Here are the top Cybersecurity Content Marketing Strategies
Authority and experience
Nobody wants to trust the security of their business to a brand they don't recognize. Not surprisingly, Cisco accounts for 55% of the cybersecurity market share.
But Cisco is losing ground. Just a few years ago, the tech giant had 68% of the market. Today, smaller companies like Hushly's client Check Point are closing in.
Your 2022 cybersecurity marketing material should clearly explain who you are, what you do, and why someone should trust you. Your content should show that you are also at the forefront of data protection and cybersecurity research.
Don't count the same statistics and tips that you find everywhere. Make the reader's time worthwhile.
Urgency without fear
According to the 2020 Cyber Readiness Institute report, only half of the companies surveyed provided staff with adequate cybersecurity tools for remote work. Meanwhile, 64% of attackers are small businesses. Cyberattacks cost companies more than $ 200 billion on average, which obviously puts many out of business.
With so many in need of cybersecurity, you would think you have an open and closed case. Not so.
No one, especially small businesses and government agencies, believes that cyber attacks will happen to them, until they are attacked.
Your job as a marketer is to increase urgency in all cybersecurity content marketing without causing fear. Nobody wants to be intimidated into buying security.
Instead, focus on highlighting the objective reality, and randomness, of devastating attacks and offering genuine solutions.
Well-researched people
You can't create effective content if you don't know who your audience is. With so many companies in need of cybersecurity, it's smart to narrow down your target audience.
Start by considering the industries in which you have already established experience. Next, consider some specific verticals. Lastly, think of an account-based marketing strategy to target individual businesses or organizations.
You'll have much better luck resonating with specific audiences because you can focus on their unique issues.
Personalized recommendations
A personalized content experience helps your audience find the most relevant content on your website regardless of your industry, vertical, or account.
Artificial intelligence engines work in a similar way to Netflix or Spotify. Once a visitor starts browsing your content, the algorithm kicks in and studies their behavior. By comparing your behavior against thousands of previous visitors, the artificial intelligence engine offers content recommendations to smoothly guide potential customers through the funnel.
Relevant case studies
Buyers consume an average of 13 pieces of content during the sales process. 60% say they want to see case study material, such as product success stories.
Choose case studies that reflect your target audience. For example, you can choose other companies in your vertical or even your competitors for your case studies.
This will demonstrate that you are experienced in handling their unique cybersecurity needs, establish demand, and help them benchmark your services against others.
Custom landing pages
The cybersecurity needs of each organization vary widely. A small SaaS business has very different needs than a state government agency.
Dynamic landing pages allow you to tailor your content and offers to the unique situation of each visitor.
Fortunately, today's artificial intelligence technology makes it easy to design customizable landing pages for individual accounts or vertical clusters.
Create landing pages with unique branding and logos, industry news, relevant content and research, and personalized pricing. Don't even wait for potential customers to contact you about custom pricing. Use dynamic landing pages to inform them immediately so visitors can share the details with stakeholders.
Stories of current events
No B2B industry is in the news as often as cybersecurity. You have a unique opportunity to get new content ideas every day.
Set up a curated RSS feed on hacks, ransomware attacks, and other cybersecurity news to check internally every day. Try to write about the most relevant stories as they happen and keep your audience updated.
These stories will not only help establish demand, but will also show that you are aware of the latest cybersecurity news.
Peer reviews and testimonials
After the case studies, peer reviews and testimonials are vital to establish authority and trust. 91% of people read reviews before making a purchase and you can bet that B2B cybersecurity buyers are no different.
Reviews and testimonials work because they come from objective third parties, not your marketing department.
Ask your best customers to leave reviews on top sites like Trustpilot, Google, and Facebook so that your testimonials will appear as your potential customers perform general searches about your business.
You might also consider enlisting the help of your best clients as a content writing expert