4.35 million USD. That’s the average total cost of a data breach as per IBM Security’s Cost of a Data Breach Report 2022. Across industries, we see that stolen data, vulnerabilities, cyberthreats, and other security risks pose great harm to companies and their clients. This makes cybersecurity a critical investment for any company. However, are companies even aware of these threats?
Showcasing how useful cybersecurity services can be is where content marketing plays a vital role. When businesses understand that they have much to lose if they don’t secure their operations properly, they will then take appropriate measures to safeguard their data and processes. How does one spread awareness about cybersecurity using content? The task can be quite challenging as the subject matter is quite technical and complex, and the audience may not always be savvy. One needs to know how to approach different stakeholders such as CEOs, CISOs, CTOs, analysts, and so on. A calculated content strategy with different assets such as blogs, case studies, and whitepapers must be created.
What should the content strategy look like?
A well-executed content strategy can educate and empower individuals and organizations to protect themselves against cyber threats, while also positioning cybersecurity companies as thought leaders and trusted advisors.
The first question one should ask is, “Who is my target audience?”
The cybersecurity industry might be a vast space, but it is highly competitive. It is very likely that others are already demonstrating their expertise with well-written content. Understanding the target audience (both technical and non-technical stakeholders) can go a long way in beating the competition. It doesn’t just involve defining different personas and knowing what they are looking for. One must delve deep into learning the best way to capture their attention.
The second question to ask is, “How do I talk about serious situations without using scare tactics?”
The National Institute of Standards (NIST) has a Cybersecurity Framework that provides a simple set of guidelines that help manage, reduce, and even prevent risk. The five steps are: Identify, Protect, Detect, Respond, and Recover. The content strategy can be aligned with these same guidelines to create a sense of urgency without sounding too alarmist.
Identify – For a potential client to know what risks they could face, they must understand the threat landscape and why they need to secure their business. Content assets here would primarily include awareness blogs, SEO-driven content, social media posts, etc.
Protect – How should a company take preventive and proactive measures to secure its operations? They would need to know what kinds of software and processes are available and what is trending in the industry. Case studies, informative videos, and news articles can be part of this stage of the content strategy.
Detect – A company would need mechanisms in place to alert them to security risks. In this stage of the content strategy, one should share information about products or services by creating guides, demonstrations, and brochures.
Respond – If a company avails of cybersecurity services, they would need to know how they will be able to respond to any security alert. In content marketing, one must convey the USP, important features, and benefits with use cases, consideration, and decision-stage articles.
Recover – What next? A cybersecurity strategy is not just about immediate incident response. Companies must make continuous improvements to protect their business data, applications, and other digital assets. Likewise, the content strategy must also include assets that establish a sense of trustworthiness and security. Thought leadership articles, webinars, and even important case studies can be of help here.
Cybersecurity companies must also remember that most businesses will seek their services after a security breach has already occurred. Thus, one must have content assets (especially under “Respond”) that are descriptive, powerful, and reliable. How-to guides or videos, freemium products, appropriate keyword-driven content, and testimonials can be part of this strategy.
Key takeaways
Considering how crucial cybersecurity is today, one must have a solid content marketing plan in place to communicate its significance.
- Always keep the target audience at the forefront of all communications
- Express the urgency of cyber breaches without creating panic
- Don’t just tell, but show how security risks can be mitigated
Content that is thoughtfully curated with the purpose of empowering the audience is a must-have. Impactful words can raise awareness, change how a brand is perceived, and solidify relationships with customers.
