Cybersecurity Marketing, Part 3: Deploy Your Cybersecurity Content Marketing Strategy
This is part 3 of our 5-part series about cybersecurity advertising and marketing. Part 1 covers how to define your target audience. Part 2 explains the process for creating good content. That is followed by this part, which discusses which platforms to deploy your cybersecurity content marketing strategy. Finally, we round out the series with part 4, which explains how to build out lead nurture and end with part 5, which is about measuring, optimizing, and replicating results.
You can produce the best content in your industry by a mile, but that won’t matter if your target audience can’t find it. Since you’re aiming to impress a particular and often hard-to-reach audience, placing your content requires building and deploying a robust cybersecurity content marketing strategy.
Want all five parts of our step-by-step blog series, plus bonus content?
Check out our free eBook: Marketing Cybersecurity: A How-To Guide
Top Cybersecurity Content Marketing Platforms
Determining the right platform mix for your cybersecurity content marketing strategy will depend on your audience, the content you have to offer, and whatever budget restrictions you have. We recommend starting with one or two platforms to test targeting and then going from there. The important thing to remember is that there is no one-size-fits-all answer–you will have to do some testing to find the right combination.
- Paid search: This platform is ideal for products that customers already know exist and are actively looking for, but not so good for emerging product markets. This is also known as search engine marketing or SEM.
- Organic search: Use search engine optimization (SEO) strategies to create content that people and search engines find useful. (Plus, by bringing qualified traffic to your site, you can retarget them and bring them back.)
- Syndication: Syndication allows you to partner directly with publishers to promote your content on their websites or via their mailing lists.
- Retargeting: Use an existing email list or cookie information to show prospects your ads on other websites. This isn’t super effective at directly creating inbound leads (no one clicks on banners anymore, but it will keep your brand top of mind and indirectly increase organic visits and conversions while improving the performance of other paid channels.
- Paid social media: For B2B products, LinkedIn tends to be the best social platform for bringing in qualified leads. It includes many precise targeting options, such as geography, education, skills, etc., that can be useful for niche audiences.
- Industry publications: Bring your content to the publications your audience reads. Many of these publications already have developed media programs.
Test a variety of platforms, content, and CTAs to determine what works best for your product.
Then, when you figure out what performs best, keep your energy focused there.
The Ultimate Question: Precision or Scale?
In cybersecurity, partnering with known industry publications can be a great strategy, but it ultimately depends on the scale you are looking for. We always recommend starting with LinkedIn, which will give you the highest level of precision for reaching specific personas (people and organizations).
When you’re ready to scale up, you can add in industry publications like Dark Reading, Bleeping Computer, The Register, etc. These are great resources—especially for building brand trust and recognition. They offer various ad packages, including sponsored content, targeted ads, and email blasts. However, these tactics are less cost-effective per qualified lead as they require a larger minimum spend and offer less precise targeting.
Remember: The Best Campaign is the One That Is In Market
Marketing teams sometimes hold themselves back by waiting for all the campaign elements to be completed before launching. However, with long sales cycles typical in cybersecurity, this simply delays sales and revenue—often with little to no benefit.
Prospects rarely follow the customer journeys that we want or expect. So, it’s better to get into market to kick-start that long sales cycle instead of waiting for perfection.
We recommend starting with one top-of-funnel content campaign to bring in leads and one bottom-of-funnel direct CTA campaign to target leads ready to talk to a salesperson. Then, you can create tailored mid-funnel content to fully flesh out that cybersecurity content marketing strategy based on what these leads actually want.
To take your content development to the next level, ensure marketing and sales are talking to each other. Your sales teams will have all the insights from their initial conversations and demo meetings to give your marketing that edge of expertise.
Leads are starting to flow, so we’re done, right? Wrong!
Given the typically long sales cycles and high price points of enterprise cybersecurity solutions, it’s unlikely that a lead will immediately be ready to purchase. So, you’ll need to nurture them to get them ready for sales. This ensures that you stay at the top of your mind as they go through the decision-making process and sets you up as a trusted source.
Here’s how you develop a robust lead nurture program:
Want to learn more about what we can do for you?
Let’s Talk
- 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
