How Cobomba helps Stellar Cyber increase quality traffic with in-demand content
Stellar Cyber is a cyber security operations platform that provides high-speed, high-fidelity threat detection and automated response across an organization’s entire digital infrastructure. Their mission is to unify disjointed security tools and data sources so they can automatically detect, investigate, and respond to all attack activities. Their technology provides cybersecurity professionals the tools necessary to protect their organizations’ assets.
We asked Stellar Cyber to share some of the challenges they face in growing their business and how Cobomba has helped them overcome some of these challenges.
The content challenge
The Stellar Cyber website is a primary source of leads and new business. However, visitors to the website represent different audiences because Stellar Cyber’s software platform has multiple capabilities for security professionals inside organizations as well as for managed security service providers.
The team at Stellar Cyber was already investing significantly in publishing marketing content before working with Cobomba. Still, they believed effective content could play an even bigger role in their business. They had three goals when they brought Cobomba on board:
- Be more focused in the content created around the three most important business applications for their product
- Develop new content specifically to target growing segments of their market
- Save time on content briefs so that the lean yet mighty marketing team could spend less time on planning and creating content
Marketing content made simple
Cobomba provides monthly content recommendations that systematically improve content relevance, discoverability, and value. Marketers also save significant time by having much of the research for new content done for them and delivered as detailed content briefs.
One of Cobomba’s first recommendations was to centralize and enhance the Stellar Cyber content for a growing cybersecurity tool area called NDR. This content could be organized as a Buyer’s Guide and would serve as a pillar page for other NDR related content. This recommendation was backed up by Cobomba’s AI recommendation engine, which identified NDR as an important audience theme and identified “ndr vs xdr” and “ndr vendors” as highly important keywords.
The content brief delivered to Stellar Cyber included
- Additional keywords
- Outline of questions the buyer’s guide should answer
- Recommended internal links
- Top competitor content examples
- Website domains that would be good candidates for backlinks or content promotion
Cybersecurity professionals interested in NDR were an important new segment for Stellar Cyber. Cobomba delivered five detailed content briefs specifically for this segment. Each brief included the primary content topic, keywords, questions, competitor examples, and more. These content recommendations spanned the early and middle stages of the customer journey so that Stellar Cyber would support their audience with content at multiple points in the journey.
Stellar Cyber acted quickly to implement the recommendations to create new NDR content. The VP of Marketing shared that, “We’ve really seen traffic grow for the new NDR Buyer’s Guide. We see significant traffic coming to that page from both organic and paid search.”
Stellar Cyber relied on paid search to drive traffic for NDR content early in 2021. This was expensive and unsustainable. The investment in new and enhanced NDR content paid off in a few short months with Stellar Cyber surpassing their Q2 traffic on NDR topics while cutting the related paid search budget in half.
The biggest unpaid traffic driver was the NDR Buyers Guide.
Stellar Cyber with support from the Cobomba recommendation engine is applying the same lessons learned with NDR to increase traffic and engagement for other product categories.
Deciding what content to create, how to distribute it, and then promote it takes a ton of work and still ends up being a guessing game. Cobomba is content recommendation software that uses AI to help marketers plan the right content so they consistently grow sales with content marketing.
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