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    The Trade Desk launched Galileo platform to activate first-part data

    The Trade Desk launched Galileo platform to activate first-part data

    Kubient receives patent for KAI artificial intelligence for advertising fraud

    Kubient receives patent for KAI artificial intelligence for advertising fraud

    Narrative launches software enabling direct audience data integration with The Trade Desk via Unified ID 2.0

    Narrative launches software enabling direct audience data integration with The Trade Desk via Unified ID 2.0

    Logiq launches digital marketing channel for the Electric Vehicle Charger Installation Industry

    Logiq launches digital marketing channel for the Electric Vehicle Charger Installation Industry

    TripleLift makes first ever acquisition of 1plusX data for $150 million

    TripleLift makes first ever acquisition of 1plusX data for $150 million

    Kubient Hires Mitchell Berg as Chief Technology Officer and doubles down on artificial intelligence driven adtech

    Kubient Hires Mitchell Berg as Chief Technology Officer and doubles down on artificial intelligence driven adtech

    Dastgyr

    Dastgyr brings in Saif Ali to lead marketing

    Adtech industry veteran Zach Rosen joins Yieldmo as SVP Global Supply Partnerships

    Adtech industry veteran Zach Rosen joins Yieldmo as SVP Global Supply Partnerships

    Artificial intelligence powered ad tech platform Alfi NASDAQ:ALFI announces Pricing of $15.5 Million IPO

    Artificial intelligence powered ad tech platform Alfi NASDAQ:ALFI announces Pricing of $15.5 Million IPO

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      Google Search update creates massive opportunity for data providers

      Google Search update creates massive opportunity for data providers

      The Trade Desk launched Galileo platform to activate first-part data

      The Trade Desk launched Galileo platform to activate first-part data

      Kubient receives patent for KAI artificial intelligence for advertising fraud

      Kubient receives patent for KAI artificial intelligence for advertising fraud

      Narrative launches software enabling direct audience data integration with The Trade Desk via Unified ID 2.0

      Narrative launches software enabling direct audience data integration with The Trade Desk via Unified ID 2.0

      Kubient launches KAI ad fraud dashboard giving publishers unprecedented visibility to optimize their media

      Thankful & Gorgias partner to offer AI powered customer service to ecommerce brands

      Thankful & Gorgias partner to offer AI powered customer service to ecommerce brands

      Introducing Parative: The customer behavior platform with product usage data you can act on

      Introducing Parative: The customer behavior platform with product usage data you can act on

      The Rise of Data Storytelling

      The Rise of Data Storytelling

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      Why Amazon should enter into digital out of home advertising

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        The Rise of Data Storytelling

        The Rise of Data Storytelling

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        How to Completely Set up & Optimize Your LinkedIn Company Page

        Get More From Paid Ads: Pro Tips to Make A/B Testing More Effective

        Get More From Paid Ads: Pro Tips to Make A/B Testing More Effective

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        Hashtag Generation Made Easy: Four Tools You Should Try Right Now

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        10 Content Ideas for Social Media in 2020

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        Brands use TripleLift as a go-to advertising alternative for Facebook

        How to start your business on Facebook

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        A Simple Guide on How to Monetize Your Instagram Profile

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        The Rise of Data Storytelling

        The Rise of Data Storytelling

        Cybersecurity Content Marketing: 2 data driven tactics for a differentiated strategy

        3 Ways to Create a More Consistent Brand Image

        3 Ways to Create a More Consistent Brand Image

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        How Content Consolidation Can Help Boost Your SEO Rankings

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        Use These 9 Tools to Create Beautiful, Shareable Content

        Use These 9 Tools to Create Beautiful, Shareable Content

        7 Steps To Your Winning Content Strategy in 2020

        7 Steps To Your Winning Content Strategy in 2020

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        3 Market Research Platforms for Startups and Small Businesses

        3 Market Research Platforms for Startups and Small Businesses

        The most beloved brands by Generation Visualized

        The most beloved brands by Generation Visualized

        Everything You Need to Know about Rideshare Advertising

        Everything You Need to Know about Rideshare Advertising

        The death of third-party cookies may be a blessing for retailers

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        Daily Muslim

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        An introductory guide to growth marketing

