Fast-growing cybersecurity firm supercharges content
The employee-owned firm firm embraces a 90-day sprint to level up marketing success
Cybersecurity services have become one of the fastest-growing tech businesses today. With threats, risks and compliance mandates growing, companies of all sizes across every vertical around the world must make significant investments in this part of their IT infrastructure. For SMBs, in particular, access to industry-leading practices and support is a necessity since these organizations typically lack the deep knowledge to ensure operational safety.
Such an explosion in demand has been both a blessing and a concern for an employee-owned firm delivering modern security service solutions across five continents. Headquartered in Chicago with operations spanning the globe, the company delivers 24/365 support backed by certified security experts. Its phenomenal growth has enabled the company to rapidly add resources and talent to meet the needs of its clients located in seven markets. At the same time, this non-stop expansion has created unique challenges for the company, which is undertaking transformational growth
Ensuring new and existing customer needs are met is, of course, the company's top priority. As a result, sales and marketing functions are having to play catch-up to growing customer demands – a common challenge for many flourishing businesses. However, this bottleneck threatens future growth as the firm sets sights on new product launches and markets. Without a robust marketing content strategy backed by significant resources, it risks slowing its momentum.
As the company embarked on its transformation, it sought to quickly align content marketing to its ambitions. To do this, it embraced a 90-day sprint recommended by Reach Content Marketing to achieve its goal of greater brand awareness, powerful messaging, thought leadership amplification and rigorous processes. The company built the business by demonstrating its expertise to prospects and clients, and it aims to further strengthen that trust with informative and authoritative insights. This would be achieved through:
• Month 1: Audit and discovery. The strategy called for mapping the existing landscape and identifying gaps in its narrative. This stage included a platform audit, a comprehensive review of the company’s website and active social channels and conducting an inventory of owned, partnered and curated content. A tech stack review also ensured the team is equipped for data-driven decision-making.
• Month 2: Strategy and content alignment. This stage synchronizes content development to current year commercial goals and marketing priorities. Efforts to define client personas also crystallize the marketing/sales funnel. Along with prioritizing channels producing the highest impact, defining SME swimming lanes and designing content development workflows, this part of the sprint solidifies a sustainable and scalable framework.
• Month 3: Activate, amplify and measure. With processes and workflows in place, the firm is able to follow a regular cadence for producing “always-on" business-as-usual content and high-impact "hero" campaigns. With the development of a year-long editorial calendar aligned to strategic business initiatives, the company can be sure to support the strong demands of its clients and prospects, alleviating Usama from worrying about marketing keeping up with company growth.
As global demand for cybersecurity services continues to grow, the firm is positioning itself to benefit from market momentum. Its investments in people, technology and processes are leading to success across its international footprint.