Top 5 content assets every cybersecurity marketer should use

Those who have been in cybersecurity marketing for a long time would probably agree that it has never been boring. The industry has had more than its share of both disruption and consolidation over the years as players try to stay one step ahead of increasingly sophisticated threat actors.

But one could argue that now is an especially exciting time to be in cybersecurity. The threat landscape is worsening, and the cost of a data breach is proliferating. The amount spent on IT security in the U.S. is projected to nearly triple between now and 2032. Researchers at McKinsey assert that the addressable market is even bigger than that.

Standing out in the crowd

Despite this robust growth in the industry, cybersecurity vendors cannot sit back and wait for the business to come to them. Competition is increasing, with startups popping up to address specific cybersecurity concerns from a fresh perspective. At the same time, established companies are acquiring some of these firms to add their products to integrated platforms.

Neither the established players nor the newer innovators can rest on their laurels, as customers tend to oscillate between a desire for integration and the need for a “best-of-breed” fix to a specific problem. For all cybersecurity marketers, differentiation is key.

Creating relevant content

That’s where the principles of content marketing come in. According to the Content Marketing Institute, it’s a strategic approach that “creates valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action.”

In a nutshell, cybersecurity marketers should strive to provide useful materials for their target audience. Content assets must address every stage of the buyer journey, including prospects who are not imminently ready to buy.

Top 5 essential content types

This marketing approach can take many forms, and trendy content types can sometimes create valuable buzz. But in our experience, there are five foundational assets that every cybersecurity company should employ.

1. Thought Leadership Articles. For customers to develop trust in a product or service, they want to see demonstrable expertise in the field. This is arguably especially true in cybersecurity, which requires deep technical capabilities and a knowledge of the tactics of bad actors. Written under the byline of a company executive or technical leader, these pieces should provide valuable insights and opinions on relevant topics and current news. Published on the company blog or placed in publications read by the target audience, such articles help a firm maintain visibility and build affinity for the brand.

2. Customer Case Studies. In one survey, 53% of marketers named case studies as the most effective content type. Real-world customer examples can be the best way to illustrate a cybersecurity product’s value proposition—especially for financial decisionmakers who may be less technical. Quotes and factoids from case studies can make almost any other kind of marketing content more compelling, compounding the value of the investment.

53% of marketers named case studies as the most effective content type.

3. Webinars. Webinars have been popular for years, and the remote and hybrid work patterns that have become more prevalent since the pandemic have not changed that. They offer an interactive experience for live attendees and provide valuable content that can be repurposed and shared long after the event. Webinars also serve as a lead generation tool, as prospects are often willing to provide contact information to attend. All in all, they are a cost-effective way to engage with a specific audience.

4. Email Marketing. Despite the rise of new marketing channels, email remains one of the best. One survey found that 73% of B2B marketers say that it is the most effective way to engage prospects, and 77% of B2B buyers prefer that form of contact. Email is an effective way to disseminate every other type of asset to a targeted audience. A clear, concise message linking to valuable content can help a company nurture leads and move them through the buyer journey.

77% of B2B buyers prefer to be contacted by email.

5. Short-Form Video. While the first four items on this list are tried and true content types that have been around for decades, this one reflects a newer trend in consumption preferences. As people view more content on smartphones, they are more likely to watch shorter visuals than longer ones. Short-form video requires a different approach that takes advantage of every fraction of a second to tell a coherent story—whether with a mini-product demo, a customer testimonial, or an animated explainer. Companies can often repurpose content from existing longer-form videos to create shorter, concise messages for short-form use.

Each company has a unique story to tell, and most will have other kinds of collateral in their marketing mix to convey that message to their target audience. However, our experience tells us that these five asset categories are foundational for cybersecurity marketing. Getting these content types right will help marketers build an audience that values their brand—and prepares them to become buyers.