Type of Content
What sets us apart from other content marketing agencies? We specialize in content for the cybersecurity industry. We understand this unique industry, and we monitor the latest news and trends, and we have a team of skilled writers who can cover a wide variety of topics and technologies. Good content is only as valuable as the planning and execution behind it. We know the importance of the strategy, distribution, promotion, and evaluation of every content marketing campaign, and our end-to-end content marketing services engage audiences to support your goals across all channels.
Blog
Blog posts are a cornerstone of Content Marketing. They build brand awareness and increase engagement with your customers. They also serve as your topic-clusters in a topic-based SEO approach (see Pillar Page below for more info).
When it comes to creating blog content, it’s crucial to take the time to create an effective strategy that engages and grows your audience and entices people back to your brand’s website.
We can provide SEO-based topics, compile questions, interview, and ghost write to showcase your talent without your team needing to invest much time on their end.
We also are on top of industry breaking news and can provide stories to keep you front and center to your clients, tapping quality external sources.
We work with clients to create blogs that include:
- SEO keyword-based topics.
- From 500 – 1500+ words.
- Serve your marketing goals and resonate with your audience.
- Copywriting or guest posts by writers in the cybersecurity industry.
- Ready-to-publish content on the schedule that meets your needs.
We also are on top of industry breaking news and can provide stories to keep you front and center to your clients, tapping quality external sources.
We work with clients to create blogs that include:
- SEO keyword-based topics.
- From 500 – 1500+ words.
- Serve your marketing goals and resonate with your audience.
- Copywriting or guest posts by writers in the cybersecurity industry.
- Ready-to-publish content on the schedule that meets your needs.
White Paper
White papers are persuasive, authoritative, in-depth content designed to explain a particular issue, topic, or technology, and provide a methodology. They are typically dense content with few images, and contain between 2,000-3,000 words.
White papers are at the heart of a strong B2B content marketing plan and seek to build thought leadership in an area that aligns with your marketing or campaign strategy.
A white paper addresses your target audience’s pain points – similar to a case study – but goes deeper into explaining the research and proof points to support your methodology.
We work with clients to create white papers that include:
- Collaboration with subject matter experts.
- Up to 3,000 words of in-depth and persuasive content explaining the core topic.
- An abstract and executive summary.
- Data to support and strengthen your points.
eBook
eBooks represent a longer form of content that can educate prospective customers about topics important to buyers and the brand. It’s a great way to demonstrate expertise in a creative way and is much more visually appealing than a white paper, yet more serious than an infographic.
eBooks about popular subjects can generate a lot of interest for your company’s products and services; they are not a “hard sell”, but are meant to inform the reader, which will drive leads and build trust.
We work with clients to create eBooks that include:
- Collaboration with internal experts and/or our network of CISO’s, CIO’s, security analysts, and other industry leaders.
- Keyword-driven titles based on the topic.
- Compelling introductions to engage the reader.
- Cohesive chapters broken down into subsections, highlighting quotes and stats, and including CTAs’ throughout.
- Clear, concise conclusions that reiterate key takeaways and the next step readers should take (primary CTA).
- Consistent use of formatting that:
- Uses keywords in titles to emphasize the value of your offer.
- Presents appropriate structure to draw attention to the most important content, such as bullets, bolding, etc.)
Pillar Page
An pillar page is a piece of website content that covers a broad topic in depth. All aspects of the topic are covered on a single website page, and more detailed related content is covered on blogs linked to the pillar page.
This forms content clusters, and the cluster content structure is the foundation of topic-based SEO.
Structuring your content in this way improves your SEO by:
- Signaling to Google, and other search engines that your site is authoritative in your core topics.
- Enabling Google to understand the hierarchy or your website and how your content interrelates.
- Interlinking content, which allows readers to dig deeper into the topic, while staying on your site, which increases the dwell time on your site.
Structuring your content in this way also improves your SEO by optimizing the pillar page for conversions, and optimizing cluster content towards generating traffic. These save time compared to the original model of optimizing each post. To add more power, each time the pillar page is updated, Google is offered fresh content, which results in better ranking.
One high performing cluster page can elevate the rankings for the other cluster content linked to the same pillar.
We work with clients to create an pillar page that:
- Identifies the subject areas that align your core business offerings to your target audience.
- Builds out the core topic and subtopics using keyword research and analyzing competitors.
- Creates content, around 1500-2000 words, that is optimized for SEO, including relevant links, headings, and keywords.
