Cyber threats are unavoidable—if they’re not affecting you directly, they’re making headlines. Whether it’s ransomware attacks disrupting businesses or data breaches compromising sensitive intelligence, these incidents can feel inevitable. This constant stream of crises poses a challenge to address sensitively, but it also opens the door to opportunity. You can’t avoid cyber incidents, but you can build your cybersecurity content marketing strategy around addressing them with empathetic, solution-focused content.
The next time a big cyber incident hits the news, consider how you might make relevant content that resonates with technical practitioners and business leaders alike, positions your brand as a trusted advisor, and aligns with your mission to protect and empower the organizations you serve.
Address Problems That Matter to Your Audience.
Effective communication hinges on understanding your audience—and in cybersecurity, you’re speaking to two distinct groups: technical practitioners and business decision-makers. These audiences’ priorities and levels of expertise differ, so your content must be tailored to resonate with both.
For IT professionals, engineers, and other practitioners, content should deliver technical depth and immediate value. They want specific, actionable steps they can take to address vulnerabilities, improve configurations, or implement best practices. For example, after a phishing campaign hits the news, your team might create a detailed guide for IT departments with quick wins and how-tos, such as:
- Configuring and enforcing SPF, DKIM, and DMARC protocols
- Implementing email filtering solutions to reduce exposure to phishing emails
- Monitoring user activity for suspicious login attempts
Business leaders and executives, however, often have limited time. They need high-level insights to inform strategic decisions, and they trust their teams to make effective use of their product and solution stack. For this audience, focus on explaining the “why” behind cyber risks and the potential business impacts, framed in terms of ROI, compliance, or reputation (or whatever pain point your high-level buyers lose sleep over).
Content for decision-makers following the same phishing attack could focus on:
- The overall cost of a phishing attack, including downtime or regulatory fines
- How to train employees to spot phishing and mitigate risk
- Strategic investments that reduce exposure, such as adopting a zero-trust security model
Crafting dual-layered content keeps your messaging relevant and engaging for both audiences. If you have an SME helping you create detailed, step-by-step instructions for practitioners, consider adding an executive summary to the beginning of the content that delivers a helpful overview for decision-makers. If you’re writing a blog about risk mitigation and return on investment, season the work with real-world examples and technical details. Addressing the needs of both groups establishes your brand as a trusted partner, knowledgeable about what matters to your prospects, and capable of guiding an organization from prevention to recovery.
Embrace the Light Side of Cybersecurity Marketing.
When an incident gains widespread attention, employees at the affected organization likely already feel overwhelmed, unprepared, or embarrassed. Even organizations that weren’t affected may begin to focus on their own issues only when an inciting event makes news. Instead of spending time on the negative, this is your chance to step in with calm, clear advice. Your cybersecurity content marketing can highlight strategic proactive measures, share success stories, and offer actionable solutions that empower your audience to move forward.
During a surge in ransomware attacks, publish a blog or create a downloadable guide to a ransomware response plan. Include steps like conducting regular backups, implementing endpoint protection, and enacting employee training measures.
Case studies and examples of how others successfully recovered from or mitigated cyber threats using your solution are particularly impactful because they show solutions working in practice, not just theory. Emphasize steps your customer took to thwart a ransomware attack using your solution to show how your product or service plays a key role in prevention and recovery. That’s a trust-builder—your buyers don’t have to take your word for it.
Proactive communication also means creating opportunities for your audience to engage with your brand and experts. Webinars and live Q&A sessions discussing emerging threats are one way to facilitate this exchange; you could also launch a social media campaign with practical tips for preventing ransomware, phishing, data exfiltration, and more. We’re all on the side of the good guys together—share timely, actionable content to build trust and strengthen your reputation as a reliable partner and protector in cybersecurity.
Leave FUD Alone.
FUD in cybersecurity marketing (fear, uncertainty, doubt) is low-hanging fruit. Today’s audiences are savvy and discerning—they want solutions, not scare tactics. The key to building trust is leading with empathy and providing actionable guidance. What would you want to hear affirmed, if your business were breached? Acknowledging the human impact helps your brand connect on a deeper level.
Instead of sensationalizing a major data breach, acknowledge the challenges faced by the affected organization and customers. Frame your content around supporting others in avoiding or recovering from similar situations, not poking fun or over-dramatizing the event. Empathy creates and contributes to a sense of shared purpose, reinforcing that your brand isn’t just selling a product—you’re committed to helping others succeed.
This is where actionable steps come in. After a high-profile supply chain attack, you could publish a risk management article. Offer practical advice such as conducting third-party risk assessments, enforcing strict access controls, and deploying monitoring tools. Shift the focus from fear to empowerment and equip your audiences to take control of their cybersecurity posture.
Stay True to Your Brand Messaging.
Effective cybersecurity content is driven by your brand messaging strategy, which should reflect your brand mission, vision, and values.
Reinforce Your Mission
The mission is the foundation of your messaging. In crisis-response content, your mission should be front and center. If your mission is to “secure digital trust,” frame your content around helping organizations maintain confidence in their systems even during a crisis.
Tie It Back to Your Vision
Your vision should offer a forward-looking perspective to inspire your audience. When crafting crisis-related material, align it with the bigger picture your brand is working to achieve. If your vision is a “resilient digital ecosystem,” use ransomware as a springboard for discussing zero-trust architecture or advanced threat detection to elevate the discussion past the crisis and into solutions.
Act in Accordance with Your Values
Use your values to define how you engage with your audience, a guide for tone, messaging, and what you create in response to cyber incidents. Is empathy a key value of your org? Publish a blog acknowledging the human side of a cyberattack and pointing to recovery resources. Are you founded on collaboration and transparency? Partner with industry experts for informative webinars and co-branded content to provide diverse perspectives on mitigating risks.
Consistent, Thoughtful, Actionable Content Is King.
The role of a cybersecurity marketer is more than just reacting to the latest headlines. It’s about becoming a trusted advisor, helping organizations protect themselves and recover from challenges with confidence.
Transform crises into trust-building opportunities with empathetic, solution-based content. Tailor your messaging to address the dual audience of cybersecurity for content that resonates with all stakeholders. Prioritize actionable guidance over FUD to foster trust, and reinforce credibility and authenticity by staying true to your brand messaging.
With the right cybersecurity marketing content strategy, you’ll build stronger connections with your audience—and make a meaningful impact in a world that increasingly relies on your expertise.
