Building a Thought Leader in a Competitive Space

Over 50 blog posts written

Over 500 website referrals from published content

More than 60 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 two-year-old cybersecurity startup was to initiate a thought leadership program that would help position its CEO as an anti-phishing visionary, propel the brand from early-stage to growth-stage and serve as a platform to combat misleading and outdated information about anti-phishing technology that saturated the market.

No Shortage of Stories to Tell

To maximize thought leadership opportunities, ARPR immediately took over 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 conservative content, ARPR worked with IRONSCALES CEO and marketing director to determine the storylines that were initially the most important to tell, such as why humans & machines must always work together to reduce phishing risk and the need for real-time incident response. At the same, ARPR collectively prioritized personas and verticals and customized narratives accordingly. During the first year of partnership, ARPR augmented its general cybersecurity thought leadership with vertical-specific stories each month to maximize the reach of our storytelling. After initial success, ARPR recommended that IRONSCALES add an additional byline per month, to which they agreed.

A Leader in Phishing Mitigation Emerges

In the 3 plus years that ARPR has been IRONSCALES agency of record, we have written over 50 blog posts in the voice of IRONSCALES CEO. Due to the diversity of thought leadership topics posted, the IRONSCALES blog has consistently been a top 5-8 most visited page on the company’s website. In addition, ARPR has also written and secured publication of more than 60 contributed articles in influential cybersecurity publications such as SC Magazine, Dark Reading and Info-Security Magazine, as well as prominent trade magazines such as Inside Digital Health, CPA Practice Advisor and NextGov, among others. In total, published thought leadership articles have driven more than 500 website referrals, which on average, spend more time on the website than traffic referred by other sources. As a result of the thought leadership campaign, IRONSCALES CEO is now proactively asked by journalists on a regular basis to share his POV and predictions on email security and cybersecurity as a whole, while the sales team regularly uses the published content in its nurture streams and marketing collateral.