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        Easy Strategies to Improve Customer Service & Retention

        Easy Strategies to Improve Customer Service & Retention

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      • Marketing
        • All
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        • In The News
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        • Case Studies
        The Trade Desk launched Galileo platform to activate first-part data

        The Trade Desk launched Galileo platform to activate first-part data

        Kubient receives patent for KAI artificial intelligence for advertising fraud

        Kubient receives patent for KAI artificial intelligence for advertising fraud

        Narrative launches software enabling direct audience data integration with The Trade Desk via Unified ID 2.0

        Narrative launches software enabling direct audience data integration with The Trade Desk via Unified ID 2.0

        Logiq launches digital marketing channel for the Electric Vehicle Charger Installation Industry

        Logiq launches digital marketing channel for the Electric Vehicle Charger Installation Industry

        TripleLift makes first ever acquisition of 1plusX data for $150 million

        TripleLift makes first ever acquisition of 1plusX data for $150 million

        Kubient Hires Mitchell Berg as Chief Technology Officer and doubles down on artificial intelligence driven adtech

        Kubient Hires Mitchell Berg as Chief Technology Officer and doubles down on artificial intelligence driven adtech

        Dastgyr

        Dastgyr brings in Saif Ali to lead marketing

        Adtech industry veteran Zach Rosen joins Yieldmo as SVP Global Supply Partnerships

        Adtech industry veteran Zach Rosen joins Yieldmo as SVP Global Supply Partnerships

        Artificial intelligence powered ad tech platform Alfi NASDAQ:ALFI announces Pricing of $15.5 Million IPO

        Artificial intelligence powered ad tech platform Alfi NASDAQ:ALFI announces Pricing of $15.5 Million IPO

        Trending Tags

        • Digital Marketing
          • All
          • Performance Advertising
          • Customer Service
          • SEO Search Engine Marketing
          • Influencer marketing
          • Email Marketing
          • Programmatic Advertising
          • DPAA Digital Out of Home EVERYTHING
          • Artificial Intelligence
          • Marketing Automation
          • Audience Data
          • Ad Fraud
          Google Search update creates massive opportunity for data providers

          Google Search update creates massive opportunity for data providers

          The Trade Desk launched Galileo platform to activate first-part data

          The Trade Desk launched Galileo platform to activate first-part data

          Kubient receives patent for KAI artificial intelligence for advertising fraud

          Kubient receives patent for KAI artificial intelligence for advertising fraud

          Narrative launches software enabling direct audience data integration with The Trade Desk via Unified ID 2.0

          Narrative launches software enabling direct audience data integration with The Trade Desk via Unified ID 2.0

          Kubient launches KAI ad fraud dashboard giving publishers unprecedented visibility to optimize their media

          Thankful & Gorgias partner to offer AI powered customer service to ecommerce brands

          Thankful & Gorgias partner to offer AI powered customer service to ecommerce brands

          Introducing Parative: The customer behavior platform with product usage data you can act on

          Introducing Parative: The customer behavior platform with product usage data you can act on

          The Rise of Data Storytelling

          The Rise of Data Storytelling

          Why Amazon should enter into digital out of home advertising

          Why Amazon should enter into digital out of home advertising

          Trending Tags

          • Social Media Marketing
            • All
            • Instagram
            • Facebook
            • LinkedIn
            • Twitter
            • Social Ads
            The Rise of Data Storytelling

            The Rise of Data Storytelling

            How to Completely Set up & Optimize Your LinkedIn Company Page

            How to Completely Set up & Optimize Your LinkedIn Company Page

            Get More From Paid Ads: Pro Tips to Make A/B Testing More Effective

            Get More From Paid Ads: Pro Tips to Make A/B Testing More Effective

            Hashtag Generation Made Easy: Four Tools You Should Try Right Now

            Hashtag Generation Made Easy: Four Tools You Should Try Right Now

            10 Content Ideas for Social Media in 2020

            10 Content Ideas for Social Media in 2020

            Brands use TripleLift as a go-to advertising alternative for Facebook

            Brands use TripleLift as a go-to advertising alternative for Facebook

            How to start your business on Facebook

            How to start your business on Facebook

            A Simple Guide on How to Monetize Your Instagram Profile

            A Simple Guide on How to Monetize Your Instagram Profile

            7 Facebook Ad Strategies to Avoid in 2020

            7 Facebook Ad Strategies to Avoid in 2020

          • Content Marketing
            The Rise of Data Storytelling

            The Rise of Data Storytelling

            Cybersecurity Content Marketing: 2 data driven tactics for a differentiated strategy

