About half of companies don’t provide their staff members with adequate virtual-workplace cybersecurity tools, which have become increasingly important over the past couple of years. And that insecurity comes at a cost: On average, cyberattacks cost companies a whopping $200,000, which puts many of those companies out of business altogether.
Cybersecurity is an essential consideration for any business. But companies will only sign on for cybersecurity services if they understand what’s at stake and how a cybersecurity company could help.
Explaining the risks and rewards is where content marketing comes in. Cybersecurity companies can tap into the power of content to illustrate what’s at stake for businesses and convince business leaders that they are in need of cybersecurity solutions.
Give these four tips a try to build an effective cybersecurity content marketing strategy:
1. Understand who your target audience is.
Writing content that you find interesting will only get you so far. To see high engagement and tangible results from your cybersecurity content marketing strategy, you need a firm understanding of who your target audience is and what content that specific audience is looking for at each stage of the buyer’s journey.
Not sure who your target audience is? Start by asking yourself some questions. Does your cybersecurity company offer solutions on the individual user level, or does it focus on company- or enterprise-wide solutions? Do your offerings work best for specific industries? What kind of budget would your target customer need in order to afford to work with you? Questions like these can get you started and point you in the right direction.
2. Create a sense of urgency without fear-mongering.
Like we talked about earlier, cyberattacks cost companies hundreds of thousands of dollars per year and put so many companies out of business. Cybersecurity is of the utmost importance. Of course, we both know that, but you need to make sure your content makes it clear to your target audience.
But when you’re explaining why it’s important for companies to act now when it comes to cybersecurity, don’t go overboard. Using scare tactics is a great way to lose trust with your audience because it makes it seem like you’re trying to capitalize on their vulnerability. Instead, leave the scare tactics out of the equation and focus on being honest about cybersecurity risks and positioning yourself as a helpful resource that can come alongside your audience and help them understand what they can do to protect themselves.
3. Build a unified content strategy that reaches leads at each stage of their journey.
Creating one-off pieces of content and hoping they stick will only get you so far. You should be thinking through a holistic content strategy in which all the individual pieces of content are working together toward a common goal.
First, identify your “why” behind creating content in the first place. Once you’ve identified your primary goal, you can set some key performance indicators to help you measure success. From there, with your audience, goals, and KPIs in mind, you can map out a diverse yet unified content mix. Each piece should be unique and speak directly to your target audience at a specific point in their buyer’s journey. But each piece should also work toward that underlying goal that’s fueling your content marketing strategy as a whole.
4. Create valuable resources that can be sent to prospects via email.
Email is a critical tool for salespeople and sales development representatives. And it becomes even more valuable when these people have valuable content at their disposal to share with leads to nurture them toward a sale.
Content can explain your expertise and services in a way that simply can’t be done in a run-of-the-mill email. Plus, content can also highlight what your company does and its processes in a more consumable way. For example, our sales team and SDR love sharing case studies, blog posts, infographics, client testimonials, and our mentions in the press with leads in order to engage them, build trust, and bring those leads closer to the point of signing on the dotted line.
Cybersecurity is more important now than it’s ever been before. So don’t miss the opportunity for your cybersecurity company to reach your target audience with engaging, helpful, persuasive content that leads them toward doing business with you.