How to Get More From Cybersecurity PR & Marketing Content
“Not another blog about content,” I hear you say, but this one is a little different. Rather than focusing on what to create, we’re going to look at where that content can go and how to make it work harder.
Creating good content takes time, something we know all too well working in cybersecurity PR. Whether it is a piece of original research, a customer story, an opinion from your CEO, or compelling, groundbreaking research from your security team, it takes a lot of work to get it right.
So why use it only once?
That is the thinking behind the Eskenzi PR Content Wheel. Rather than treating PR, social media, marketing and digital content as separate activities, it shows how one strong idea can travel across multiple channels and reach very different audiences.
One Idea, Multiple Opportunities
Good cybersecurity PR & marketing content starts with the story, not the format.
Take a new piece of research. The findings could initially generate a press release, media interviews and rapid response opportunities. Dig a little deeper and there could be enough for a bylined article, podcast discussion or broadcast interview.
Suddenly, one piece of research is doing considerably more work.
Turn Content Into Earned Media
Earned media remains an important way of building credibility. The Content Wheel includes everything from national and trade publications to interviews, bylines, press releases and influencer relations.
The trick is finding different angles within the same story. A technical finding that interests a cybersecurity journalist might need a completely different angle for a national business publication.
This is where a specialist approach to cybersecurity content marketing pays off. Understanding the audience helps you decide which part of the story will actually interest them.
Keep the Conversation Going
Coverage does not have to be the end of the story either. A media interview could become a LinkedIn post. Research findings could fuel a webinar, podcast or video. An opinion article could spark shorter social posts across LinkedIn, Instagram or other relevant channels.
The aim is not to copy and paste the same message everywhere. It is to adapt a good idea to suit the way people consume content on each platform.
Don’t Forget Your Own Channels
Owned media gives businesses even more opportunities to extend the life of content. Blogs, newsletters, customer communications, whitepapers, websites and customer stories can all build on ideas originally created for PR.
Paid activity can add another layer, with advertising, events, sponsorships and SEO helping strong content reach further.
Bringing these elements together means cybersecurity PR and marketing content becomes less about constantly asking, “What do we create next?” and more about asking, “What else can we do with this?”
Make Your Content Work Harder
There will always be a need for fresh ideas, but good content should earn its keep.
Hopefully, our content wheel below will inspire you to think differently about how you use your content, helping each idea work harder, reach further and build brand awareness beyond a one-hit wonder.
At Eskenzi PR, we help cybersecurity companies turn stories and expertise into content that works across PR and marketing channels. Why not get in touch with us to have a chat and find out how you can make your content go further?
