For copywriting to succeed, you need to truly grip your audience. This can be somewhat challenging when it comes to more technical subjects. As the world evolves, the digital landscape has transformed into a much larger field.
As a result, most copywriters find writing in these areas quite daunting. Cybersecurity and cloud computing have long been one of these feared industries. To market products or platforms, copywriters have to navigate complex terminology, fluctuating trends, and dynamic systems.
Naturally, this can be even more difficult when optimizing content for SEO purposes. Search Engine Optimization (SEO) typically relies on simplified sentences that avoid complex words or jargon. This helps the content rank higher and makes it easier to read.
Copywriting for cybersecurity companies doesn’t have to be a nightmare. We’ve drawn up a few ways you can create compelling copy that’s SEO-optimized while appealing to a global audience. First, let’s consider the industry as a whole.
The cybersecurity and cloud computing industry has drastically grown with the digital transformation of most industries. The global cybersecurity market size is projected to grow to US$ 424.97 billion in 2030.
As more companies move to cloud computing and virtualization, there are more threats to be wary of. The introduction of artificial intelligence, machine learning, and the Internet of Things have all streamlined the expansion of the industry.
This has also created a growing demand for cybersecurity platforms and products. As with any business, cybersecurity needs to be marketed to the general public in a palatable fashion. People do not buy or invest in anything they do not understand. That’s where your job as a copywriter comes in handy.
Copy for cybersecurity or cloud providers needs to water down technical lingo to appeal to a general audience. Solutions have to be presented clearly and concisely to attract potential clients while still maintaining a professional aura.
One of the main tasks for a copywriter is maintaining a consistent blog for clients. For cybersecurity blogs, this means regular research, a clear directive, and a general understanding of the industry. Here are some of the steps to follow when writing a compelling cybersecurity blog:
Cybersecurity and cloud computing are highly dynamic fields. This means that almost every day, an innovation, vulnerability, or technology is found. You have to ensure that you cover several different reliable news sources, videos, and studies to give credibility to your content. It also helps to understand the industry yourself to avoid getting confused.
Cyber-attacks have the potential to shut down entire businesses, industries, and even governments. When creating your content, you need to relay the sense of urgency that the situation requires.
A key feature of cybersecurity blogs is that they will report on cyber-attacks or news within the industry. This means that your content will include articles about recent security incidents and have follow-ups that keep readers updated. This shows that the company is invested in the field and offers the opportunity to market products.
Writing about cybersecurity and cloud industries might not exactly seem like light reading for the average person. As a copywriter, you have to find the common ground that will appeal to a global audience. For instance, data breaches can expose the personal information of thousands of unsuspecting people daily. This is a legitimate concern for the general public and pushes them to consider their cybersecurity options.
It’s your job to tweak the highly technical and sometimes overwhelming information to create easily digestible content. Explaining cybersecurity terms and platforms more simply involves the customer and makes them feel like you’re offering them more than smoke and mirrors.
While the technical aspects can be a lot for a copywriter to master, you can easily make use of YouTube tutorials or articles to get a better footing when describing complicated information.
Every client has different needs. It’s important to understand the general tone that your client wants to convey in their content. If the company wants a strictly professional tone, you can ease up on the colloquialisms and flowery language and opt for a more straightforward and concise approach. Remember, your content is meant to amplify their voice, not your own.
In every industry, you need to look out for what your competitors are doing. This helps you stay ahead, provides ideas for new content, and ensures that you’re not missing any new scoops. Another key reminder is to never accidentally reference competitor brands in your content. While you can look through their work for ideas, you’re not meant to drive traffic to the opposition’s side.
As a cybersecurity or cloud platform provider, you need to establish yourself as a tried and tested company. This means you need to avoid bloating your ego and rely on the testimony of clients to back up your brand. Case studies are a great way to showcase your products’ capabilities, show off your extensive customer base, and encourage potential clients to invest.
Going beyond general content, your job is also to market cybersecurity and cloud computing platforms and products. Here are some steps to create copy that also sells:
To properly market your products, you need to understand your audience. For a large cybersecurity company, the decision-maker will probably be a CEO who’s looking for clear, concise, and to-the-point content. Don’t waste time with large written chunks – opt for brief bullet points, visual aids, and structured solutions.
Your cybersecurity client is not looking to secure a once-off product deal with its customers. The goal is to create a longstanding customer that will invest in several different products and choose to partner in the foreseeable future.
You have to lean heavily on the business value of using the cybersecurity or cloud platforms in question. The reader needs assurance that these are reliable, enduring, and constantly being improved.
While this might seem out of place for a technical field, it’s also important to remember that there are humans on the other end of the screen. Harvard Business Review found that emotional motivators drive consumer behavior.
This means that eliciting an emotional response is more likely to lead to a purchase. How do you appeal to emotions in this field? You leverage the feelings of fear and uncertainty to market a platform that makes sure you’re safe and protected.
For example, an article about a recent data breach is immediately followed up by the ability of your product to mitigate those dangers.
While you want to maintain a professional standard, you need to create copy that can be globally understood. Try not to bore your readers to death with long, winding explanations or a verbose and obnoxious vocabulary. The technicalities and specifications of the industry can make this difficult but you have to find a way to engage readers on their level and create genuine interest in the products. As always, less is more when it comes to writing.
Your content needs to address the main issues affecting customers. Cybersecurity and cloud providers are not window-shopping destinations. This means that there’s usually a definitive existing issue for a customer to be looking through your content.
When marketing platforms, focus on how they can eliminate common issues that customers might run into with more traditional setups. For example, mention the cost-effectiveness of using a cloud computing platform over on-premises IT infrastructure. This is the hook, line, and sinker for the potential customer.
Some of the common pain points – or challenges - that cybersecurity or cloud companies face include:
Your content needs to inspire action above all else. Ensure that you’re motivating your reader to take control and invest in the products and platforms that will help their situation. Point the reader in the direction of websites, downloads, demos, free trials, and more. Remember that you are not just advertising a product - but an entire brand.
Creating content that engages in the entire point of SEO. To make sure your content is SEO approved, ensure that you:
Creating compelling copy that engages tech industries while still appealing to the general public and ranking higher up for SEO can be a bit overwhelming at first. However, with the right tools and skills, you can make the most out of a lot of confusing jargon.
Another great way to ensure excellent writing for the cybersecurity of cloud computing companies is to simply outsource your copywriting. TMG Global is a dedicated team of talented, dedicated, and brilliant writers who can seamlessly navigate almost any industry to create compelling SEO copywriting.
Contact TMG Global today for a free content audit to make sure that your company’s copy stands out.