            3 Ways to Create a More Consistent Brand Image

            3 Ways to Create a More Consistent Brand Image

            How Content Consolidation Can Help Boost Your SEO Rankings

            How Content Consolidation Can Help Boost Your SEO Rankings

            5 Content Marketing Strategies That Will Skyrocket Your Search Traffic

            5 Content Marketing Strategies That Will Skyrocket Your Search Traffic

            Which Content Marketing KPIs Should You Track?

            Which Content Marketing KPIs Should You Track?

            Use These 9 Tools to Create Beautiful, Shareable Content

            Use These 9 Tools to Create Beautiful, Shareable Content

            7 Steps To Your Winning Content Strategy in 2020

            7 Steps To Your Winning Content Strategy in 2020

            What Your Content Management Process is Missing

            What Your Content Management Process is Missing

          • Audience Strategy
            3 Market Research Platforms for Startups and Small Businesses

            3 Market Research Platforms for Startups and Small Businesses

            The most beloved brands by Generation Visualized

            The most beloved brands by Generation Visualized

            Everything You Need to Know about Rideshare Advertising

            Everything You Need to Know about Rideshare Advertising

            The death of third-party cookies may be a blessing for retailers

            The death of third-party cookies may be a blessing for retailers

            Daily Muslim

            YouTube sensation @MeaningOfIslam launches #rundle Daily Muslim app

            An introductory guide to growth marketing

            3 Steps for Creating a Voice of the Customer Program to Better Understand Your Audience

            3 Steps for Creating a Voice of the Customer Program to Better Understand Your Audience

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            Using SMS Marketing to Drive More Revenue & Engagement

            Easy Strategies to Improve Customer Service & Retention

            Easy Strategies to Improve Customer Service & Retention

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          Cybersecurity Content Marketing: 2 data driven tactics for a differentiated strategy

          mm by Brian Petterson
          September 15, 2021
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          Conor Bond for Crayon.co Competitive Intelligence

           

          RelatedPosts

          The Rise of Data Storytelling

          3 Ways to Create a More Consistent Brand Image

          How Content Consolidation Can Help Boost Your SEO Rankings

          There are myriad ways to measure the success of your content marketing strategy. But no matter what you’re focused on, differentiation is essential. This is especially true in the cybersecurity world—a world characterized by thousands of companies and dozens of disciplines. We’re here to help. Using our competitive intelligence software platform, we analyzed more than 2,000 pieces of content published by cybersecurity companies between March 1, 2021 and August 31, 2021. Based on our findings, we’ve identified two tactics that you can employ to build a more differentiated strategy.

          There’s more than one way to measure the success of your content marketing strategy.

          Traffic. Lead volume. Revenue. The list of KPIs is long, and it spans the entirety of your funnel.

          No matter what you’re focused on, differentiation is essential. If you want someone to read your blog post, you have to say something unique. If you want someone to fill out your form, you have to offer something unique. If you want someone to buy your product, you have to earn and maintain their trust—and one way you can do that is by engaging them with content that they can’t find anywhere else.

          A differentiated approach to content marketing is particularly valuable in the cybersecurity world—a world characterized by thousands of companies and dozens of disciplines. Even if you can count on one hand the number of competitors that offer exactly what you offer, chances are there’s a boatload of companies with which you overlap in some way, shape, or form.

          Translation: Yours is far from the only content to which your target audience is exposed.

          We’re here to help. Using our competitive intelligence software platform, we analyzed more than 2,000 pieces of content—blog posts, podcasts, whitepapers, webinars, etc.—published by cybersecurity companies between March 1, 2021 and August 31, 2021. Based on our findings, we’ve identified two tactics that you can employ to build a more differentiated strategy:

          1. Repurpose ransomware-focused content across a variety of formats.
          2. Create sector-specific content.

          Let’s discuss each of these tactics in more detail.

