ARTICLE

Cybersecurity Content Marketing in 2024: Everything Old is New Again

By JB Clark • December 10, 2024
cybersecurity marketing, cybersecurity content marketin

Remember when we thought AI was going to take our jobs, Google was going to steal our traffic, and everyone was snatching our cookies? This year was a little weird in the world of cybersecurity content marketing.

That’s an understatement. Things were really weird.

To find out just what the h*ck was going on (and make sure we were not as crazy as we felt), we reached out to peers, clients, and industry experts to inquire about their 2024 vibes.

Turns out we weren’t too far off after all. It was the vibe that was off. But it wasn’t all bad. The year had some pleasant (even nostalgic) surprises up its sleeve.

So just like we advise our clients, we mined those conversations for content. We turned it into our 2024 Cybersecurity Content Marketing Report.

In it, we dive deep into the trends, triumphs, and tribulations that shaped the industry this year. Spoiler alert: it’s not all doom and gloom. In fact, some of the most effective strategies harken back to the good ol’ days of marketing fundamentals.

Here’s a high-level overview. For the rest, go read the full 2024 Cybersecurity Content Marketing Report.

Dust Off Those Old-School Marketing Tricks.

In a world where tech is always changing, it’s easy to forget the basics. But guess what? Our informal survey showed that the cybersecurity marketers killing it this year are the ones who keep an eye on SEO fundamentals, even when chasing trends and algorithms. From telling a good story to making sure everyone can actually read, watch, or listen to your content, these timeless tricks are more valuable than ever.

  • SEO basics still work like a charm and are more crucial than ever.
  • Making content easy to understand across modalities is your ticket to success.
  • Write for humans, but don’t forget to throw the search engines a bone (or a backlink).

Squeeze Every Last Drop Out of Your Content.

One of our favorite strategies is content atomization. We take a big meaty report and break it into as many smaller pieces of content across every modality our audiences prefer (Aside: We have no idea why this is a term now, but as a big writer, I’m ok with it).

We aren’t the only ones gravitating toward this method. Atomization came up in almost every one of our interviews for this report.

The idea that we have to publish something totally new every day, week, month, and quarter is a little bit vein. No one reads all of your content. Or at least almost no one. Revisiting a topic doesn’t burn out your audience, it ensures they get a chance to engage with it whether they prefer longform, infographics, videos, podcasts, or regular-old blog posts.

The biggest question isn’t, “Is everyone tired of this?” It’s, “Is this good enough to last?”

  • Start big by putting together something big and foundational that’s truly valuable, educational, or entertaining.
  • Chop it up into smaller, easy-to-digest bits and formats across platforms and audiences.
  • Focus on telling a good story instead of obsessing over publishing schedules.

The Rise of Content That Actually Matters.

Speaking of “Is this good enough to last?” In a world drowning in AI-generated fluff, quality is the real MVP. Our interviews showed that cybersecurity firms putting more cash into their content are seeing way better results.

Part of this is due to the fact that everything is so exceedingly mediocre that just a little bit of helpful humanity feels like a spiritual experience. Think about the last time you called a call center, and they fixed your problem in just a few minutes—it feels magical.

The same goes for content. How do you think your audience would feel if they clicked your link and got a good answer without having to wade through keywords?

  • Companies investing more in content were 2.5 times more likely to say their strategy beat expectations.
  • In a world where infinite AI content is a possibility, readers are only interested in what’s actually helpful.
  • To stand out from the AI crowd, you need that human touch and top-notch quality.

Are Communities Content Too?

Looking ahead to 2025, we’re seeing a cool trend: community-driven content. From super-specific online forums to real-life meetups, cybersecurity marketers are finding creative ways to get people talking and engaged.

Remember, in a world where AI can spit out content faster than you can say, “Alexa, stop!” your unique human perspective is your secret weapon. Community is how we weave the perspective into our teams, client relationships, and, as trite as it sounds, our content.

  • Audiences and industry groups are moving towards cozier, interest-based communities.
  • Ramping up webinars, meetups, and chat groups gets people talking.
  • Creating spaces for your audience to hang out and chat keeps the conversation going.

Empowerment and Education over Fear, Uncertainty, and Doubt.

The shift away from scaring the pants off people in cybersecurity marketing isn’t just about ditching the boogeyman tactics. It’s about embracing a more positive, empowering approach. Our report shows that cybersecurity marketers are focusing more on educating their audience and highlighting the cool stuff organizations can do to beef up their security game.

This fresh approach is in sync with the growing-up of the cybersecurity industry. As Joel Benge’s research suggests, the industry has moved past just covering the basics and is now aiming for loftier goals like community and self-actualization. In marketing speak, that means content that’s all about teamwork, sharing knowledge, and personal growth in the cybersecurity world.

The campaigns that are really hitting it out of the park are showing how cybersecurity measures can actually help businesses grow and innovate, not just avoid disasters. This positive spin not only clicks better with audiences but also helps position cybersecurity as a business booster rather than just a money pit.

By focusing on empowerment and education, cybersecurity marketers aren’t just ditching the scare tactics – they’re building stronger, more trusting relationships with their audience. This approach creates a real sense of partnership between security vendors and their clients, leading to a more collaborative and effective cybersecurity ecosystem. Pretty cool, right?

  • Make the shift from fear-mongering to empowering storytelling.
  • The cybersecurity industry has grown up and moved past just covering the basics.
  • Messaging has to account for community and bigger-picture goals.

Let’s go Deep (DEEEEEEEEEEP).

If this is the sort of thing that tickles your fancy, here are a few ways you can dig deeper and/or keep the conversation going.

Back To Articles
Next Article