Cloud security software has emerged in recent years as one of the most critical components in an organization’s tech stack. As more companies migrate their data and applications to the cloud, securing those assets is critical to taking advantage of the cloud’s many productivity and efficiency benefits.
Investing in cloud security software enables organizations to streamline numerous functions, including monitoring access, protecting information, securing data exchange between applications, establishing governance controls and more.
Given the growing importance of cloud security, it’s no wonder potential buyers are in need of excellent cloud security content.
Without the right data on hand, creating this content can be a serious challenge for B2B marketers. But they don’t have to do it alone. At CONTENTgine, we manage a database consisting of hundreds of thousands of pieces of B2B content. We distribute this content to millions of subscribers and gather information about their engagement, helping us understand the types of content users find most helpful.
In the latest edition of our Top 5 most popular assets series, we take a look at the most popular pieces of content in the cloud security category, explaining key trends that B2B marketers can use to enhance their own content and vault themselves into the Top 5.
Buyers want to learn about other customers’ success
Each of the pieces in this edition of the Top 5 shared one common theme: An emphasis on social proof and customer testimonials. While most of the pieces were full-blown case studies, even the ones that weren’t still featured customer testimonials showcasing the value buyers can realize.
This insight reflects a concern in the cloud security space: It’s still relatively new, and many products are untested, meaning relevant examples can be hard for consumers to find. That’s a problem for many buyers, who want to read about other companies that faced challenges similar to theirs and deployed a cloud security solution that successfully resolved those issues.
Interestingly, most of the pieces in our Top 5 were relatively short and lacked deep explorations of the featured security solutions. This shows that customers are not overly interested in the technical specifications of different products; they want social proof that demonstrates whether those solutions are actually able to solve their security challenges.
This is apparent in Illumio’s e-book, “Better Cybersecurity Begins With Real-time Visibility.” While this piece contains multiple case studies, each customer story hones in on a single feature (which, in this case, was Illumio’s real-time mapping displays). It’s further evidence that consumers in this category don’t want information on how different solutions can deploy different features to solve singular problems, but rather, how singular feature sets can solve multiple problems.
Peace of mind is paramount
Another common theme shared by the most popular cloud security pieces is their promise to give customers peace of mind. This complements the takeaway discussed in the previous section as readers are less concerned about the technical aspects of these solutions and more focused on how they can help them.
Cloud security problems are complex and not only require a huge amount of time and resources to manage but also come with a substantial degree of risk. Buyers want to know that security solutions have the capacity to ease the burden on their business and the security teams.
Most of these pieces focus on the zero-trust security model as a way to create peace of mind. Zero-trust models are based on the idea that every individual or device needs to be verified prior to gaining access to the cloud, even if they are ostensibly already considered trustworthy. This gives an added layer of security that mitigates the incidence of mistakes and ensures unauthorized users can’t gain access to systems.
Interestingly, the emphasis on peace of mind and zero-trust models means companies are focused on building trust with consumers by reinforcing the idea that they can’t trust anyone.
Take your cloud security content to the next level
If you want to create compelling and engaging cloud security content, the data is clear: Consumers want to learn how cloud security solutions can help them solve their specific business problems while giving them peace of mind.
This is just a window into the type of data insights CONTENTgine provides B2B marketers. Contact our team to learn more about how CONTENTgine can help you optimize your content and enhance your marketing efforts.