October 5, 2022
by Breaking Through in Cybersecurity Marketing
Chris Cochran and Ron Eddings are two very special guests on this episode of Breaking Through in Cybersecurity Marketing. Chris and Ron are from Hacker Valley Media, the producers and sponsors of this podcast. Gianna and Maria chat with them about successful content strategy and marketing in cybersecurity, digital marketing successes and failures, and they drop hints about what to expect in their workshop at Cyber Marketing Con 2022. Timecoded Guide: [01:51] Successful content marketing strategy in cybersecurity
[05:32] Successes and failures in cybersecurity marketing strategy
[15:01] Cyber Marketing Con workshop hints and teasers
What does a successful content marketing strategy look like in cybersecurity? Putting out content, including audio files, is just the beginning. You have to put out valuable content that’s not always looking to make the sale or fill the sales funnel. It’s also important to know that content strategy and successful marketing campaigns will change over time. You might be completely sold on your cybersecurity marketing strategy only to realize a few months later that you need to pivot. So putting out valuable content but staying flexible is key.
“Everyone should have a content strategy. If you're in business, you have to do content. That's just the name of the game these days.” –Chris Cochran
What are some successes and failures in cybersecurity marketing strategy? One of the biggest failures in content marketing strategy is when you’re trying to entice someone to come to an event but don’t give them any more information. The company tells the audience when and where but leaves out exactly what the event is about. That’s not enticing, that feels like the company is simply trying to fill out their sales funnel. They're not addressing pain points.
One of the biggest content marketing strategy successes is giving value to your community. Yes, you need to think about business objectives. But if all you’re doing is selling, it’s not a two-way conversation with your audience. It’s an inauthentic ad campaign when it's not offering value.
“So you have, whether it's a lead, whether it's me signing up for a demo, but I don't necessarily feel invited to this event, I feel invited to your funnel.” –Ron Eddings
“We can also serve people instead of sell to them in order to really build that community, build that engagement with everyone that you're trying to speak to.” –Chris Cochran
What kinds of things can Cyber Marketing Con attendees expect from Chris and Ron’s workshop?
Everyone wants to start a podcast, but not everyone will be successful at it. There are so many details to figure out, from platform to people to solutions to problems. Chris and Ron are going to help people learn how to start and submit your podcast effectively. And even more importantly, how to record and edit a popular podcast that actually has meaning and value to podcast listeners. You’ll learn the tips and tricks Chris and Ron didn’t know when they launched their first podcast.
“I would say the thing that we're going to talk about the most, some might say that it's harder than it looks: making a podcast that has impact. I would say podcasting is more nuanced than it looks.” –Chris Cochran
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Links:
Get tickets for our upcoming Cyber Marketing Con 2022.
Spend some time with our guests Chris and Ron on their website.
Follow Gianna on LinkedIn.
Catch up with Maria on LinkedIn.
Join the Cybersecurity Marketing Society on our website, and keep up with us on Twitter.
Keep up with Hacker Valley on our website, LinkedIn, Instagram, and Twitter.