In our fast-paced world of news, security professionals are constantly on the lookout for new threats and emerging challenges that could impact their organizations.
Staying ahead of these issues demands timely and relevant information that addresses the concerns of the moment, and enables them to evaluate their existing security technology. Security firms that excel in content marketing understand this dynamic, move quickly and leverage it to position themselves as thought leaders and problem solvers to both existing and potential customers.
Hot Topics Drive Security System Evaluations & the Need for Answers
When a hot new topic makes headlines, it often prompts security professionals to evaluate their current systems and strategies so they can report on the threat to their leadership. New threats or issues, such as the rising concern about drone activity, can reveal vulnerabilities or gaps in existing security systems that may need to be addressed. For example, recent news about drones being increasingly used covertly for surveillance, smuggling, or unauthorized access has put this technology under the spotlight. As awareness grows, security professionals will question whether their current systems can mitigate these risks or if upgrades and new technologies are necessary.
This reactive cycle creates a prime opportunity for security firms to engage their target audiences with unique, targeted and timely content.
Search Patterns Align with Emerging Concerns of Security Professionals
When a new issue becomes prominent, search patterns often shift to reflect this heightened focus. Security professionals begin researching the problem, to looking to organizations on LinkedIn who they trust or view as thought leaders in security, looking for potential solutions rather than specific products.
For example, when concerns about drones started making waves, searches for terms like “how to detect drones” or “drone countermeasure technology” increased. This presents a golden opportunity for security firms to create content that aligns with these search patterns. Instead of pushing a specific product, effective content marketing addresses the underlying problem, offering insights and solutions that resonate with the audience’s immediate concerns.
Content That Solves Problems Engages Audiences, Builds Trust and Credibility
Content that speaks directly to a security problem and discusses potential solutions is far more likely to be discovered and engaged with in search results. When professionals seek information, they’re not looking for a sales pitch; they’re looking for answers and generally are highly motivated.
Drones and Surveillance: An Example of Timely Content
Take the drone example: Instead of promoting a specific surveillance camera, a security firm could create a blog post or whitepaper discussing how existing surveillance systems can detect drones, either through built-in capabilities or by integrating complementary technology. This type of content positions the firm as a knowledgeable partner in addressing a pressing issue, encouraging further engagement and inquiries.
The growing concern about drones offers a clear example of how timely content can make an impact. As drone-related threats become more apparent, security professionals are increasingly interested in understanding how to detect and mitigate these risks. Content that explores how surveillance systems can address drone threats—whether through existing features or integration with specialized detection technology—is likely to resonate strongly with this audience.
For instance, an article titled “How to Protect Your Organization from Drone Threats Using Surveillance Cameras” could delve into:
- The types of risks drones pose to facilities.
- How modern surveillance systems can detect and track drones.
- Complementary technologies, such as radar or acoustic sensors, that enhance detection capabilities.
- Practical steps organizations can take to evaluate their current systems and implement effective countermeasures.
This type of content not only attracts readers but also positions the security firm as a forward-thinking leader in addressing emerging challenges.
Proactive Security Firms Lead the Content Marketing Game
Security firms that proactively create content around hot topics and discuss solutions, rather than pushing products, can gain a significant edge in content marketing. By focusing on the problem and its potential solutions, these companies demonstrate their expertise and build trust with their audience.
Want to learn more? Schedule a no-obligation consultation with the SecureMark team today.