How to Create Value-Driven Content That Resonates with Cybersecurity Buyers

Who is Andra Zaharia?

Andra Zaharia is a mission-driven cybersecurity content marketer on a quest to challenge the typical tech-heavy stereotypes, proving that emotion and empathy have a place in cybersecurity.

When she’s not tackling complex topics, she’s helping marketers ask the right questions to ensure their messaging actually serves the audience.

She is also the creator and co-host of the Cyber Empathy podcast. She’s dedicated to driving meaningful connections through human-centered content, proving that empathy belongs in cybersecurity.

Andra uses frameworks like "Jobs to Be Done" to ensure content aligns with real customer needs.

Pro Tip for Connecting with Andra

Be mission-driven and curious.

Andra values thoughtful conversations about how content can serve real customer needs.

Skip the jargon and focus on genuine, empathetic discussions that tie back to purpose and clarity in content creation.

Insights and Key Takeaways

Cybersecurity Literacy is Essential

Insight: To be effective, marketers must cultivate a deeper understanding of cybersecurity.

Andra emphasizes that marketing teams must go beyond surface-level knowledge to truly grasp cybersecurity’s complexities.

This literacy is vital not only for marketers to communicate effectively but also to build content that resonates.

If you want your campaigns to stand out, invest in ongoing education about cybersecurity concepts, trends, and real-world applications.

This understanding will enhance messaging, making it more relevant and impactful for security practitioners.

Passion Fuels Persistence

Insight: You must have a genuine love for the mission to overcome limiting beliefs and challenges.

Marketing in cybersecurity isn’t easy. It requires passion for the mission, as the industry’s complexity can lead to burnout without a deeper motivation.

Marketers who connect with the “why” behind cybersecurity—protecting people, data, and organizations—are more likely to push through obstacles and develop messaging that truly serves.

When your team is mission-driven, they’ll not only be more motivated but also more aligned with the values of security professionals.

Challenge Common Stereotypes

Insight: Cybersecurity marketing must break away from stereotypes to be effective.

Andra challenges several common misconceptions in cybersecurity, such as:

• Cybersecurity is all about technology.

• There’s no place for emotional connection in cybersecurity.

• Only technical specialists hold the truth.

• People automatically care about cybersecurity.

Assuming that buyers inherently understand or care about cybersecurity without proper context will lead to missed opportunities.

Marketers should focus on how their solutions address real human problems.

Create content that connects emotionally, involves all stakeholders, and communicates the broader impact of security solutions.

By dispelling these stereotypes, you can make cybersecurity more relatable and accessible.

Ask the Right Questions to Align Content

Insight: Asking purposeful questions creates clarity, alignment, and meaningful content.

Andra suggests these key questions to clarify content’s purpose:

• Who is it for?

• What is it for?

• When do they use this?

• What are they comparing it to?

• Why are we doing this?

• Are our assumptions true?

• Do people really want this?

Marketers often create content based on assumptions, but Andra stresses the need for regular hypothesis testing.

By asking these foundational questions, you ensure that content is aligned with both customer needs and business goals.

This approach not only saves resources but also fosters team alignment, as everyone understands the “why” behind the messaging.

Break Down Silos in Your Organization

Insight: Siloed content teams lead to frustration and disconnection, making it harder to create meaningful impact.

For content to truly resonate, it needs to be integrated across all business functions.

Marketers should collaborate with product teams, sales teams, and customer success to create cohesive messaging that aligns with the company’s broader strategy.

A documented process that ties content back to principles, products, and functions ensures consistency, reduces frustration, and makes the entire marketing strategy more effective.

Use the Jobs to Be Done Framework

Insight: The “Jobs to Be Done” (JTBD) framework is a practical way to understand customer context, needs, and triggers.

The JTBD framework helps marketers understand the core problems that customers are trying to solve with a product or service.

It goes beyond features and functionality, focusing on the outcomes buyers seek.

By using this framework, marketers can create content that aligns with real customer needs and triggers, making it more likely to capture attention and drive engagement.

My Final Thoughts

Content marketing in cybersecurity isn’t just about pushing out messages—it’s about creating meaningful, mission-driven content that resonates.

To do this, you need to focus on the fundamentals and connect with your audience on a deeper level.

Here’s how to make your content count:

• Educate yourself on the real problems your audience faces.

• Ask purposeful questions to clarify your content’s value.

• Use frameworks like “Jobs to Be Done” to ensure your messaging aligns with genuine needs.

• Break down internal silos to create cohesive, impactful content.

Remember, it’s not just about what you say—it’s about how it serves.

Until next time,
Dani