Breaking Through in Cybersecurity Marketing

Compelling Cyber Narratives with David J. Ebner

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Storytelling in cybersecurity doesn't have to be dry. There are stories of espionage, state-sponsored attacks, and ransom scenarios that are dramatic and engaging when told well. Today's special guest, David J. Ebner, the president and founder of Content Workshop, a content agency specializing in cybersecurity companies, is an expert in taking these technical topics and turning them into compelling narratives. David is no stranger to our podcast and also has graced the stage at last year's CyberMarketingCon!

Today, David shares his findings on the state of cybersecurity content marketing, drawing from a report his team is currently developing. This week’s episode will be focusing on storytelling, why the human element in B2B marketing is so important, and strategies on how to make your content stand out and so much more. Tune in for authentic, story-driven content that can help your cybersecurity marketing.


  • [01:46 - 02:30] Introduction to the Cyber Security Content Report that David is developing
  • David talks about the upcoming state of cyber security content report and its expected release around Thanksgiving.
  • [03:31 - 05:00] Interviews and Insights Gathering
  • David explains the process of gathering insights from marketers and content creators in the cybersecurity industry for the report.
  • [06:01 - 07:00] B2B Content Marketing Trends
  • Gianna and David discuss the trend of creating comprehensive reports and then using smaller pieces of that content for extended engagement.
  • [07:01 - 08:30] Social Media Strategy
  • David shares insights about the declining impact of posting for the sake of posting on social media.
  • [10:31 - 12:00] Enterprise vs. Startup Approaches
  • Discussion on the differences between enterprise companies and startups in terms of building trust and presenting themselves.
  • [12:01 - 13:00] Human Element in B2B
  • David emphasizes the importance of the human element in B2B relationships and purchasing decisions.
  • [15:31 - 17:00] Internal AI Models
  • David suggests the future possibility of companies developing their own AI models to produce tailored content.
  • [17:01 - 18:00] Value-First Content
  • David and Gianna discuss the importance of producing content that offers real value and insight, not just answers.
  • [21:01 - 22:30] Applying Storytelling to Content Creation
  • David discusses how to incorporate storytelling techniques into content creation for cybersecurity companies.
  • [23:01 - 24:00] Finding Good Storytellers
  • David shares how Content Workshop looks for good storytellers who can apply these techniques to cybersecurity content.


    • About our guests:


    👉Follow David on LinkedIn. 

    👉Find Content Workshop on LinkedIn and their website.


    Be sure to also follow our hosts on LinkedIn:

    👉Gianna Whitver

    👉Maria Velasquez 

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

    See you in the next episode!

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    Breaking Through in Cybersecurity MarketingBy Cybersecurity Marketing Society | N2K Networks
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