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In part one of this blog, Cybersecurity Content IS Hard to Read: Here’s Proof we shared our research on cybersecurity readability and it revealed that most cybersecurity content is hard to read. Even within a company, different product lines or business units scored different readability scores, which indicates that the opportunity for improvement is significant.

In our role as a business communication partner, we understand the importance of persuasive business communication – both words and pictures. We strive to push our clients to focus on readability and comprehension as key metrics in developing any kind of communication.

Here are our top five ways to improve readability in the cybersecurity sector.

1. Use plain English.

“80% of people prefer sentences written in plain English. This includes expert users with a high level of specialist knowledge.”

— (Clarity is king – the evidence that reveals the desperate need to re-think the way we write)

Cybersecurity experts are well-educated and are comfortable with technical language. Alas, readers don’t share this expertise. Too often, technical language is used when plain English would work better. Plain English is so important there has been legislation requiring some industries to adopt plain English standards. This article summarizes the key aspects of the movement and why it’s so important.

Meanwhile, a few cybersecurity examples – the original and our rewrite. Note: the plain English version includes mini-summaries to reinforce the benefits of complex ideas.

Their content: Our security approach allows organizations to proactively set up enforcement mechanisms via scalable encryption and segmentation approaches; enable predictive analytics that uncover malicious intent as early in the attack lifecycle as possible, and deliver prescriptive guidance so analysts can take remedial action. Our security solutions support out-of-the-box automated integrations with the rest of the infrastructure while also delivering the necessary decision support data to the human analyst.

Plain English: Our approach to scalable encryption and segmentation lets you establish enforcement rules proactively. That means you can anticipate where attacks are likely to happen. Predictive analytics reveal malicious intent early and provide essential guidance for rapid remediation, accelerating your ability to take action. Out-of-the-box automated integrations deliver data that speed decision-making. Our solutions are designed to provide information to help you make informed decisions faster.

2. Eschew compound sentences; furthermore, if you’re using a semi-colon, you’ve already lost them.

See what we did there? Most content is read digitally. That means it’s held in someone’s mind for a remarkably short period of time. Complex sentences make it more difficult to absorb the content because there’s too much to absorb. This is a great article on when and how compound sentences work. Here’s an example that shows how slowing down just a bit allows you to deliver more punch while increasing readability.

Their content: The [product] leverages artificial intelligence (AI), machine learning and automation to provide improved cyber threat prevention and remediation, while offering visibility across all endpoints for better management and control.

Our rewrite: The product uses artificial intelligence, machine learning, and automation. The result is improved cyber threat prevention and remediation. In addition, it delivers visibility across all endpoints for better management and control.

3. Chunk. Digital readers are scanners.

We like this summary of the difference between digital reading and traditional reading. Digital readers jump around a page, looking for information that grabs their attention. That means content creators need to do a better job of creating nuggets of information that can be quickly scanned. We call it chunking.

We’re doing it right now by creating this list of five things. You can scan the five things in bold and then decide if you want to know more by reading the paragraph below each numbered item. Further, we include examples to improve cognition because people learn differently. The next item on our list also addresses the needs of different learning types.

4. Visual communication is essential.

While you can’t test a visual for readability, it doesn’t matter. Many people are visual learners and need visual information to supplement what they’re reading. There are many ways to represent your content visually, but in cybersecurity, one of the best ways is the infographic.

Done well, an infographic should tell your story in chunks (see above), and components can be extracted and used in presentations, public relations, and social media. It’s an asset with a long tail and a worthwhile investment. Neil Patel has collected five case studies that demonstrate how powerful visual communication delivered meaningful business results.

5. IFYKYK, enough with the acronyms already.

Ahhh technology. Other than the government, has there been an industry that relies so heavily on acronyms? Okay, we might be exaggerating, but let’s accept that acronyms are littered throughout cybersecurity content. It’s not that acronyms are horrible, but they do reduce readability and understanding.

The net effect of acronyms on comprehension is that they are like reading speed bumps. Some people slow down to try and understand and others speed up and fly over them because they can’t be bothered. Either way, you’ve created an unpleasant experience that impedes forward movement. (Question, do you know what IFYKYK means, or did you just skip it? It’s the first word in the #5 sentence.) If you have to use them, use them sparingly and closer to information that’s less important.

Here are a few examples of how to pivot and use alternatives to solve the problem. The main point is to focus on comprehension rather than packing the sentences with all the junk.

Their copy: Endpoint detection and response (EDR). All types of endpoints, including Internet of Things (IoT), industrial Internet of Things (IIoT), and Internet of Medical Things (IoMT), need to be monitored and secured. A robust EDR system is often the go-to tool used to deal with attacks that land on an endpoint.

