Cybersecurity is an important issue for Microsoft and high-profile customers who rely on its technology to deliver critical services. It’s crucial that technology buyers in large enterprise and major government departments view Microsoft as a leader in this field because they make decisions based on trust. We needed to position Microsoft at the heart of this conversation without making it the hero of our story.
Microsoft’s global vice president of cybersecurity, Ann Johnson,was visiting Sydney to speak at an event so we hosted a roundtable discussion. Attendees included chief information security officers from Telstra, the Department of Human Services and Queensland Health. From this conversation we produced an in-depth industry report covering everything from recruitment strategies and legislative changes to the need for greater public and private sector partnership. We also produced a series of supporting assets including a teaser video, a magazine-style e-book, opinion pieces built around key themes and social tiles. These were designed to continue finding a new audience for the industry report months after its publication.
The report generated 14 qualified business leads among a very niche and targeted audience. The click through rate on LinkedIn was more than three times the industry average, showing high audience engagement with the content. The report also won Best Corporate Content at the IT Journalism Awards 2018, a significant achievement when competing against entries submitted by a range of specialist industry publications. We landed a story in The Australian to coincide with the report’s official launch.