Content Marketing Strategies to Boost Cybersecurity Lead Generation

Cybersecurity is an important industry and as it constantly changes, it is critical to evolve marketing strategies to ensure your product, service or solution stands out in a sea of competitors. Content marketing serves as the driver to help set your brand apart. Having a strategy optimized for success can boost lead generation and business revenue. Below, we highlight content marketing strategies and tactics aimed to help boost cybersecurity lead generation, grow your business and more.

Understand Current Buyer Expectations

Marketing is often the first touchpoint that introduces a prospect to a brand. To ensure marketing reaches audiences, it is critical to know how to reach them and meet them where they are at. Buyers in the current buying environment have evolved. How they go about making decisions and who is making the decisions have changed. Buyers live in a multi-device, multi-channel world with an endless supply of information at their fingertips and a finite amount of attention. It can be a challenge to grab their attention and keep them engaged, but effective content is a solid place to start.

Content marketing is a way to get your buyer’s attention that connects to who they are. It should meet their expectations of what they are looking for from an information standpoint and in the medium they want to see it. If buyers want easy-to-consume content on cybersecurity industry trends, deliver that to them. If they want long-form content that delves into common cybersecurity pain points, create that. Understanding audiences and catering content helps ignite lead generation. Buyer expectations also depend on the specific stage of the buyer’s journey they are in. At each stage, they are looking for specific content, each of which helps move them to the next step, closer to a conversion.

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Create a Variety of Asset Types

To address evolving buyer expectations and the stages of the buyer’s journey, it is instrumental to create a variety of asset types that can be utilized in marketing and sales efforts. The versatility of diverse asset types gives the marketing and sales teams the flexibility to use what they need at the right time, contributing to increased cybersecurity lead generation opportunities. Here are a few asset types to create for each stage of the buyer’s journey.

• Awareness Stage: The awareness stage is about generating interest and engagement from prospects. It should help them become aware that the obstacles they are facing need a solution. Blogs, articles, videos and other short-form content are effective at this stage. These content types are easy to consume and give prospects the information they are looking for.
• Consideration Stage: As a prospect moves into the consideration stage, they have bought into finding a solution and need more information as to which provider to select. Long-form content such as eBooks, white papers, and on-demand webinars dive deeper into challenges and information that is useful for prospects.
• Decision Stage: Once in the decision stage, prospects are ready to decide on a solution. Here, it is critical to highlight customer stories and results to show them what they could achieve with your solution. Case studies, product comparisons, demos and training videos can showcase this. Ensure you also touch on customer testimonials and key results that drive home possible results.

Scale Your Content Production Efforts

To be successful with content marketing, you must generate enough content. It can be a challenge to do this when resources or budget are tight, but there are a few universal strategies that help teams of all sizes boost content production efforts, improving cybersecurity lead generation efforts.

• Create a content team. For some organizations, a content team could mean having a chief content officer, managing editor, content specialist and content writer. For other organizations, it might look like one or two content specialists and an outsourced team. Whatever the correct roles are, ensure that the content responsibilities are clear. Is it one person drafting content and another editing? Is there a hierarchy process of creation and reviews that must be followed? Answering questions like these can help you round out and define your content team.
• Repurpose content. One of the most underrated content marketing tactics is repurposing content. A lot of work goes into producing one content asset, so why not turn it into something else? Take an article and turn it into an infographic. Take an eBook and create a blog series out of it. Think of it this way; combine short-form content into something longer or break down a long-form asset into smaller bites. The only requirement for repurposing content is that the information is still valuable and relevant. If it is not, update those portions of content to ensure the content’s value.
• Outsource content efforts. Outsourcing content is a great option. It takes the responsibility of content planning, execution and distribution off your plate and into the hands of a team of experienced experts. It also allows you to do more with your content. With a team on your side, you can explore new ideas, new asset types and develop more content, which contributes to more brand awareness and lead generation.

Strategically Promote Content Assets

Successfully promoting content is a critical part of the cybersecurity lead generation process. Consider these content marketing tactics and key strategy points that will help you on your way to success.

• Website. Your website is home to everything about your company. Most content should be added to your website in your resources section and there are a few extra steps to take to drive more interest and conversions. Consider adding a section to your homepage that features your latest content piece. As you create new gated assets, this section can be updated, drawing engagement for visitors as they come back to your website. Include clear calls to action (CTA) on highly visited web pages and content. Because these pages are frequently visited, there is a higher likelihood of lead conversions.
• Email Marketing. To be effective with email, it is essential to speak to your audience. With email marketing, you can segment lists based on different persona characteristics, which can ensure the content shared is targeted and speaks to pain points, needs or obstacles the specific audience faces. Another key component of lead conversions is to set up nurture cadences. These can be for specific audiences or assets downloaded to keep your company top-of-mind, but having multiple touchpoints ensures you are sharing information consistently.
• Social Media. The value of social media in B2B cybersecurity has steadily increased. Always promote your content on social media. Keep it balanced with other content that you share. Consider offering exclusive content via social media as well, which adds an extra impact and helps build a stronger relationship with your audience.

Content marketing is an effective way to boost cybersecurity lead generation. Carefully planning and implementing these content marketing strategies grows your brand awareness, builds stronger relationships with your audience and increases lead conversion opportunities.

Looking for additional support with your cybersecurity marketing or lead generation efforts? Contact us today or request a free marketing consultation.