Cybersecurity Marketing, Part 2: Create Great Cybersecurity Content

This is part 2 of our 5-part series about cybersecurity advertising and marketing. Part 1 covers how to define your target audience. This part explains how to create good cybersecurity content. That is followed by part 3, which discusses which platforms are best for campaign deployment. Finally, we round out the series with part 4, which explains how you should build out lead nurture, and end with part 5, which is about measuring, optimizing, and replicating results.

Once you’ve clearly defined your audience, it’s time to develop engaging content. Start with content focused on your primary target audience, then build a robust funnel and customer journey by strategically combining the right CTA with the right topics and formats.

4 Steps to Create Your Cybersecurity Content

Step 1: Pick Your Call-to-Action (CTA)

Many marketers get so swept up in campaign design and overarching messaging that they forget the most crucial task: picking the right call to action (CTA).

Your marketing campaigns won’t be successful without the right offer. Most people reading your content won’t be ready to get a demo, talk to a salesperson, or sign up for a trial right away. Prospects prefer to spend time learning on their own before dealing with a salesperson. If you push the sale too early, you could push your prospect away completely. A whopping 56% of B2B buyers said that most of the content they interacted with was too sales pitch-y and not objective enough. Start with engaging content and educational materials to get your prospects’ attention and build trust.

A majority of B2B buyers consume 3-7 pieces of content before ever engaging with a sales rep.

So, make sure you have a nice variety of CTAs and content types so that prospects feel like they’re getting new stuff all the time (even if the content itself is just sliced and diced).

Step 2: Determine Your Topic

Every successful piece of content has to start with a topic that’s relevant to your audience. At the very least, you want your content to be good enough to gain (and keep) your prospects’ attention. But even more importantly, the goal is to create content that is enticing enough that they’ll be willing to give up their contact information to access it—and feel good about the transaction afterward. We’ve all had that feeling of being bamboozled for giving up our contact information for a thinly disguised sales brochure. It’s not a good way to start your relationship with a prospect.

Never claim that your solution is the best solution for all organizations and all use cases. This kills your credibility and confuses your top prospects about whether or not your solution is the best one for them.

If you don’t already have content topics, here are some ideas to get you started:

• How your product benefits each target segment
• What makes your solution unique (your secret sauce)
• An overview of direct and indirect ways to solve a higher-level problem
• How and why your solution is best for organizations
• High-level discussions of the problems the target audience faces (and how to solve them)
• Content that highlights third-party validation
• Case studies
• Generalized use cases
• Topical news that’s relevant to your audience
• Answers to common questions

Step 3: Select a Format

Once you’ve picked your topic, consider how you want to deliver the information to prospects. You must match the format to the prospect’s location in the consumer journey. The more in-depth formats, like eBooks and webinars, tend to work best when a prospect is interested enough to provide contact information. In contrast, shorter educational content like blog posts and infographics are good for gaining awareness with new prospects.

Every content strategy will have a unique content mix. Some of the most common formats to include are:

Put It All Together to Make Authoritative Cybersecurity Content

In cybersecurity, you must strike a happy medium between dense white papers and fluffy marketing. You may be thinking, “Doesn’t this audience want super technical content?” The answer is yes, but not in the traditional “technical” format. Instead, go in-depth but keep it skimmable. Think simplified formatting, charts, callouts, etc.—design elements that make content easily digestible.

The top-of-funnel prospects you’re appealing to are at the early stage of the buying process. They’re not yet committed to your solution and won’t take time to read pages and pages of technical documentation. At the same time, you have to ensure the information you provide goes deep enough into the details to show that there’s substance behind your high-level claims. Your real goal is to get them so convinced that your solution could be the right one for their organization that they feel motivated to ask for a demo or set up a proof of concept with a sales engineer.

Now That There Is Content – It’s Time to Get It In Market

Now that you have content that your audience is interested in, you have to make sure people see it. Getting your content in market with interesting creative is the key to convincing them to convert (give up their contact information) to become a lead.

Here’s how you make that happen:

Read Part 3

• Author
• Recent Posts

Jen Fields

Jen was born and raised in the Bay Area and graduated from UC Davis with a degree in psychology and dramatic arts. She enjoys participating in musical theater and is a trained ballet dancer. She is now resides in LA and spends her free time trying new restaurants and attempting to pet as many dogs as possible.

Latest posts by Jen Fields (see all)

• Don’t Wait for Perfection, Get Your B2B Marketing Campaign in Market - December 3, 2025
• B2B Marketing Persona: Why You Shouldn’t Go TOO Niche - November 21, 2025
• Don’t Neglect the Middle of the Funnel: Tips for a Strong B2B Lead Nurture Strategy - October 14, 2025