Secured  over 25 data-backed pieces of coverage in 2 months

Tier 1 stories in ZDNet and Dark Reading mentioned NetMotion’s new platform

Most stories included a backlink, boosting SEO and referring 155 visitors in 2 weeks

Earn Quality Press Coverage for New Platform

NetMotion, a provider of security solutions for the world’s growing mobile and remote workforce, partnered with ARPR to support the launch of its new software defined perimeter (SDP) security solution. The company’s objectives for the engagement included top-tier press coverage that mentioned the new SDP solution, as well as growing NetMotion’s reputation within cybersecurity trade media, since the brand was known mostly within the public safety and telecom industries.

Leveraging Data to Attract Top-Tier Media

Knowing that product announcements alone no longer drive much news coverage, ARPR worked with NetMotion to create a SDP launch media strategy to introduce the company to key reporters, position the brand as a resource for future networking and security stories and fuel the company’s content marketing efforts for the quarter. To do this, ARPR recommended a two-month campaign leveraging a steady cadence of data drops using NetMotion’s blog to contextualize the importance of NetMotion’s new product. Referencing both platform data and external survey data, ARPR worked with NetMotion to craft blog posts detailing thought-provoking narratives on the streaming habits of remote workers, their increasing security risk while outside the protection of corporate firewalls and more. ARPR then pitched this data to targets at national and top trade outlets – with each blog serving as a landing page for media to link and quote for analysis in their coverage.

Higher Volume and Quality of Coverage While Driving Top-of-Funnel Blog Traffic

Kicking off the campaign with a data-backed blog on the entertainment streaming habits of remote workers using corporate-owned devices, ARPR secured quick wins with top-tier outlets including TechRadar, ITProPortal and Dark Reading. Over the next few weeks, we helped garner additional coverage in outlets like HelpNet Security, TechRadar and Security Boulevard on the “risky links” that remote workers were clicking. Finally, supporting the product release, we unveiled data that showed interest in products like NetMotion’s SDP solution increased as a result of the pandemic – leading to feature coverage in Dark Reading, TechRepublic and ZDNet - prompting a significant increase in share of voice. Nearly every story also included a backlink to NetMotion’s blog, helping boost the SEO value of coverage and driving over 155 unique users to NetMotion’s website within the first two weeks. The data was further leveraged by NetMotion’s overseas agencies to secure coverage in international markets, as well as to inform the development of gated content and over a dozen additional blog posts.

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