CASE STUDY
Palo Alto Networks
Overview
A Leader in Cybersecurity
When a multi-national company experiences a data breach, its first call is to Palo Alto Networks, a world leader in cybersecurity. Palo Alto Networks helps companies protect their digital assets, prepare for future threats, and resolve issues when breaches occur.
They are the best at what they do, but the marketing team knew it needed to tell a better story to inspire new clients.
Fear, uncertainty, and doubt are the dominant topics of conversation in Cybersecurity. But Palo Alto empowers its partners, so they needed to tell a better story than the tired hacker-in-a-basement trope. A fearful story doesn’t resonate.
Palo Alto’s threat research division, Unit 42, approached Content Workshop in search of a partner who could help them tell a better story—one based more on empowerment and safety than fear and doubt. They needed a team of fearless storytellers ready and willing to grow with them.
Problem
Who Helps the Helpers?
Companies like Palo Alto are built to take quick, decisive action in the face of an emergency. They’re so focused on the here and now that they can lose sight of the larger picture. Unit 42 Threat Research, a Division of Palo Alto, developed an extensive 2024 Incident Response Report to help clients understand the current threat landscape and see how other organizations have responded. However, as the daily demands of running the world’s premier threat research organization stacked up, the distribution of that report continued to drop down the team’s to-do lists. As good as the 60-page report is, most people mired in cybersecurity threats don’t have time to read it.
Solution
Molding Accounts into Stories
Content Workshop’s strategists combed through the 60-page technical report, identifying narratives in the data. The goal was to turn this comprehensive resource into something creative, exciting, and compelling their busy clients could learn from. The team of strategists dissected the accounts and data from the comprehensive report and turned them into blogs, podcasts, presentations, webinars, and infographics that Unit 42 can share with prospective clients.
Results
Turning 60 Pages into 6 Months
From the 60-page document, Content Workshop planned, created, and scheduled six months of content marketing materials. Now, the marketing team at Unit 42 can focus on the daily research and on-the-ground communications their jobs require, knowing their content is on automatic, and their story is safe.
In the process, the Content Workshop strategists have helped Palo Alto streamline messaging across internal divisions, creating a more cohesive brand narrative.
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