Is your business about protecting other peoples’?
It has to be said, cyber security is one of the ‘sexier’ topics within IT, if only because of the stories you can tell. Writing about storage, it’s pretty much black boxes, but with cyber you have the opportunity to delve into the underworld of hackers, breaches and the dark web…
And there in lies the issue – scaremongering.
- Yes, organisations are always 1-step away from a breach.
- Yes, cyber threats are increasing in volume and sophistication.
- Yes, cloud is making it more challenging to secure IT infrastructures since digital borders are stretched.
But that doesn’t mean you need to present your proposition in such a heavy-handed way as to instil the fear of God into your customers.
Frame your words in the wrong way and you’ll either scare people away or force them to stick their head in the sand. But frame it in the right way, and you position yourself as a protector and source of comfort.
Position your proposition the right way
Which company would you rather talk to:
Company A: “The hackers are lurking, watching your every move, waiting for any opportunity to pounce and take what they desire.”
Company B: “Once you’ve secured your IT infrastructure, protecting it against common threats by locking down data at source, you’re free to get on with the more important task of how to use data to excite and delight your customers.”
With Company A you’re presenting cyber as a risk and appealing to a very distinct audience. But with Company B, you broaden the conversation, positioning cyber as a protector and facilitator within the business.
How to craft content for cyber security
Cyber is one of those really specialist subjects because the threat landscape is evolving at incredible speed. Therefore, to ensure you continue to protect your customers, you must keep pace with change.
Producing thought leadership content, like white papers, guides and reports, provides you with the perfect platform to showcase your skills, knowledge and expertise. In performing a deep dive to highlight the issues, provide practical guidance on how to overcome them, and then share examples of clients you’ve helped in a similar position, you demonstrate that you are that ‘safe pair of hands’…
But then you continue the story to get your audience to imagine what’s possible once they no longer need to fear attack.
Thought leadership content positions you as the ‘go to’ authority
Through thought leadership content, you position your organisation and its subject matter experts as leading authorities within the industry. You’re not ‘just another…’, you’re someone that has kept up to date with how the threat landscape has evolved, purposefully gone out to learn more/test new products/created a new way to protect your customers, and actually demonstrated that you’ve put the theory into practice.
And while it’s lovely to be an authority figure because you’ll see your name slapped across the media and sat on the lips of all the delegates at industry conferences, it encourages those in need to get in touch and enquire about your services.
Creating a framework for your thought leadership content will produce a steady drip feed of leads into your pipeline, which frees you to concentrate on the really fun stuff.
With the framework in place, all you need to do is decide what your focus will be, for example:
- Are you looking to push a specific product/service?
- Are you trying to target a new sector?
- Are you wanting to ‘piggyback’ off a current market trend?
Then think about who else you can involve, for example:
- What subject matter experts do you need to talk to in your business?
- Will your clients agree to help with case studies, webinars, events or PR opportunities?
- Could you ask an analyst for independent commentary?
And when you need to grow, simply ramp up the activity, for example:
- Executing 2 frameworks simultaneously to push 2 products/services or target 2 sectors.
- Adding lead dumping activities, like attending a conference.
- Trying something new to better qualify leads, like gating content.
Get started with content marketing…
If you’ve not given much consideration to your content marketing before, why not download my little book? It’s full of ideas, tips and frameworks to get you started with planning your strategy.
Alternatively, why not get in touch and let’s talk about what your thought leadership content could do for your business: