How to Communicate Cybersecurity
Recently, Alice was invited to appear on the MSP Security Playbook, a podcast produced by cybersecurity solution provider Hemidal and hosted by Jacob Hazelbaker. In her episode, Why Most Cyber Marketing Fails and How MSPs Can Win, Alice shared valuable insights on how both individuals and organisations can better communicate complexity within cybersecurity.
At Alice Violet Creative, we believe that more effective communication is vital to successfully marketing in Cyber and Tech. By understanding and incorporating the human element, technical conversations can be made more inclusive and authentic. This will result in brands being able to create greater trust between themselves and their clients.
To view the whole discussion, be sure to watch the full episode.
Here is a breakdown of how you can communicate cybersecurity more effectively.
Contextualising Cyber
The first component for more effective communication in cyber and tech is context. Alice highlighted that for many, the technical language barrier can be a challenging obstacle, especially when you are new to concepts and topics at hand.
“ I think communicating complexity is all about putting it into context. Cybersecurity for people is a lot of new terminology and new language, especially if English isn’t your first language”.
Alice Violet – Host of Cyber Made Human
Alice drew especially attention to the overuse of acronyms. Often, this is an attempt at simplifying a complex term or shortening what would otherwise be a wordy sentence. However, in doing so, you can inadvertently cut people who are not in the know out of the conversation. The simple solution is to state the full meaning outright. For example, we prefer to refer to our company as Alice Violet Creative, not AVC, and to our podcast as Cyber Made Human, not CMH.
Additionally, using less technical language can help simplify what would otherwise be a complex sentence. For instance, when referring to data security and encryption, all brands mean is protecting your personal device. By using more day-to-day phrases and adjusting your language, you can achieve greater clarity.
The Value of Trust
Next is establishing brand trust. This is vital if you want your brand to be recognised for its value and reliability. Your clients want certainty when they work with you. Whilst this is true of any sector, it is crucial in cyber and tech.
“With something as scary and expensive as cybersecurity, trusting the individuals behind the brand is really key.”
Alice Violet – Host of Cyber Made Human
The Role of Thought Leadership
For better communication, effective thought leadership is essential. Public speaking is a great way to give your brand a voice. Alice noted that, because of the technicalities involved, a marketer is very often nominated as the company spokesperson. Whilst this means you will have an effective public speaker, the downside is that they will lack the in-depth insights of a true technical specialist. The solution to this is to encourage specialists to step out of their comfort zone and into the spotlight, as this provides greater authority.
This is where having a business podcast can be a valuable asset, as it’s the perfect setting for specialists to share their expertise without the pressure of a live audience.
“We had something called the Lab at Sophos, which was people who’d be on the dark web all day and literally fighting crimes and ransomware, and that’s who you call when you’re hacked. We would let these people come out of the lab and sit on the mic and talk, and it’s the first time they’d ever done any public speaking, and the conversations were way more interesting than anything.”
Alice Violet – Host of Cyber Made Human
This provides types of video that make for great long-form and short-form content, making it some of the most valuable content when marketing in Cyber and Tech.
To discover more about launching a business podcast, check out our article on: 5 Tips for Launching a Successful Business Podcast
Solution-Driven Story Telling
“Perspective is always valuable, especially in marketing. To be effective at communicating, you need to understand who you are communicating with. By looking at it from their perspective, you can refine your approach. This can be achieved through devising compelling narratives in your content.
Firstly, the level of detail. Many companies tend to go overboard with the technical breakdowns. Most people aren’t concerned with how it was built or the software involved. All they want to know is, what value do I gain from it? By being solution-driven, concise and focused. You can get straight to the point and ensure outcome-driven results.
Returning to context, a valuable tip is to show it rather than say it. Alice elaborated on this point by sharing our creative process for our “Securing The Future of Technology” mini documentary series.
“We could have just sat in an office with someone talking to the camera about agritech. But we didn’t. We went to farms and showed the presenter, talking to someone who specialised in Agritech, how robots had increased efficiency and saved money on the farm. I think just putting us in context made such a difference.”
Alice Violet – Host of Cyber Made Human
With this approach, we were able to successfully convey the complex topics at hand without overwhelming viewers.
Creating Authenticity
A key point identified by Alice is the imagery popularised by cyber and tech brands.
“In cybersecurity, to stand out, all you’ve gotta do is not use a padlock on the front of your brochure, and you are different from 85% of other cybersecurity companies.”
Alice Violet – Host of Cyber Made Human
The visuals you use will evoke a response. A popular example we use is the imagery around hacking. Very often, it will feature lines of code and an ominous figure in a dark room. This deters rather than engages. Subsequently, to improve authenticity, use honest, transparent and genuine visuals that reflect your brand. Just because everyone else is doing it doesn’t mean it’s the right approach.
This also extends to your approach to thought leadership. A valuable tactic is to cover current and sector-relevant news and points of discussion. Understand what people want to know, then use that to inform your approach. This way, you can connect with your consumers by demonstrating your understanding of their concerns and offering a solution or alternative. However, don’t be afraid to disagree. Your opinions are what make you unique. Be true to yourself, and you will generate authentic, meaningful leads.
Summary: How to Communicate Cybersecurity
We always enjoy collaborating with creatives, podcasters and cyber specialists. Discussing how we can make cybersecurity communication more effective is an important conversation for everyone in this sector. Whilst several areas need to be addressed to ensure an effective approach, the results are worth it.
Primarily, context. This is the key variable to keep in mind when creating content. Your consumers need to understand the value you offer without being overwhelmed with technical jargon. Maintain a solution-driven approach that emphasises direct, concise storytelling. Where possible, show don’t tell; you want your visuals to be unique to you. Don’t copy what everyone does; craft your own image. This will create authenticity, enabling you to forge meaningful partnerships and result-driven leads. Throughout this process, exercise your thought leadership initiatives. If you are uncomfortable with public speaking, consider podcasting or social media. Your experience is at its most valuable when it comes from you.
Thank you to MSP Security Playbook for having us on the show, be sure to check out the full episode on their YouTube and Apple Podcasts platforms.
Want to enhance your organisation’s communication?
JACK
Digital Content Producer
SPECIALISMS
+. Writing
+. Video editing
+. Photography
+. Social Media Management