Keep Customers Coming Back for Your Cybersecurity Content

Posted by on October 5, 2017

Cybersecurity. It’s a never-ending challenge for businesses, and therefore presents a rich vein to mine for technology marketers at IT security solutions and services vendors. But which of the multiple cybersecurity content topics that worry chief information security officers will pan out as wellsprings of high-quality marketing content, consistently drawing the attention of customers, prospects and influencers?

Surviving_The_IT_Security_Skills_Shorage_ReportRecent Dark Reading surveys point to potential “Eureka!” opportunities. Many of the findings around security staffing, for instance, are pure gold for marketers at companies that offer managed security services with the help of experienced and expert personnel. Thirty-five percent of 400 IT and security professionals surveyed in April reported a shortage of IT security pros at every level, for example. Fourteen percent feel they are severely understaffed and are worried about the risk of a major security breach. More than three-quarters are concerned that the personnel they do have on staff are not as well-trained as they should be.

Strategic_Security_Report_ThumbnailIt’s not a stretch to see the connection between a lack of strong in-house security talent and revelations from separate Dark Reading research, which shows that respondents from more than half of the organizations surveyed already have suffered malware and phishing breaches in the past year. Not surprisingly, respondents to that survey also ranked “managing the complexity of security” as one of their five biggest IT security challenges.

Savvy marketers can find plenty of data on the negative impact of breaches – customer, revenue and opportunity losses – to make the case for businesses to explore managed security services that provide them with capabilities like 24/7 monitoring, vulnerability updates, remediation activities, and more. Blogs, infographics, e-guides and other resources can play the topic out in various fashions – from the struggles of dealing with a vast array of security requirements to the advantages of having access to a finely-crafted, integrated security approach, to how leveraging third-party services free in-house IT staff to focus on more strategic efforts.

Challenge Security Thinking

The_Dark_Reading_Security_Spending_SurveySome of Dark Reading’s survey results also pave the way for creating content assets that ask the audience to think more deeply about whether they’re too narrowly focused on the decisions they make to address some of today’s most pressing security concerns. Nothing gets as much attention as stirring the pot!

Take, for example, the finding that traditional options such as firewalls and anti-virus/ anti-malware solutions still lead when it comes to security budget allocations, with 53% and 44% of respondents, respectively, putting these among their top three budget items. Certainly, there’s a need for these solutions’ preventive capabilities, but known signature detections are no match for quick-morphing viruses, and even next-generation firewalls can’t defend against things like successful social engineering attacks or insider threats.

So, today’s security marketers can urge their audience, in thought pieces, to consider implementing more sophisticated detection and response capabilities. They can enter into such content discussions from multiple fronts, leaning on trends like cloud services (which create concerns about unauthorized access to or leak of proprietary information for 42% of one survey’s respondents), business digitization, the Internet of Things (IoT) and Bring Your Own Device (BYOD)/mobile. All these give tenacious adversaries more doors to crack open into enterprise networks, and sooner or later, one of them is bound to give. When that happens, buyers will be thankful someone gave them a nudge to think harder about implementing solutions to quickly discover and remediate existing threats.

Speaking of mobile devices, the stat that nearly half the respondents to one of Dark Reading’s surveys see mobile devices as only a minor threat – compared to just 37% who see it as a significant one – could probably spur its own blog, executive Q&A or another asset. There are plenty of additional data points out there for the taking on that one: CSO Online, for instance, cites statistics including the detection of more than 1.5 million new incidents of mobile malware in the first quarter of the year and the acknowledgment by 20% of companies that their mobile devices have been breached.

Hopefully, security solutions and services tech marketers will find many ways to turn research nuggets like these into mother lodes of content.