“We’re on the verge of being overwhelmed. Lookalike blog posts. Paper-thin ideas inflated into bloated ebooks. … Microsites packed with the obvious dressed up as deep insight.”
That was the blunt forecast from Velocity Partners in 2013 — a warning about the coming flood of content and the inevitable drop in ROI as quantity skyrocketed and quality stalled. Their message? Brace yourself, because we’re all about to be buried under a tidal wave of mediocrity.
Back then, content marketing was just gaining serious momentum. Instagram was barely walking. LinkedIn was still finding its grown-up voice. TikTok didn’t even exist yet.
Fast forward to today, and everyone and their pet cranks out content at a mind-numbing pace. Thanks to generative AI and automation, anyone (and everyone) can churn out “good enough” content in seconds.
So, how do you ensure your content doesn’t get lost in this rising tide of sameness?
You start by answering two deceptively simple questions: Why now? And why you?
1. Why is this relevant right now?
Marketers love creating “evergreen” content. But even timeless topics need a timely reason for your audience to engage today. In other words, what makes your content matter in this moment?
There’s an old media adage: “If it bleeds, it leads.” In cybersecurity marketing, that often leads brands scrambling to tie their message to the latest data breach. But relying on sensationalism isn’t the same as relevance, and it certainly isn’t the same as value.
A better tactic? Contextual relevance.
Take remote work, for instance. You might think that topic peaked during the pandemic and is now yesterday’s news, especially as some big players push a return to the office.
But guess what? Data shows remote and hybrid models are still gaining traction. So yes, it’s still relevant. But if you want people to care, show them what they haven’t thought about yet. What’s changed? What’s misunderstood?
Make them rethink, not just remember.
2. What’s your distinct perspective?
Once you’ve anchored your topic in the now, ask yourself: What do you bring to the table that’s genuinely different?
For example, everyone in the cybersecurity space has heard the same stats, whether it’s about breach costs or human error. And sure, those numbers matter. They’re great for backing up your point.
But if all you’re doing is rehashing familiar data, your audience will tune out. (I know I do. Yes, breaches are costly. Yes, people click on bad links. Got it.)
What people crave is insight. Interpretation. A new lens.
In cybersecurity, today’s hot topics are things like zero trust, phishing, and the human element. Everyone’s talking about them. So the real challenge is this: Can you bring a surprising twist? Add overlooked context? Shift the conversation in a way that others haven’t?
If not, keep digging — or pick a better topic.
Content with Purpose
These two questions won’t get your content ranking on Google or flooding into inboxes. You’ll still need smart distribution and clever hooks for that. But once someone’s attention is yours, what you deliver matters.
Lead with relevance. Deliver with originality. And over time, you’ll build an audience that seeks you out, not just stumbles upon you.
Want to talk content strategy? I’m always up for a good conversation.