          1. Repurpose ransomware-focused content across a variety of formats

          Given the complexity of the cybersecurity world, we tried to make our content sample as representative as possible. AppSec, MDR, SIEM, threat intelligence, you name it—we analyzed the output of all kinds of different vendors.

          Ransomware was one of the few topics where everyone had something to say. Perhaps this is to be expected, given that, in the aftermath of the Colonial Pipeline attack, interest in the subject has reached its highest levels since the spring of 2017 (WannaCry).

          Alas, the diversity of voices was not matched by a diversity of media. Of the 192 ransomware-focused content pieces we captured, 131 (68%) were blog posts, 46 (24%) were videos, 8 (4%) were webinars, and 7 (4%) were something else.

          cybersecurity-content-marketing-ransomware-content-by-format-breakdown

          That blog posts are so heavily favored when discussing ransomware is not surprising—nor is it necessarily a bad thing. Blogging has long been an effective content marketing tool for B2B companies, and given the spike in interest picked up by Google, publishing ransomware-related blog posts seems like a sensible way to drive website traffic.

          But our data makes something very clear: If your company has a unique perspective on this subject, and you want that perspective to break through the noise of all the other perspectives, then sticking exclusively to blog posts probably isn’t the best idea.

          When it comes to ransomware, Tenable’s content strategy is admirably diverse. Between March 1 and August 31, they created blog posts, podcasts, webinars, whitepapers, and YouTube videos. Also notable is the fact that their ransomware-related content has been trending upward:

          cybersecurity-content-marketing-tenable-ransomware-content-trend

          To be clear, we’re not suggesting that ransomware should dominate your content marketing. There are innumerable topics to explore, and depending on which specific niche your company occupies, this particular topic may not even be that important.

          Here’s what we are suggesting: If you’re going to create content related to ransomware, developing a diversified approach (a la Tenable) is a smart move. Next time you write a blog post, consider repurposing it into at least one other format—maybe even an infographic, like this one from AT&T Cybersecurity.

          2. Create sector-specific content

          As you know, security needs can vary dramatically from one sector to another. Whereas manufacturers, for example, are largely concerned with strengthening their defenses as more and more of the production process is connected to the internet, school systems continue to grapple with the vulnerabilities created by remote and hybrid learning environments.

          More generally, although a company from Sector A and a company from Sector B may turn to the same vendor, the pain points that compel them to do so—and the use cases they strive to satisfy—are likely not the same.

          With this in mind, we were surprised to find that sector-specific content is something of a rarity in the cybersecurity world. To see what we mean, let’s narrow our focus to three sectors that are particularly vulnerable to cyber attacks: education, manufacturing, and energy & utilities.

          Across our data set of 2,142 content pieces, 13 were geared specifically towards education, 12 were geared specifically towards manufacturing, and—with the exception of some companies’ reactions to the Colonial Pipeline attack—7 were geared specifically towards energy & utilities.

          For those of you keeping score at home, a little over 1% of the content we analyzed was targeted towards one of these highly vulnerable sectors. (Also notable is that only AT&T Cybersecurity and IBM Security published at least one piece of content on all three.) >>> READ MORE

          mp
          Brian Petterson
          Website | + posts

          Lead audience developer, manager. Passionate about all things digital media, marketing, social marketing, content marketing, and innovation. My passion is adventure.

          • Brian Petterson
            https://collectiveaudience.co/author/brianpetterson/
            Everything You Need to Know about Rideshare Advertising
          • Brian Petterson
            https://collectiveaudience.co/author/brianpetterson/
            Artificial intelligence powered ad tech platform Alfi NASDAQ:ALFI announces Pricing of $15.5 Million IPO
          • Brian Petterson
            https://collectiveaudience.co/author/brianpetterson/
            3 Ways to Create a More Consistent Brand Image
          • Brian Petterson
            https://collectiveaudience.co/author/brianpetterson/
            The most beloved brands by Generation Visualized
          Tags: Content marketingCybersecuritycompetitive intelligenceCrayon.co
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          mm

          Brian Petterson

          Lead audience developer, manager. Passionate about all things digital media, marketing, social marketing, content marketing, and innovation. My passion is adventure.

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