Reduce the Risks of Older Cybersecurity Content!
Refreshing Cybersecurity Marketing Content: Why It Matters
“That’s old news”. Whether it’s news, clothes, or movies, most of us instinctively discount the value of things that are older. With minor exceptions, of course, for things labeled classic.
I think this instinct is particularly strong when it comes to cybersecurity content. In an industry where threats, strategies and acronyms change so quickly it’s hard to keep up, a three-year old piece of content may feel closer to hieroglyphics than the next big thing.
At Altitude, we’ve spent the past few months looking at the publicly available product and solution-focused content on the websites of several of the top cybersecurity firms to see how fresh their content is. The results are interesting, to say the least. We’ll share more about this effort soon.
Why does the age of your content matter?
The environment changes: What was a minor benefit offered by your solution when you created it, may now be critical – think how the nature of remote work has changed so rapidly.
Your solution is evolving: If your content isn’t keeping up, how will your prospects find out? Does your content address the latest competitive messaging?
New attack vectors appear constantly: Today’s cyber threat landscape isn’t even the same as last week’s, let alone last year’s.
The language of cybersecurity changes: If you have content created prior to 2019, you’d have to been clairvoyant if it includes ‘SASE'.
Your brand changes: Not all of the time. But we’ve seen content that clearly was designed prior to a brand refresh and that’s an easy tell that someone is about to consume ‘old news’.
I’m not suggesting that your older content should just be tossed in the bin, or that all of your content should be redone, or less than a year old. Everyone has budget and resource constraints and needs to make the strategic content decisions that are right for their company, division, or product.
What I would suggest is:
Do a quick audit of the content you’re currently offering to see how old or new it is.
For content you feel is essential to the buyer’s journey, ask yourself, “What impact could a newer, or upgraded version of this content have?”
Think ahead to what changes you are seeing in the industry, or your next product or solution upgrade and ask “When will this content become outdated?” and plan ahead to either replace or refresh it.
I suspect that in many cases, your prospects don’t need MORE content to decide your solution is right for them. They may just need a newer, better version of the content you already have. Good luck!
At Altitude, we’re focused on creating content that delivers the ‘most relevant information’, in the shortest amount of time.