When it comes to cybersecurity marketing, exploring B2B content marketing examples can help overcome the key challenges—not just attracting visitors, but building trust and converting that traffic into leads.
Unlike B2C, where catchy ads and flashy videos often do the trick, B2B buyers want substance, proof, and solutions to their complex problems. That’s why content marketing has become the go-to strategy for cybersecurity companies looking to grow organically.
And it works. From SEO-fueled blog posts and webinars to interactive communities and strategic LinkedIn posts, smart content strategies have helped some cybersecurity businesses build authority, generate leads, and even close deals – without relying on expensive ads.
At Digi-tx, we’ve seen firsthand how well-planned B2B content marketing strategies can turn website visitors into qualified leads using SEO, LinkedIn, and YouTube. Our approach, based on a partnership model, focuses on organic growth by aligning content to the customer journey – from awareness to conversion.
In this blog, we’ll break down 5 very effective B2B content marketing examples from cybersecurity leaders like Snyk, F5, Astra Security, Scrut Automation, and Akto.
Each example showcases a different approach to using organic channels to drive results. We’ll also talk about how you can adapt these strategies for your own business.
Let’s dive in!
5 B2B Content Marketing Examples Relevant for Your Cybersecurity Business
Snyk – SEO-Fueled Content with Measurable Conversions
Company Overview:
Snyk is a developer-first security platform that helps teams find and fix vulnerabilities in open source and container environments. By 2023, they had achieved unicorn status and were focusing on scaling their user base by converting free users to paying customers.
Campaign Overview:
Snyk’s content team, partnering with an agency, launched a targeted SEO content campaign aimed at converting their high-volume blog traffic into leads. They identified that their top-of-funnel content was attracting traffic but failing to drive next steps.
The Strategy:
- Shift to mid-funnel content: Instead of generic blog posts, they created content like “How to Fix Vulnerable npm Packages – A Step-by-Step Guide” that addressed specific pain points and naturally led to Snyk’s tools.
- Enhanced internal linking: They used a content cluster strategy to interlink related articles, creating a guided path for readers—from identifying a problem to signing up for a free trial or demo.
- Updated older content: Snyk also refreshed older, high-traffic posts by adding clear CTAs and links to more detailed resources, ensuring that even existing traffic was nudged towards conversion.
Results:
- A 20% increase in engagement (measured by time on page and pages per session).
- 380 new user accounts directly from the revamped content.
- 30 product demos booked through content-driven CTAs.
Key takeaway: Optimizing your existing blog content with strategic CTAs and mid-funnel information can significantly boost conversions. At Digi-tx, we apply a similar approach by aligning SEO-optimized content with clear next steps for visitors.
Astra Security – Data-Driven SEO Content That Attracts Backlinks
Company Overview:
Astra Security focuses on pentesting and vulnerability scanning with a strategy to become a trusted resource in the cybersecurity industry.
Campaign Overview:
Astra’s content strategy revolved around data-driven blog posts – such as “100+ Ransomware Attack Statistics”—that were SEO-optimized to attract backlinks. By providing unbiased, valuable data, they positioned their blog as a go-to resource for industry trends.
The Strategy:
- Targeted keywords: They focused on high-intent keywords like “Cybersecurity Statistics 2024” to attract traffic actively seeking information.
- Backlink strategy: The data-rich content naturally attracted backlinks from high-authority sites like Varonis and CISA.
- Regular updates: Astra regularly updated these posts with new statistics to keep them relevant and high-ranking on Google.
Results:
- Boosted organic traffic and domain authority significantly.
- Gained industry recognition and a steady stream of inbound leads.
Key takeaway: Data-driven content not only drives traffic but also builds authority through backlinks.
Scrut Automation – Educational Content and Thought Leadership
Campaign Overview:
Scrut focused on long-form, educational content – such as blog posts, expert articles, and eBooks – to build authority in security compliance. The goal was to educate prospects about SOC 2, ISO 27001, and other compliance standards, making them more likely to convert.
The Strategy:
- Topic authority: Covered complex compliance topics in simplified, actionable guides.
- LinkedIn amplification: Promoted content on LinkedIn and through targeted ads to reach decision-makers.
- Lead magnets: Used gated eBooks and checklists to capture leads.
Results:
- Earned multiple G2 Leader awards and boosted inbound demo requests.
Key takeaway: Educational content that addresses specific pain points can position your brand as a trusted advisor.
Akto – Community-Building Through Developer-Focused Content
Company Overview:
Akto is a startup specializing in API security solutions designed for developers and security teams. Their content strategy focused on building a community and providing actionable, developer-centric resources.
Campaign Overview:
Akto’s approach was all about community-building through technical content. They launched dedicated Slack channels and a community forum where developers could discuss API security challenges and access exclusive content like checklists and templates.
To drive engagement, they created practical blog posts such as “API Security Checklist for Developers” and hosted webinars on topics like “API Security in DevSecOps.” They also contributed open-source tools on GitHub to build credibility and attract developer contributions.
Key Strategies:
- Open-source contributions: Shared a library of API security test cases on GitHub, encouraging user contributions.
- Multi-channel promotion: Leveraged LinkedIn, Twitter, and YouTube for wider reach.
- Webinars and Product Hunt: Used webinars for deep dives and Product Hunt for new tool launches, generating buzz.
Results:
- Recognized as a High Performer on G2 with positive reviews.
- Built an active community on Slack and GitHub.
- Increased conversions from webinar attendees and content downloads.
Key takeaway:
Community-driven content paired with practical resources can create loyal customers and steady inbound leads. At Digi-tx, we use a similar strategy with LinkedIn groups and YouTube to drive engagement and conversions.
F5 – The “Hug a Hacker” Campaign: Storytelling That Converts
Company Overview: F5 Networks, although a well-established security and application delivery company, is still worth mentioning here because of its re-branding campaign in 2021. F5 launched the “Hug a Hacker” campaign to reframe the narrative around hackers – presenting ethical hackers as heroes who defend businesses.
Campaign Overview:
This campaign was bold and unconventional. It revolved around a high-production video titled “Who’s Watching Who?” which portrayed ethical hackers as the unsung heroes protecting businesses from threats.
Alongside the video, F5 created a dedicated landing page with gated resources such as whitepapers and case studies. They also ran a multi-channel promotion across email, social media, and retargeting ads.
Results:
- Drove $500,000 in immediate sales and built a $1.6 million sales pipeline.
- Boosted social media engagement significantly.
Key takeaway: A bold, story-driven campaign can humanize your brand and convert leads.
The Power of Organic Content Marketing
These B2B content marketing examples and many more very evidently reflect that content marketing for cybersecurity is about much more than just publishing blog posts. It’s about good strategic positioning and creating targeted, useful, & actionable content that guides the audience from awareness to conversion.
At Digi-tx, we believe in a partnership model that focuses on organic and strategic growth of your brand and business through SEO, LinkedIn, and YouTube. Whether it’s SEO-optimized blogs, educational YouTube videos, or LinkedIn webinars, the goal is to inform, engage, and convert – without the ad spend burnout.
Ready to build a content strategy that attracts, engages, and converts?
