30 content ideas for cybersecurity companies (with examples)

What are some good content ideas for cybersecurity marketers?

Content Visit build and execute cybersecurity content marketing programs. Talk to us.

To help you break away from the bland, we put together this list of content ideas built for cybersecurity marketers packed with real examples from leading cybersecurity service providers or solution vendors.

1. Comparison Pages

E.g., Your Product vs Big Competitor. Help prospects researching alternatives find you.

Here's a five examples of cybersecurity comparison pages that we like:

1. SentinelOne vs. CrowdStrike

URL: https://www.sentinelone.com/vs/crowdstrike/

Why it works:

Direct head-to-head comparison with clear tables
Strong CTA (“See the Difference”)
Appeals to buyers already comparing solutions

2. Palo Alto Networks – Prisma SASE vs. Zscaler

URL: https://www.paloaltonetworks.com/sase/sase-vs-zscaler

Why it works:

Uses “alternative to” phrasing
Focuses on pain points of competitor’s solution
Includes a comparison table and Gartner-style messaging

3. NordLayer vs. Perimeter 81 and alternatives

URL: https://nordlayer.com/blog/perimeter-81-competitors-and-alternative/Why it works:

Friendly tone, simple UX with a few bullet points on each.
Offers a downloadable PDF decision makers tool kit.

4. Tailscale vs. OpenVPN

URL: https://tailscale.com/compare/openvpnWhy it works:

Hits the questions that a tech audience might have.
Minimalist, dev-friendly language
Strong branding and positioning without sounding pushy

5. 1Password vs. LastPass

URL: https://1password.com/compare/1password-vs-lastpassWhy it works:

Simple comparison table that works at a glance and on mobile
Includes social proof i.e reviews from PC mag and others.
Nice pillar type post, links out to other comparisons.

2. BOFU Blog Posts

Answer specific questions people have right before purchase:

“Phishing simulation pricing”
“Best ransomware protection for small clinic”

Bottom of the funnel (BOFU) blog posts target the small percentage of people who are actively in the market.

Good BOFU blog ideas answer specific, often commercial related query like:

“Phishing simulation pricing”
“Best ransomware protection for small clinic”
“Top MDR providers for healthcare startups”
“SIEM vs XDR: Which is better for hybrid environments?”

The traffic here is going to be very low but theoretically it is coming from qualified leads who are close to making a purchase. You can usually spot these keywords because they a have a high CPC (cost per click equivalent) if purchased through ppc.

One well-ranked BOFU blog can save thousands in ad spend over time.

3. Guest Posts for Backlinks

Guest posts are posts on third party websites written by (or ghostwritten for) your SMEs or executive team.

They can help you earn backlinks (and improve your SEO rankings) and put your brand directly in front of security audiences.

Focus on contributing original insights to industry sites like:

Security Boulevard
Dark Reading
Threatpost
The Hacker News
Infosecurity Magazine

Learn more: 31 No-Cost Guest Posting Opportunities for Cybersecurity Marketing

4. Original Research / Data Reports

Commission a survey or analyze internal data (e.g., incident trends) to create a shareable, gated report.

Here's four recent examples of cybersecurity research reports for inspiration:

Plus, you can check out cybersecurity report examples on www.cybersecstats.com

5. Repurposed Webinars

Turn recorded webinars into blog posts, quote graphics, short videos, and email sequences.

6. SME Interviews

Interview your engineers, analysts, or CTO on a technical topic.

Ask them to explain something they wish prospects understood. Use the conversation to create blog posts, LinkedIn content, email campaigns, or scripts for webinars and videos.

You don’t need a production team or hours of recordings. A 20-minute call or even a Loom video can give you plenty to work with.

We find that a single hour long interview can be repurposed into over a month's worth of content if done correctly.

7. Landing Page Refreshes

Cybersecurity landing pages are typically not as good as they could be. We almost always find that vendors focus too much on their own thinking in landing pages and forget to incorporate the voice of the customer.

Here’s a few high-impact ways to improve your cybersecurity landing pages:

Rewrite your H1 to focus on the buyer’s problem, not your product. Instead of: “Advanced MDR Platform” can become Try: “Advanced detection without advanced maintenance”
Add a short integration that answers “What does the solution work with?” in 2–3 lines. People are hyper aware of integrations.
Replace buzzwords with buyer-language pulled from actual sales calls or user interviews. Start with the pain points then talk about the solution i.e "ransomware protection” not “runtime protection”.
Update CTAs to reflect where your audience is in the journey. Swap “Book a Demo” with “See How It Works” or “Get a Free Security Gap Analysis”. Only a small percentage of the market are actually ready to buy right now.
Feature mini case studies or proof points directly on the page, take snippets from your case studies and sprinkle them throughout.

