Supercharge inbound marketing with a proven content strategy
The only thing better than writing content as a CEO is another CEO doing it for you.
In the security world, just being able to talk to customers is hard.
CISOs are constantly bombarded by pitches from vendors and are rarely in a mood to take a “quick call” from someone they have never met.
When I started doing research prior to launching my company StackAware, the most common response I got to my outreach (just to ask questions, not to sell!) was crickets.
The second most common response was “no thanks.”
But then I decided to change my approach.
I started writing Deploying Securely and posting consistently on LinkedIn in the early fall of 2021. Progress on my newsletter was slow at first but it picked up over time.
While many of my first LinkedIn posts bombed, my following started to grow as I continued making a consistent effort.
Pretty soon, a funny thing started happening…
CISOs started reaching out to me!
I quickly realized that the key to getting buyer attention in this market was fresh, hard-hitting content. Not the stuff written by professional marketers that looked flashy. CISOs can get that by the boatload from vendors.
What they want to hear is how fellow practitioners are dealing with real-world challenges. In all of the gory detail.
When I started building StackAware in public, I got even more attention.
Then something else cool happened:
The CEO of another security company asked me to write for him.
And I realized it made complete sense.
Who would know better how to communicate as a CEO than another CEO? I understood the challenges, the market, and the customer base far better than any generic ghostwriter. Once I learned his strategic vision, translating it into words was easy.
I soon realized there was an opportunity here to help others. So I decided to formalize my process and am going to take on one more CEO as as client for my Ghostwriting-as-a-Service offering.
If you are leading a growing company in the security space and want to kick your inbound marketing into high gear, let me know.
And if you know someone who could benefit from something like this, please forward this note on.