How to Build a Threat Research Content Engine and Stop Publishing Into the Void
Threat research is one of the most powerful marketing assets in the industry, but it won’t go anywhere without a production engine behind it.
This session gives a behind-the-scenes look at the content engine behind Varonis Threat Labs. Discover how to translate complex threat research into narratives that enterprise audiences actually trust, that journalists actually want to cover, and that make an impact on deals. It started with world-class research and zero marketing muscle. What came next was equal parts strategy, creativity, and scale.
From editorial standards and thought leadership to CTF activations at Black Hat and DEF CON, this is a behind-the-scenes look at what it really takes to build a threat research brand. Attendees will leave this session with inspiration and a repeatable framework for doing it yourself.
Session Agenda
- 1. Why most threat research content never finds an audience and the editorial mindset shift needed to change that
- 2. How to translate complex security research into narratives that build trust with enterprise buyers without dumbing it down
- 3. What "campaigns" look like in a threat research context, from CTF activations at Black Hat and DEF CON to social-first content that fits the channel
- 4. How to scale a content engine when you're managing creative, strategy, SEO, and thought leadership all at once (not to mention competitive campaigns from the brand)
- 5. Connecting research content to business outcomes (brand authority, press coverage, and pipeline) without losing editorial integrity
- 6. How to be proactive with threat research, even when responsible disclosure is holding you back
Speakers
Lexi Croisdale
Director of Global Content Marketing
Varonis
About this Session's Track
Security Research & Content Marketing
Learn how to leverage original threat research and technical insights to create authoritative content that educates your audience and fuels demand.