5 Questions About Network Security Content

Network security company Arbor Networks has quite a task: “…working with the world’s most demanding network operators to help them understand, identify and mitigate network-based threats to their businesses.” (BTW, this is a nicely worded and clear statement about them, on the appropriately named About Us page. Though I find myself wishing this statement was higher up, above the fold as they say, and perhaps the main point of this lengthy page.)

Eek! A techie topic. A techie audience. Enough jargon and acronyms in the industry to make a marketer’s head spin (and probably a techie’s head, too, not that they’d ever admit to that.) But you know what…the marketers over there do a good job of creating content. And this wannabe techie likes this stuff. Admittedly not to read at the end of a long day, glass of wine in hand, as a way to relax. But I think this is pretty good B2B content marketing.

1. Why a question and answer format for this topic?
   The questions article is a tried and true tool for content marketers. Let’s face it…you create the questions and the answers, so why not mold this content into exactly what you need.
   In this case, the document is offering network security professionals help with managing their managed security service providers–by giving them five items to consider when working with that kind of vendor. The format helps make the topic easier to digest.
2. Is it okay to use all those fun security and techie acronyms?
   No and yes.
   No if you are using them assuming every one of your readers knows what they mean. Even seasoned and really smart network security folks might not be up on all the new stuff. And some readers may be newbies or non-techies who can influence buying decisions…if they understood what they read.
   Yes if you are going to define them and use the acronyms in a short document like this. No having to go back 15 pages to figure out the meaning of SLA (service level agreement) or MSSP (managed security service provider) if the reader doesn’t recall.
3. Does formatting matter?
   Yup. I really like what Arbor does here. The sidebar box in the left margin lists all five questions, with numbers. Makes it easy to skim and jump to the question you care about. Plus, it makes the document readable and accessible. Too much text can be rough, even for people who love to read their content (versus watch or listen to). And not all content lends itself to snappy or even not so snappy images or graphics. This sidebar box and the top box on the verso, as well the colorful falling leaves on both pages combined with the clean look, are just enough to provide visual interest, while staying consistent to the brand look and feel.
4. Does document length matter?
   Yes and no. It matters if the content is so long you lose your readers. How do you know how long that is? Think about the level of your audience, the stage of the buying cycle you expect them to be in when they read this content (are they just researching or are they close to writing a check?), and why you are writing this document–to educate readers about a topic, to demonstrate your company is a thought leader, etc. At just over 500 words and two pages (front and back printed), this is a nice length in my book.
5. How much product information can we share in a document like this?
   This is where Arbor loses me a little bit. The answers to questions 1 and 4 are too product focused for my taste. Because of those questions, this piece of content ranks a medium on the salesy quotient and medium-high on the educational quotient. There is not necessarily anything wrong with mentioning the product, depending on the audience and purpose for the content. But these two answers don’t actually explain what to expect to hear, or what you want to hear, in answer to those questions you ask your managed security service provider. The other questions do. In this case, I would have preferred to see mention of the product only in that final wrap-up paragraph.

Do these five questions ask and answer the questions you have about this document? What works or doesn’t work for you with this document? What would you do differently if you were writing a question and answer document like this?

Photo courtesy of Colin Kinner