Building a Thought Leader in a Competitive Space

Over 75 blog posts written

Over 1200 website referrals from published content

100 bylines written & published

Taking Anti-Phishing Mainstream

In 2016, Tel-Aviv based IRONSCALES, a pioneer in AI-driven email security, hired ARPR as its agency of record. At the time, one of the main marketing needs for the cybersecurity startup was to initiate a thought leadership program that would help position its CEO as an email security visionary. Thus, ARPR was tasked to develop an executive thought leadership strategy to help propel the brand from early-stage to growth stage; to serve as a medium to combat misleading and outdated information on anti-phishing technology and to bolster SEO and online visibility.

No Shortage of Stories to Tell

To maximize thought leadership opportunities, ARPR immediately took control of all blog and byline writing, learning how to capture the voice, style and tone of IRONSCALES’ CEO. Recommending an initial cadence of two blog posts and one byline per month, and a balance of provocative and educational content, ARPR worked with IRONSCALES’ CEO and marketing director to establish the storylines most consequential to tell. In addition, ARPR prioritized personas and verticals and customized narratives accordingly. The strategy paid off, and after initial success, ARPR recommended that IRONSCALES add an additional byline per month.

Solidifying a Leader in Email Security

In the 5 years ARPR served as IRONSCALES’ agency of record, the agency wrote over 75 blog posts and nearly 100 contributed articles, many of which were published in influential cybersecurity publications such as SC Magazine, Dark Reading and Infosecurity Magazine, as well as prominent trade magazines such as Inside Digital Health, CPA Practice Advisor and NextGov. In total, published thought leadership articles have driven more than 1,200 website referrals, which on average, spend more time on site than traffic referred by other sources. As a result of the thought leadership campaign, IRONSCALES’ CEO is now regularly asked by journalists to share his perspective and predictions on email security and cybersecurity, while the sales team benefits from the published content within its nurture streams and marketing collateral.