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In my nearly 10-year career as a founder and CEO of a marketing company, I have had the opportunity to work on a wide range of high-growth and cybersecurity brands. Each day I learn new things about the marketing industry, and how to implement the most effective practices.
I am excited to share with you some of the key trends that I have noticed in recent years. These are not only slaying the competition right now, but will also be changing the game within the next couple of years. These trends, in my opinion are a must-know for any company that wants to dominate the market by 2025.
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1. Experts in the field of Embracing “New Media”
Trust is the key to sales in cybersecurity. Your prospects will purchase from you if they trust your brand and product. You can’t buy trust with content, ads or more eyes. Just because people are seeing your brand does not mean that they will trust it. Experts can help. “new media” Come in.
You may not be aware that individual content producers are getting huge audiences through newsletters, podcasts and blog posts. They are experts in their niche, or influencers, as you may call them. These people have built credibility within the industry by sharing actionable, valuable content. The key is to find influencers who have already built a strong relationship with their audiences. If they recommend your product their audience will automatically believe you. You know how it feels when you get a recommendation from someone who you admire or a close friend.
A prospect I spoke to recently was frustrated with the advertising they were doing, saying it was expensive and producing the wrong kind of leads. They switched their advertising strategy to partnering with a well known cybersecurity blogger who would recommend them to the audience they were targeting.
Our client’s ROI was boosted by reaching an audience who were already interested, trusted, and searching for a solution. Even better, since Presspool.ai has hundreds of experts with similar expertise in its network, this was a success that we were able to replicate for our client on a pay-per-click model.
Expert collaborations that are successful can come in many different forms. Below are a few examples.
- Blog articles in detail That demystify the way specific security solutions tackle emerging threats. Focusing on education rather than sales.
- Podcasts Listen to industry experts discuss new regulation and gain practical insights.
- Social media engagement threads This can help make security issues more understandable to a larger audience.
I believe that the use of these media platforms will increase in 2025. The collaborations help to build credibility almost immediately and form real connections with audiences that appreciate transparency and authenticity.
2. Think leadership across the company
The expansion of thought-leadership beyond the founding team or the executive management is one of the most rewarding things I have observed. Showcasing collective expertise from engineers, analysts, and marketers in cybersecurity provides an overall view of the company’s dedication to security and innovation. The company will also appear human and relatable, both of which are important in the tech industry.
In one project, we invited team members to participate from all departments. Our platform was a place where engineers shared their solutions and experiences, allowing them to offer insights which resonated with our audience. The strategy enabled other engineers to engage with us differently, which led them to recommend us to marketing decision makers, leading to new business opportunities.
Contributions from all employees are important in conveying the mission and vision of a company. While executives’ visible presence is still essential, they add a lot more depth. This is like an orchestra where every member contributes their own unique style to produce a strong performance. The collaborative thought leadership approach positions the company to be a multi-faceted authority on cybersecurity, helping the brand become more relatable, trustworthy and human.
3. Crafting technical content to convert
It is a common topic of conversation with my clients to discuss the difficulty in translating technical jargons into language non-experts will understand. It’s important to keep the core of your message intact while simplifying. You should also use language that is familiar to the audience, not what you speak. It’s amazing how many words you use your target audience won’t understand.
If the message doesn’t resonate with your audience, they will hear static as though the dial was on the wrong channel. If your message is concise and easy to understand, your target market will immediately connect with it. It’s as if you tuned the dial exactly for their favorite song.
Always relate your technical content to the problem that your prospects are facing and show how your technology can provide a solution. People are not interested in your company or technology. They care about the problems they face.
Ask questions. “Does this content clearly illustrate the problem we solve and position us as technical experts to address it?”
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I was able to see the power of these trends and their potential after working with dozens and dozens cybersecurity brands. Companies can quickly establish their leadership position by leveraging the expertise of experts, extending thought leadership across an entire company, and creating technical content with a high level of resonance.
