The cybersecurity industry is constantly changing, which can make it difficult to market at times: what is considered best practice today may be actively harmful tomorrow, and what is cutting edge today will soon be old news. There are too many topics, issues, technologies, companies, and solutions out there for anyone to keep track of them all, even without the added struggle of following cyberthreats as they emerge and evolve. At times, the audience has little understanding of cybersecurity and doesn’t see it as a priority, meaning that marketers have to change their minds and educate them actively. Though these challenges are not insignificant, below are some tips on how to research content and to help overcome them.
Speak with Authority and Expertise
It may seem like it could go without saying, but it is vital that the information you share is accurate and backed up by credible sources. It’s easy enough to make a statement, but to make your audience believe it, you must know how to prove it. This is especially true in cybersecurity, as trust is paramount for people when choosing where they receive their information from and whom they partner with.
Fortunately, one of the easiest ways to back up your facts is also a pretty formidable marketing tool: providing your audience with case studies and statistics. Many dependable institutions conduct studies and polls on a variety of cybersecurity topics that can substantiate your claims and establish your reliability. What better way to drive home a point than by providing a specific example that bolsters your argument or citing a statistic based on many such examples?
Take Advantage of Fast-Moving News
The fact that technology and cybersecurity move fast is one of the challenges of the industry, but that doesn’t mean it has to be something that holds you back. If you use it right, it can actually work in your favor. While you may not be the first person to say what you’re trying to say, chances are high that you have access to more current news than whoever wrote on the topic before you.
Keeping yourself up to date on the latest cybersecurity newsAbout Cybersecurity News Cybersecurity news encompasses a broad range of information. It includes current events, as well as advice about protecting computers, networks, programs, and data from unauthorized access, attacks,... means that everything you do is an opportunity to inform people who don’t do the same. It makes you more of an authority, more credible, and more knowledgeable. It also means that you can refresh your old content with newer information – if that content was a winner before, then maybe updating it is a better idea than trying to remake it from scratch without being repetitive.
Master SEO
Understanding how to use SEO to your advantage is a critical skill for both finding information and being found by others. When it comes to researching, knowing what to search for and how to navigate results makes the whole process go much more smoothly and quickly than diving in blind. And knowing how to turn that information into content that will be found and seen by your target audience is extremely important; it can make or break the experience for the individual on the other side of it. While SEO is not simple, it is important to engage your audience.
Understand Your Audience
In order to create content that is engaging, informative, and effective, it is crucial that you understand your audience: their background and experience, their needs and goals, and their struggles and triumphs. This is not just a part of writing, but integral to the entire process. What does your audience know about cybersecurity, and what knowledge do they lack that you can provide them with? Which formats and techniques resonate with them, and which do they not tend to respond to? Making content that hits home requires not only knowing where “home” is but also understanding the things that make it unique.
Tailor Your Approach
It is always important to change how you approach things based on context, and much of that context varies by the audience, but there are other factors at play as well. Depending on the type of content you’re delivering, the persona you want to present, the story you intend to tell, or any other aspect of your work, you may want to alter how you approach it. This is especially important in cybersecurity, where the gulf between one subcategory and the next can sometimes feel like speaking a totally different language. There are many variables that you can tailor to your liking, such as the tone, format, and medium of your content.
Creating content in cybersecurity marketing requires being on top of trends and news, knowing where to find credible information, and adapting to the audience and the specific content in order to maximize engagement and effectiveness. While these tips should help you in creating and marketing content, there are other solutions available if doing it yourself isn’t getting you the results you want. Contact us to see how we can help you with your cybersecurity marketing strategy and get results.
About the Author:
PJ Bradley is a writer on a wide variety of topics, passionate about learning and helping people above all else. Holding a bachelor’s degree from Oakland University, PJ enjoys using a lifelong desire to understand how things work to write about subjects that inspire interest. Most of PJ’s free time is spent reading and writing.
