Episode Summary:

Content isn’t just something you create and forget—it’s an asset, a living, evolving piece of your brand’s identity. According to David J. Ebner, great content isn’t about chasing trends or churning out endless articles; it’s about crafting something that stands the test of time, resonates with the right audience, and drives meaningful business outcomes.

In this episode, David, CEO and Founder of Content Workshop, discusses how companies of all sizes can fine-tune their messaging, build effective content strategies, and avoid the common mistakes that hold marketing teams back. He also discusses why content should be treated as a long-term business investment, how to navigate AI’s role in content creation, and what makes a difference in SEO and backlinking.

We also explore how cybersecurity marketers can make a real impact at RSAC 2025—from standing out in a crowded space to building trust with the right audience. Whether you’re leading a marketing team or running solo, this episode is packed with practical advice you can use immediately.

Timestamps:

05:30 Content Strategies for Small vs. Large Companies – Adjusting marketing tactics based on team size and resources.

12:45 Persona Building & Message Mapping – Understanding your audience and structuring effective messaging.

18:20 Why Calling Your Product a Solution Matters – How positioning influences buyer perception and engagement.

24:10 Content Production Challenges & Best Practices – Overcoming bottlenecks and keeping content high-quality.

30:50 The Power of Backlinking & SEO in Cybersecurity – Strengthening domain authority and search visibility.

38:15 AI’s Role in Content Marketing: Hype vs. Reality – Where AI adds value and human creativity still leads.

45:00 How to Stand Out at RSAC 2025 – Strategies to make a lasting impact at cybersecurity’s biggest event.

52:35 The Morality of Marketing & Creating Meaningful Content – Ethical considerations and why authenticity matters.

Links & Resources Mentioned:

🔗 Content Workshop: www.contentworkshop.com

🔗 Follow David J. Ebner on LinkedIn: David J. Ebner

🔗 Clutch - Professional Services Reviews: www.clutch.co

🔗 G2 - Software & Service Reviews: www.g2.com

🔗 Capterra - Software Reviews & Comparisons: www.capterra.com

🔗 RSAC 2025 Conference Information: www.rsaconference.com

🔗 Cybersecurity Marketing Society & Content Workshop Webinar on Backlinks (May 15): Register here

📢 Upcoming Events:

🚀 Join us at RSAC 2025 Conference! Secure your spot for the ultimate Cybersecurity Marketing Society Party at RSAC. 🎉 Get tickets here.

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📩 Got feedback or want to be on the show? Email us at [email protected] 

Be sure also to follow our hosts on LinkedIn:

👉Gianna Whitver

👉Maria Velasquez

Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing. You can join the Cybersecurity Marketing Society on our website, main LinkedIn page, or podcast LinkedIn page, and keep up with us on Twitter.