Our rewrite: Endpoint detection and response. All kinds of endpoints need to be monitored. That includes those considered part of the Internet of Things (typically consumer), industrial, and medical-connected devices as well. To secure these endpoints, organizations need a robust endpoint detection and response solution.

Their copy: Security orchestration, automation, and response (SOAR). SOAR levels vary across areas such as onboarding, SIEM systems, detection, investigations, analytics, alerts, workflows, and response and remediation actions. A few MDR providers use bots for triage, investigation, and analysis.

Our rewrite: Security orchestration, automation, and response includes all aspects of cybersecurity automation and response. It includes set-up, managing security information and event management systems, detecting security threats, and investigating incidents. It also encompasses analyzing data, managing alerts, creating workflows, and remediation. Some managed detection and response providers use bots to help with tasks like triaging, investigating, and analyzing security incidents.

Creating content for cybersecurity is a challenging and interesting job.

“Focusing on the reader is the secret for generating content that’s persuasive and actionable.”

We hope these tips are helpful. We know there are always exceptions that require different solutions, but with comprehension as a priority, your readability scores will improve, and hopefully, so will your sales funnel.

If you’re ready to improve your content, we’re ready to help. Through words and pictures, we will elevate your brand, clarify your value, and increase engagement. It’s as easy as starting with one project so you can evaluate our contribution.

To get started, contact Jennifer Throop, VP, Sales and Marketing, who will work with you to define the scope and answer your questions.

At Altitude, we’re focused on creating content that delivers the ‘most relevant information’, in the shortest amount of time.

In a previous post, Content Readability: Why It Matters I discussed the concern that a lot of cybersecurity content is likely unreadable for a significant percentage of its target audience. The more I think about it, however, I don’t think that’s true. The content is likely readable…but only if the reader puts enough time and effort into it.

Which they probably won’t.

Business communicators know all too well the challenge is cutting through the noise to get the reader’s time and attention. If you don’t effectively combine the message with clear visual communication, your readers may miss the key messages or decline to share the content with other stakeholders. This is especially consequential when those stakeholders are involved in the buying decision.

75% of Cybersecurity Content Could be Easier to Read

How big is the problem? Big enough to make readability a priority. We reviewed over 600 pieces of marketing content (in PDF format) from the 13 cybersecurity leaders listed below:

1. Akamai Technologies

2. AT&T Cybersecurity

3. Broadcom Inc.

4. Check Point Software Technologies

5. CrowdStrike

6. DXC Technology

7. F5 Networks

8. IBM

9. Palo Alto Networks

10. Secureworks

11. Sentinel One

12. Trend Micro

13. Zscaler

Then we scored them using Readable.com’s AI scoring platform. Readable’s algorithm taps widely-used readability formulas to provide a score from A to E (with A being the most readable).

What did we find?

Only 24% of cybersecurity content scored either an A or B

It’s fair to say that an AI readability tool like Readable.com doesn’t account for unique cybersecurity terms and concepts that many (but not all) readers would be familiar with. With that caveat, there’s still a tremendous opportunity to simplify content for increased comprehension.

“Three out of four pieces tested, didn’t earn an acceptable readability score.”

Have you thought about your cybersecurity content from a readability perspective? If you haven’t, what are the chances your biggest competitors have?

Prioritizing Readability is a Competitive Advantage

Nearly half of Company 1’s content is likely to be understood easily, which is a significant advantage over companies 6 to 13.

From a sales and marketing perspective, this is where relative scores against competitors might mean the difference between your product brief or whitepaper being consumed or ignored because someone else’s content was easier to understand.

It’s also interesting that within each company, we found diversity in the scores. It makes me wonder if some marketing teams are more focused on readability than others or if it’s simply coincidental. From a company perspective, these differences could explain why it’s harder to get leads for some offerings or move them through the sales funnel efficiently.

Readability Can Accelerate or Slow Down Sales

If we look at individual company results, we found readability can vary across product categories. The example above shows results for one company that had five different product categories on its site. How much more effective would their marketing efforts be if all their content was as readable as the content in the top two categories? It would be interesting to overlay their lead gen results relative to how easy it is to consume the content. It’s likely there’s a correlation between better lead behavior for Category 1 than for Category 5 or 6.

The Big Caveat…Relevance Still Matters

When looking at readability across products within one company, it’s possible that some easy-to-read content simply doesn’t provide the level of detail necessary to be effective in moving a prospect forward in the buyer’s journey. Readability does not equal relevancy and relevancy is as crucial as readability. Sacrificing either can significantly reduce the value of any marketing content.

So, what improves readability? In part two, we’ll share five recommendations for improving your readability scores. We’d love to hear your feedback and thoughts on this research. Leave a comment below or reach out to Jennifer Throop.

At Altitude, we’re focused on creating content that delivers the ‘most relevant information’, in the shortest amount of time.