FUD. Fear. Uncertainty. Doubt. These three words have become the unwelcome trio of cybersecurity content marketing, bombarding audiences with chilling tales of data breaches and cyberattacks. The worst offender? Cold-blooded hackers wearing hoodies and sunglasses in dark, underground lairs, crippling economies with deft keystrokes. Decision-makers controlling budgets won’t buy or continue relationships with marketing that can’t articulate what they’re going through.

Scaring people doesn’t work—at least not for long, especially when they work in the industry. Customers are looking for brands that they can trust, brands that offer solutions rather than just problems. By perpetuating the FUD narrative, cybersecurity marketers are creating an inaccurate perception of the threat landscape. 

People are more likely to do business with companies they trust, which FUD-based marketing does little to inspire. In fact, it can have the opposite effect, leaving customers feeling manipulated and skeptical.

How can we create cybersecurity marketing content that is both informative and engaging without resorting to FUD? We believe there’s a better way.

Cybersecurity content marketing is the stopgap to the industry’s echo chamber. Because the cybersecurity landscape is so technically demanding, brands need marketers who can translate technical jargon into terms that instill trust and confidence.

Instead of amplifying fear, we advocate for a different approach in cybersecurity content marketing. One that acknowledges the risks—of course—but focuses on empowerment and education.

When it comes to cybersecurity, GRC, and IT, you need a partner—not a panic monger.

The “Something Specific” Behind the Fear

Fear doesn’t exist in a vacuum. It arises from real, identifiable threats and security vulnerabilities:

• Unpatched software: Outdated software leaves businesses vulnerable to known exploits.
• Weak security controls: From firewalls to anti-virus, improperly configured controls introduce new vulnerabilities into the environment.
• Lack of benchmarking: Your security posture goes unmeasured against industry standards.
• No reporting or analysis: A lack of visibility into security events keeps you in a reactive response. 
• Unprioritized vulnerabilities: The most critical risks end up slipping by.
• IT/SecOps siloes: Gaps in collaboration lead to poor security posture.

Effective cybersecurity content marketing isn’t about sensationalism. It’s about building trust, providing value, and empowering your audience to make informed decisions about their security.

If you’re unsure what topics to pick for your first content pieces—we’ve answered some of the most frequently asked questions in our ebook.

Four Ways to Move Cybersecurity Content Marketing Beyond Fear and Towards Empowerment

Content creators, copywriters, and product marketers must move beyond buzzwords and vague promises to focus on what truly matters: the problems their products solve.

Consumers today are savvy and skeptical (they might even talk a lot about your product on sites like Reddit.) 

Technical stakeholders are bombarded with claims of “advanced AI detection” and “unparalleled threat protection” that often lack a concrete explanation of how these features translate into actual benefits. It all sounds great on paper, but these stakeholders are looking for tangible solutions to abstract problems. 

1. Knowledge is Power: Educate, Don’t Intimidate

Don’t just list generic threats. Offer specific, actionable information tailored to your audience’s industry, needs, and level of understanding. Explain complex issues in clear, digestible language, replacing fear with knowledge. Equip them to make informed decisions about their cybersecurity posture.

2. Empower, Don’t Cripple

Instead of highlighting vulnerabilities and helplessness, show your audience they have control. Provide practical tips, step-by-step guides, and best practices they can implement immediately. Build confidence and agency in their ability to manage their cybersecurity.

3. Focus on the Positive With Enablement 

Cybersecurity is not just about blocking threats; it’s about unlocking potential. Frame cybersecurity as a tool for success, not a burden.

4. Transparency Matters

Avoid exaggerated claims or promises you can’t keep. Inflating the seriousness of a cyber incident to acquire a solution will eventually be exposed. Ransomware accounted for only 7% of attacks on British businesses over 2020-2021. Be open and honest about the limitations of your products or services. Focus on building trust and credibility with your audience through genuine communication.

Developing a quarterly or yearly strategy is the most effective way for an organization to communicate with customers as the landscape evolves.

Your Products, Offers, and Solutions Focus on the Action

Don’t just say you “protect against cyber threats.” Readers are looking for specifics. What types of threats do you address? How do your solutions work? Use clear, concise language to explain complex concepts, making them accessible to your audience. 

Instead of dwelling on the potential consequences of a breach, showcase your proactive approach. Highlight your solutions like:

• Automated defenses: Explain how firewalls, intrusion detection systems, automated vulnerability management, and other tools constantly monitor and block suspicious activity.
• Incident response teams: Emphasize the expertise of your team in swiftly containing and minimizing the impact of any breach.
• Automation and orchestration: If your solutions automate and orchestrate security responses, showcase the speed and efficiency they bring to incident handling and remediation.

Storytelling Resonates with Non-Technical Customers

Technical jargon can alienate a large midmarket audience. Consider compelling storytelling to illustrate real-world scenarios and consequences. 

Take complex concepts and write them into relatable narratives that connect with non-technical stakeholders on an emotional level.

What resonates with a small business owner may not resonate with a young tech enthusiast. 

The emotional impact of this narrative drives home the importance of strong authentication practices far more effectively than any technical explanation.

Remember, you have to approach midmarket audiences differently than insider audiences, like the C-Suite (CTOs, CIOs, VPs, and CISOs can smell FUD quicker), MSPs/MSSPs, or IT managers and directors. 

Planning and Writing Ethical and Engaging Cybersecurity Marketing

Fear-mongering and overly technical jargon have dominated the cybersecurity content marketing landscape for too long. It’s time for a different approach, one that prioritizes ethics and simplicity while still being effective and engaging. 

Remember to:

• Tell stories. Use relatable narratives through case studies to illustrate the consequences of security breaches and the value your solutions offer.
• Lighten the mood when appropriate. A touch of humor can make complex topics more approachable and memorable.
• Think outside the box. Explore diverse formats like infographics, videos, interactive quizzes, podcasts, or a YouTube channel to capture attention.
• Emphasize the human element. Highlight the people behind your solutions, showcasing their expertise and passion for security.

Creating effective and responsible cybersecurity content takes time, expertise, and a creative touch. At Content Workshop, we specialize in crafting stories that resonate with your audience while adhering to ethical practices. Our team of cybersecurity content marketing experts can help you:

• Develop a content strategy aligned with your goals.
• Create engaging content that educates and empowers your audience.
• Measure the impact of your content and refine your approach.

Learn more about our cybersecurity content marketing services and how we can partner with you to build trust and engagement in your audience.