Content marketing channels now offer businesses more platforms than ever. They have tons of different channels to educate clients about their products. But to stay ahead in the competitive world of cybersecurity solutions, they need to know how to leverage all these platforms. Plus, how to effectively connect with even larger audiences.
This article will examine the benefits of different platforms and explore effective promotional strategies.
Blogs and SEO
Blogs with good search engine optimization (SEO) make cybersecurity companies easier to find online.
Businesses also use blogs to keep up with the latest cyber-attacks and security solutions. This creates opportunities to offer valuable content.
Benefits
Using blogs as part of your cybersecurity strategy offers many benefits:
- Educating your audience on cyber threats and cybersecurity solutions. This empowers future clients to make informed decisions.
- Capturing qualified leads by including relevant call-to-action (CTA) elements in posts. These can include free trials, webinars, or downloadable guides.
- Improving your website’s search engine ranking by optimizing your posts with relevant keywords.
Effective strategies for promotion
BSSi2 offers IT and cybersecurity for companies and showcases their expertise by:
- Writing educational articles without overly technical language.
- Incentivizing users to visit by posting articles every one or two days.
- Showing readers how to avoid, repair, or troubleshoot glitches and hacks.
Social media
In social media channels, you reach audiences with demographics that align with your ideal customers.
Benefits
Promoting cybersecurity solutions through social media marketing channels benefits companies by:
- Creating opportunities to share links to your blog, video, or webinar content.
- Enabling partnerships with influencers who have an established following and credibility.
- Managing your brand’s reputation by monitoring social media and engaging with your audience.
Effective strategies for promotion
Computer security service eSentire Inc. wanted to build a digital marketing footprint that distinguished it from other cybersecurity companies. This led it to employ a social media marketing campaign that:
- Promoted its video, blog, case study, and white paper content on YouTube, Twitter, and LinkedIn.
- Employed bumper ads, sponsored content, and standard display banners on social media.
- Used A/B testing to narrow down the best-performing ad creatives.
The campaign increased brand awareness and established eSentire as a thought leader. It also increased event registrations, giving the cybersecurity company more business opportunities.
Webinars
Webinars provide a cost-effective way for businesses to market cybersecurity solutions. They can also reach a wide audience by leveraging the internet’s global reach.
Benefits
Individuals and companies turn to webinars to learn about trending topics. This provides many marketing opportunities, including:
- Demonstrating expertise by letting attendees ask questions to presenters.
- Educating participants on the features and benefits of cybersecurity products.
- Establishing expertise by providing educational content on complex cybersecurity concepts.
- Expanding audiences by offering recorded webinars for people who couldn’t attend the live session.
Effective strategies for promotion
2022 Microsoft Vulnerabilities Report – Dissected is a cybersecurity webinar that gave audiences multiple reasons to attend, including:
- Access to a known cybersecurity expert. CEO and hacker Paula Januszkiewicz delivered the webinar.
- Timely topics. Januszkiewicz detailed new challenges faced by organizations during the COVID-19 pandemic.
- Relevant cybersecurity statistics. The webinar revealed 86% of organizations experienced a successful cyberattack. This incentivizes attendees to learn more about cybersecurity.
Podcasts
Did you know that an estimated 103.6 million Americans will listen to podcasts weekly by the end of 2023? Or that 74% of podcast consumers listen to learn new things?
This is a massive audience that cybersecurity marketing can tap into.
Benefits
Producing a cybersecurity podcast allows your marketing team to expand its promotional efforts by:
- Interviewing experts and influencers. This adds authority to your cybersecurity solutions.
- Exploring complex cybersecurity topics in long-form content, creating more value for audiences.
- Repurposing podcast content into blogs, Instagram videos, or social media posts. This lets you connect with more audiences.
Effective strategies for promotion
Cybersecurity company McAfee produces the podcast “Hackable?” It educates consumers about cybersecurity concepts and offers consumer security advocacy. To promote the podcast, McAfee:
- Focuses on in-podcast ads where hosts promote other podcasts. This helps earn trust and reach wider audiences.
- Targets already individuals interested in podcasts on social media.
The promotional plan worked, and consumers downloaded the podcast millions of times. Over 100,000 people subscribed to “Hackable?” placing it in the top 1% of podcasts.
Email newsletters
HubSpot reports email ROI is $36 for every $1 spent. Publishing an email newsletter is one of the best ways to enjoy such benefits.
Benefits
Getting new and existing clients to sign up for an email newsletter list opens the door for multiple marketing opportunities, including:
- Promotional opportunities for other events. E-newsletters can promote webinars, virtual galas, and conferences.
- Community engagement. Answering questions from subscribers builds authority.
- Measurable results. Email marketing platforms track click-through rates, open rates, and other engagement metrics.
Effective strategies for promotion
Email newsletters help nurture potential leads until they’re ready to speak to a sales rep. This means e-newsletters need to provide future clients with incentives to open and engage with emails by:
- Offering free, downloadable content like eBooks that offer in-depth information on cybersecurity concepts.
- Providing links to educational and informative content on your blog or podcast.
- Promoting free trials and special offers that motivate readers to sign up for services.
In addition, the subject line, copy, and images used in your email influence the open and click-through rates. Monitor your email campaign to see which emails generate the most interest.
The future of content marketing for cybersecurity solutions
As you design your content marketing plan, keeping future trends in mind is essential. Knowing how to adapt your strategy moving forward influences how you lay your current groundwork. Having a long-term plan also helps you stay ahead of your competitors.
Predicted trends
Future cybersecurity solutions marketing trends will likely include:
- AI-driven data analytics that offers more personalized content based on a client’s specific cybersecurity needs.
- Interactive quizzes and VR experiences that allow users to participate in the marketing process. This provides them with more personalized recommendations.
- Increased visual and video content. This will help educate users on cybersecurity concepts and assist in product demonstrations.
- Gamification elements in cybersecurity training content. These features increase customer enjoyment and improve user skill development and retention.
- Real-life stories of the impact of cyber-attacks. This motivates audiences to recognize the importance of cybersecurity.
Staying ahead of the curve
While cybersecurity solutions is a competitive field, there are steps you can take to get ahead. Consider using the following tactics in your content marketing for cybersecurity solutions:
- Monitor cybersecurity news to stay informed of the latest trends, threats, and best practices. This helps you create more relevant content.
- Engage with your audience to learn about their pain points, challenges, and needs. Employ surveys, interviews, or data analytics. Tailor your content based on your findings to address their needs.
- Explore new forms of content marketing, such as infographics, case studies, and interactive tools. Diversifying your content helps you reach different audiences.
- Keep on top of the latest cybersecurity regulations and ethical practices. Respect user privacy and data protection. This builds trust and helps you avoid legal issues.
- Use data analytics to track your performance. Study how users interact with your content and update or change your work as needed.
Using the best platforms for promoting cybersecurity solutions
Learning about customer interests and pain points helps cybersecurity companies write relevant content. It also reveals how their audience prefers consuming their information. This enables businesses to expand their reach by focusing on the platforms best suited to connecting with their audience.
However, creating this content still requires a team of expert software and technology writers. ClearVoice can help you outsource your content-creating tasks to a network of top freelance writers. Contact a content specialist and see how we can help build your brand.