8. Email Mini-Courses

Give people a reason to subscribe to your mailing list in the form of expert advice lead magnets. Here's a few ideas:

A 5-part email series like “How to Build a Security Awareness Program” as a lead magnet.
Get six emails that help your build a better DORA compliance program.

9. Narrative driven case studies

Tell a story, show real data, include quotes from the IT team

See Morphisec’s customer stories section for example. Like this study case study of how they helped Hueston Eye Centre.

10. Red Team/Blue Team Insights

Share what your team learned from tabletop exercises, simulations, or pen tests (non-confidential parts).

This works for companies doing offensive security (whether as a service) or providing an automated solution.

11. Content Partnerships

Co-author content with adjacent vendors or influencers in your ecosystem to expand reach.

Especially for vendors that sell through channel partners. Are your channel partners hosting content about your solution? If not work something out asap to boost your brands visibility and own another demand generation channel.

12. Data Visualizations

There are tons of amazing data hidden in reports, whitepapers and press releases.

Turn pre-existing security data into new visualisations, share them on linkedin or distribute them through press releases.

Turn detailed blogs into carousels, polls, and short-form thought leadership on LinkedIn.

Check out pen testing company Secforce Linkedin page for some really nice examples where they turn their high quality blog posts into carousels with on-brand visuals.

14. “Security Stack” Spotlights

Break down a hypothetical or real-world tech stack (e.g., “How a law firm cybersecurity stack looks in 2025”).

And point out how a security or IT team could build a better stack with less or similar resources.

15. Myth-Busting Posts

Call out assumptions: “You can’t manage a SIEM without a dedicated SOC” or “3 MFA Myths That Waste Budget.”

If those assumptions happen to be false.

16. Explainer Videos

Videos are a critical part of the cybersecurity content marketing mix in 2025. Search any popular cyber keyword on Google and you will see youtube videos come up in the results.

Get ahead with short, animated videos that explain a security concept, product feature, or industry trend. If you can, get an internal SME in front of the camera talking about solution in a natural way i.e “fireside chats”.

Don’t overproduce, just be honest.

17. Interactive Tools

If you have a)enough budget and b)see a user need you can service, it can be an extremely powerful marketing content asset to build tools like ROI calculators.

Check out: Kaspersky’s cybersecurity spend calculator.

18. Curated Roundups

Great for a newsletter.

Collate weekly or monthly recaps of security news and send them to your mailing list. Ideally focus on a specific pain point or audience like "CISOs in the fintech industry".

19. Buyer’s Guides

Detailed, step-by-step guides to purchasing certain categories of cybersecurity solution.

Check out: Element Security's CTEM solution guide.

20. Objection-Handling Blog Posts

Turn common sales objections into blog posts i.e "Why XDR Isn’t Overkill for Small Teams."

Check out: SeonseOn's blog "why I stopped using a SIEM" for inspiration .

21. “What to Look For” Posts

Help prospects vet vendors with articles like "What to Look for in a Managed Detection & Response Provider."

Just be fair and balanced. You are obviously going to promote your solution as the best option but don't disparage other options either.

22. Thought Leader Ghostwriting On Linkedin

The best way to get visibility on Linkedin right now is to take slightly offbeat (i.e controversial) takes from your SMEs and magnify them with long form opinion posts on Linkedin.

This will inspire conversation.

23. Security Predictions Posts

Publish annual trend forecasts or "What’s Next in XDR" content for upcoming quarters.

Ask your product teams what their predictions for the market are.

24. Deep Dive Tech Explainers

Security buying teams will always involve technical people. They want to know things like how your approach to run time security is better than everyone else's

Break down your solutions performance and methodology for them in technical solution briefs. Bonus points if you can get some technical reviews from third parties.

25. Customer Q&A Blogs

Turn real customer questions from support or sales into Q&A blog formats.

Ask your sales team what customers are saying.

26. Pre-Mortem Content

Get into the shoes of a CISO "before a breach".

Think what your solution does and what the result of not having that capability is. Outline what can go wrong and how it goes wrong i.e “How insecure deployment happens”

27. Micro Case Study Slides for Sales

Turn larger case studies into bite-sized decks reps can use in outreach.

By bite-sized, we mean "can this be brought across in two sentences".

28. Benchmarking Content

Give buying teams the resources they need to compare themselves to peers. Figure this by looking for cybersecurity statistics and working backwards to your target buyers.

“How does your zero trust posture compare to others in your industry?” (great for generating signups or engagement).

The ultimate SEO play. Build pillar posts like this one and link out to blogs that tackle sub topics of that pillar (like the blog your reading right now).

Build pillar pages with internal linking to clusters of related blogs around a theme (e.g., Email Security, Ransomware Response).

30. Product Release Spotlights

Instead of generic release notes, create mini blog posts or videos showing what’s new and why it matters.

Written by Laura Martisiute