows you to track more data and compare your metrics.
How do you know if you should spend 20 hours drafting an e-book or the same amount of time writing three blogs? You probably don’t know!
In order to really know what works, you have to do everything at scale. Otherwise, you won’t have enough data points to truly understand where your content’s highest return on investment (ROI) lies.
Hubspot recommends 2–4 posts per month if the content is very technical and you need to prioritize quality. However, our team suggests doing at least 30 (thirty) blogs of approximately 1,000-1,500 words each, 6 (six) high-quality, long-form e-books/whitepapers/infographics, and 2 (two) online webinars to start with. It sounds like a lot of content, but it can be done in 2 months if you approach it aggressively. In only 2-months of work, your company will be able to truly get enough data to pivot into what content is necessary.
If you don’t have enough budget and are willing to give it more time, you can spread out the same number of content over 4 months or 6 months. Regardless, posting a lot of cybersecurity content is a requirement if you want to truly see some initial results.
Once you are done with this initial content marketing plan, you’ll need to look at the number of people who read your content, viewed/downloaded it, and became a lead by contacting your team (after clicking on a tracked call-to-action button). Put these metrics in a spreadsheet and calculate how effective your inbound marketing campaigns really are.
3) Because if you don’t, your audience will get bored FAST.
Cybersecurity content can be tough to digest since it is usually very technical and complex. If you also add repetitive topics, and it is delivered in the same format (e.g., LinkedIn posts only), then your audience will not be hooked for much longer. In fact, the average attention span for humans is only 8.25 seconds! That’s why you need to surprise your audience and engage them with all kinds of different content pieces all the time.
What is the best delivery format for cybersecurity marketing?
There is no best format. However…
If your marketing budget is tight, we strongly suggest focusing solely on long-form blogs and LinkedIn posts. Ultimately, the type of content that you will need to publish will depend on your goals and your niche.
Here’s a quick list of options:
- E-books
- Blogs
- Whitepapers
- Webinars
- Podcasts
- LinkedIn posts
- Tweets
- Short video-reels
- Images with quotes
- Trials of your product and service
- LinkedIn Ads
- Print Ads
- Emails
- Case studies
- Live-streams
- Memes
- Checklists
- Templates
- How-to guides
- Industry/market research reports
- Press releases
And more! The sky is the limit.
What are some of the topics that you could possibly tackle?
You should talk about everything that your company does. It’s that simple.
Here are a few categories that could be helpful to address:
- Regulatory landscape in cybersecurity (regarding AI, financial companies, healthcare, etc.)
- Information security frameworks (think ISO 27701, CMMC 2.0, HIPAA, NIST SP 800-171, etc.)
- The relationship between your cybersecurity niche and artificial intelligence
- The differences between data security, network security, cloud security, and how your company’s product or service fits within those categories.
- What every Chief Information Security Officer (CISO) should know about your company
- Predictions for the cyber landscape in 2024 (or the current year) and beyond
Those 6 categories should already give you enough to talk about for a while.
How can you motivate your marketing team to create a lot of content?
That is a good question. Our team suggests “gamifying” the content creation process and implementing a 30-day content challenge where you create and publish at least one piece per day. There must be a reward attached to the challenge. It can be something small, like buying lunch for the entire marketing team or a pass for a day off work.
What if you don’t have enough time and resources to fully commit to writing cybersecurity content?
If that’s the case, we strongly suggest you contact our team. Copyriders is a full-service copywriting and content marketing agency that specializes in cybersecurity. We have expert writers and marketers with niche experience in cyber and data privacy topics. Feel free to contact us here or email [email protected] to learn more about our writing services.
