When you’re writing B2B content, you have to translate technical details into content that’s engaging, credible and relevant to your audience’s real-world pain points. But that’s easier said than done, especially when it comes to the cybersecurity industry.
Crafting cybersecurity content involves striking a delicate balance between technical expertise and accessible communication. As B2B writers and brand journalists, it’s our job to navigate the reader through complex terminology and nuanced concepts in a way they can understand and relate to.
No one wants to read a blog post or white paper full of jargon, unnecessary technical details and long-winded sentences. By simplifying complex cybersecurity concepts and presenting them in user-friendly ways, you can write accessible content that reaches and engages a wider audience.
Why it’s important to simplify complex cybersecurity concepts
Clear, concise and reader-friendly cybersecurity content is important for a number of reasons. Digestible and engaging deliverables help you:
- Reach a wider audience: Content marketing for cybersecurity companies requires you to appeal to diverse audiences, including decision-makers with limited technical knowledge. With cybersecurity increasingly becoming an organization-wide concern, straightforward content can help bridge knowledge gaps and inform stakeholders across departments.
- Establish authority: Clients and prospects want to work with a partner who makes complex concepts seem manageable. User-friendly cybersecurity content demonstrates your expertise and positions you as a valuable resource. After all, how can you help your customers solve their cybersecurity challenges if you can’t talk about the solutions in a way they understand?
- Boost SEO: Search engines prefer easy-to-read web pages that are useful to their audience. By making your content more digestible, you can boost your organic search rankings, which in turn contributes to increased brand visibility and website engagement.
Tips for writing more accessible and engaging cybersecurity content
From research to execution, here are five ways to create clear and concise cybersecurity content that informs and engages your audience, regardless of their technical expertise:
- Set yourself up for success. It’s important to have a solid understanding of the cybersecurity topic you’re writing about. So, set aside time for research and maybe even talk to a thought leader who specializes in the topic. To further inform your research and determine the level of technical detail to include in your article, it’s also smart to read content published in the target outlet.
- Talk like a human. An overload of jargon, acronyms and technical details can get confusing. You’re talking to humans, so make sure your writing sounds human, too. Avoid long sentences and starchy vocabulary. If you introduce an industry term, define it right away and use consistent terminology throughout the piece. Also, be sure to spell out acronyms on first reference.
Sometimes complexity is unavoidable in cybersecurity content. When that’s the case, consider using bullet points and dividing complex information into smaller and more manageable sections. Read your finished product out loud to make sure it sounds natural, rather than robotic.
- Show, don’t tell. Instead of telling your audience how a certain cybersecurity tool can fend off a particular type of attack, show them. Use narratives or real-world examples to illustrate and explain various concepts.
For example, you could describe a phishing attack using a hypothetical scenario that involves an employee receiving a deceptive email asking for sensitive information. You might also use metaphors or analogous terminology (e.g., referring to encryption as a “digital lock”) to explain a concept.
- Emphasize the “why.” To write effective content, you have to know your audience: who they are, what they need to know and why they care about the topic. As you explore the target outlet during the research phase, consider the specific audience it caters to so you can tailor your content to their needs.
For example, let’s say you’re writing tips for CFOs about cybersecurity budgeting. Instead of honing in on the technical details of how certain tools defend against ransomware, focus on how much the investment could save organizations in the long term by preventing costly data breaches.
- Narrow your focus. Cybersecurity is a broad field with countless subtopics, from network security to endpoint and application security. If you try to cover too much in a single blog post or thought leadership article, you risk writing something that’s either long and overwhelming or superficial and lacking in details. By emphasizing the aspects of the topic that are most relevant to your audience, you can create a more focused and impactful piece of content.
Empower organizations through accessible cybersecurity knowledge
Informative, digestible cybersecurity content enables you to engage a wider audience. By staying current on emerging cybersecurity trends and considering the needs of your audience, you can develop content that empowers individuals to better defend their organizations against cyberthreats.
And remember: When in doubt, ask someone unfamiliar with the topic to read your work and provide feedback. A fresh perspective can help identify areas where your content could be more clear or engaging.
Looking for a cybersecurity content refresh? Get in touch with our content experts to unlock the power of clear communication and boost your reach.