We’ve all seen this cybersecurity content marketing strategy: You open a blog post that begins with a stock image of a shadowy, hooded figure sitting at a computer in a dark room before the writer launches into a list of terrifying, hypothetical scenarios of what could happen to you or your business if you don’t enact specific cybersecurity measures immediately.

These traditional Cybersecurity Marketing strategies rely heavily on fear-based tactics to spur potential customers into action. Cybersecurity tools and experts are a necessity in modern society to help guard against scammers and hackers. Utilizing fear, uncertainty, and doubt (FUD) is not an effective way to convince potential clients to work with you as it does little to educate them on your services or communicate your brand values, two strategies known to drive long-lasting results. 

At Content Workshop, we firmly oppose the traditional FUD approach to cybersecurity content marketing. We believe that instilling confidence, certainty, and trust in potential customers is a far more effective strategy for gaining business in the short and long term. Instead of frightening your audience, your content should focus on empowering them with knowledge and reassurance. 

Instead of scaring them with a future they don’t want, paint a picture of a future they do want and could have through your solution.

A content strategy centered on confidence and trust can significantly differentiate your firm from competitors who rely on scare tactics. It positions your brand as a reliable and knowledgeable partner that clients can turn to for guidance and support. By consistently providing ongoing education and thought leadership, you keep your audience informed and engaged, ultimately fostering a sense of trust and security that will win you more business and create lasting client relationships, driving more sustainable success for your firm. 

Build Confidence through Education Using Cybersecurity Content Marketing

Your company’s clients may not know as much about cybersecurity as you do, and they don’t have to—that’s why they hired you! However, you should help them have at least a basic understanding of cybersecurity principles for two important reasons. 

First, an educated customer is a confident customer. Most people do some research before buying a new product or service. If clients understand why they need your cybersecurity services in a realistic, non-dramatized way, and how you provide these services, they will feel more confident in their decision to work with you. This creates a strong foundation for your relationship and increases the likelihood they will remain a client for the long term. 

Second, educating your customers builds trust. When you share valuable information without turning every sentence into a sales pitch, clients trust your expertise. By regularly providing content that helps potential clients find answers to their cybersecurity questions, you establish yourself as a reliable source of information before they’ve even officially onboarded as a client. 

Remember, cybersecurity content marketing is a long-term strategy, so don’t expect results overnight. But if you can consistently provide value to your audience and establish your credibility over time, you can engage new users, nurture leads, and eventually convince them to buy your product or hire your firm. Instead of using scare tactics, focus on closing the knowledge gap and educating stakeholders.

To see examples of this approach in action, check out some of the blog posts we’ve written for our clients: 

• A Brief History of Secure Remote Access (SRA) for OT 
• The Low-Stress Way to Fix an Expired SSL Certificate

Maybe your company’s clients are well-versed in cybersecurity. But you still know something they don’t: how your offering could help them achieve a better future and address some of the longstanding problems of security. Whatever the knowledge gap may look like, you should work to fill it and get your prospects to speak your language. 

Establish Certainty with Clear Communication

Ideally, all of your communications to clients and potential clients should be clear and concise, but this is especially true when it comes to your cybersecurity content marketing. The era of jargon-heavy word salad that confuses rather than informs is over. Clients are no longer impressed by complex terms and phrases that add little value or meaning — like “transformative value acceleration.”

Instead of making your audience’s eyes glaze over, use straightforward language to explain intricate cybersecurity issues. This comes down to simply saying what you mean.

When discussing regular updates on cybersecurity measures, potential threats, and steps taken to mitigate risks, you should speak to your audience as plainly as possible. It communicates both knowledge and honesty. 

Navigating cybersecurity threats can be incredibly stressful, especially for non-experts like your clients may be. They look to you to guide them through these challenging times with confidence and clarity. Instead of adding to the uncertainty—and therefore the stress and confusion—with poor communication, strive to keep your clients calm and focused. Providing them with clear, concise, and actionable information can make a significant difference in their perception of your firm’s reliability and professionalism. 

Additionally, clear communication helps in setting realistic expectations. When clients understand the steps you’re taking and the reasons behind them, they are less likely to feel anxious and impatient. This understanding fosters a collaborative relationship where clients feel involved and valued. Regular, clear updates about potential threats and your proactive measures can reassure clients that their cybersecurity is in capable hands.   

Create Opportunities to Build Trust

While traditional cybersecurity content marketing sows doubt and fear, particularly when there’s some newsworthy-scale attack, your firm should view these as opportunities to build trust with your audience instead. For instance, take the recent Microsoft outage that led to canceled flights and left thousands without access to internet-based applications. Instead of using this event to instill fear, your firm could use it as a case study to explain how such incidents can occur and what steps can be taken to prevent them in the future. This approach educates your audience while demonstrating your firm’s proactive and transparent approach to cybersecurity.

But you don’t need a global cyber event to build trust with your audience. By consistently providing ongoing education through thought leadership, research, and educational content, readers can get to know you, your firm, and your approach to cybersecurity. This continuous flow of valuable, actionable information will reinforce your expertise and reliability in the eyes of your audience. 

This type of trust-building content can take many forms: white papers, webinars, case studies, and blog posts, to name a few. Each piece of content should aim to answer a question, solve a problem, or provide insights your audience can benefit from. Regularly sharing this type of content strengthens your relationship with existing clients and attracts potential clients looking for a knowledgeable and reliable partner to help them navigate the complex, often overwhelming world of cybersecurity. 

Cybersecurity Content Marketing Done Right 

Partner with Content Workshop. We’ve worked with cybersecurity firms, helping them educate their audiences, communicate clearly, and build trust through compelling, narrative-driven content. 

Our experience has shown that focusing on education, clear communication, and trust-building leads to long-term business relationships and significant overall growth. Adopting a positive and informative approach to your cybersecurity marketing strategy can attract clients and retain them as they trust in your expertise and feel empowered by the knowledge you share with them. 

Are you ready to change your approach to cybersecurity marketing? Contact us today to learn how we can help your business grow.