- Advises your team on the correct way to interlink all the content on your website.
Email Marketing
An email marketing campaign is a scheduled series of emails used to nurture prospective and current customers with the purpose of encouraging engagement and increasing sales. Each individual email leads to a specific call-to-action, i.e., getting users to sign up, book a call, continue reading, or schedule a demo.
Through email, your brand is able to stay top-of-mind by providing communication to their personal inbox, and you can do it at scale with marketing automation software.
It’s important that an email campaign’s recipients have opted in to receive this content and that each piece offers something valuable.
We work with clients to create email marketing content that:
- Is tailored to each stage of the marketing funnel.
- Includes Subject and Preview text that is optimized to increase open and click-through rates.
- Contains attention-grabbing headlines.
- Offers compelling copy that speaks to your audience and showcases the benefits of your offer.
- Invites action-oriented CTA
It’s important that an email campaign’s recipients have opted in to receive this content and that each piece offers something valuable.
We work with clients to create email marketing content that:
- Is tailored to each stage of the marketing funnel.
- Includes Subject and Preview text that is optimized to increase open and click-through rates.
- Contains attention-grabbing headlines.
- Offers compelling copy that speaks to your audience and showcases the benefits of your offer.
- Invites action-oriented CTA
Campaign Kit
Campaign kits are a way of taking a closer look at one topic and creating a variety of content which will be presented over a specific period of time. The aim is to create focus and engagement around a topic. More impact can be created layering assets together and providing different ways that people can engage.
The flexible collection of content could include a variety of offerings, including blogs, white papers, solution briefs, eBooks, social media, webinars, videos, visuals for social, quizzes, games, slide-shares, LinkedIn articles, polls, etc.
Broad interactions with various media gives your audience the opportunity to find out more and engage further. Our campaigns kits are built to fit budgets and the topic area.
We work with clients to develop:
- Campaign ideas.
- Core messaging.
- Campaign objectives.
- What you want people to think as a result of engaging.
- Core audience.
- Content choices.
- Layering of content and messages.
- Identifying subject matter experts and contributors.
Newsletter
An email newsletter is a regularly-distributed email campaign that’s generally about one main topic of interest. A recurring newsletter is one of the best ways to consistently get your best content in front of the right people. It can — and should be — a powerful component of your content marketing strategy. Newsletters are one of the quickest and easiest email campaigns you can send to keep your business top-of-mind, drive traffic to your website, and increase sales.
We work with clients to:
- Implement data capture tools on their site.
- Connect to their CRM.
- Design, build, and test different forms to drive conversion rates.
- Build a template for their email.
- Build and distribute regular campaigns, driving awareness around blogs, webinars, white papers, and much more.
Case Study
Case studies are a great way to demonstrate how valuable your products or services are in the marketplace. They go beyond simple testimonials by showing real-life examples of how you were able to solve a customer’s pain point to help them achieve success. With case studies, the focus is to highlight your successes in a way that will help an ideal potential customer come one step closer to becoming a new customer.
We work with clients to create case studies that include:
- Benefits-oriented headlines.
- One-sentence challenges with one-sentence solutions.
- Up to 2,000 words explaining how your products and/or services solved the challenge.
- Specific results data as proof points, e.g., money savings, decreased time to market.
- Illustrations, images, charts/graphs with captions
Datasheet
Datasheets contain critical pieces of information about your product, service, or entire brand to an audience that function as “cheat sheets.” Blog posts, articles, and social content are all incredibly important facets of content strategy.
However, while those types of content largely zero in on a specific concept or product, datasheets focus directly on features and the precise information that buyers need to know in clear, concise terms.
Datasheets are the best possible summary of the value of your product or service, and provide just enough information to influence that final buying decision.
We work with clients to create datasheets that include:
- Value-oriented headlines.
- 1-2 pages formatted to convey the most important selling points in as few words as possible.
- CTAs that build on the datasheet.
Webinar
Popular over the last few years, webinars are virtual events for an online audience. They enable you to connect with your audience in any time zone and can be recorded and played again in the future. Our work for webinars focuses on putting together an expert panel and a discussion guide to create an engaging event. We also guide you in how to use webinars as part of your broader marketing campaign, such as when creating a campaign kit.
We work with clients to develop:
- Webinar topics.
- Core messaging.
- Identifying and securing expert panels.
- Discussion guides.
- Core slides.
