Origin Communications’ latest research into the media consumption habits of the cybersecurity professional reveals some eye-opening trends that cybersecurity vendors should pay attention to. The second in a series of blogs, highlights the number one driver to consumer content.
Data breaches are driving cybersecurity professionals to take in more content
The way cybersecurity professionals consume content is shifting and vendors need to pay attention. Our recent research has revealed that a data breach being announced (53%) is now the biggest driver for security decision-makers to engage with IT security content, overtaking previous years’ top concerns like legislation and industry change. Compare that to 2021, when only 41% cited breaches as their main reason for seeking content, and it’s clear that security buyers are becoming increasingly reactive to real-world threats.
The security industry is becoming more responsive to breaking news, and content strategies need to reflect that. While organisations still seek out content when reviewing suppliers (52%) or assessing new products (51%), the biggest hook for their attention is now urgent, hard-hitting cybersecurity incidents. In an industry where trust and reliability are everything, vendors need to position themselves as reliable sources of information when crises hit.
Breaking news is key to engagement
A major data breach can send shockwaves across the industry, and cybersecurity leaders are paying close attention. When an incident is announced, CISOs and IT decision-makers aren’t just scanning headlines; they’re actively seeking in-depth insights that help them understand the nature of the attack, its impact, and whether their own organisation could be at risk.32
In fact, when asked what information they would find most valuable in a crisis, respondents ranked immediate threat details (26%) and threat intelligence updates (26%) at the top of their list. That’s ahead of recovery plans (21%), legal guidance (21%), and even information on which systems or data might be compromised (22%). There’s a growing hunger for real-time, actionable intelligence. Security professionals want to understand threats as they emerge, and they expect vendors to be a part of that conversation.
From vendor to trusted source
For cybersecurity vendors, this presents both a challenge and an opportunity. It’s no longer enough to wait for prospects to seek out your latest whitepaper or product update. The best way to capture attention is by being present in the conversations that matter, whether that’s through thought leadership, real-time threat analysis, or media engagement when a breach makes headlines.
The data also highlights an interesting gap: while 53% of decision-makers say breaches drive them to seek security content, only 10% are looking for crisis communications advice when an incident occurs. This suggests that many organisations still don’t have a structured response plan in place for dealing with the media fallout of an attack. Vendors that can offer not just technical solutions, but also strategic guidance on managing cybersecurity crises, have an opportunity to stand out.
What vendors should be doing differently
The shift towards real-time, event-driven content means vendors need to adapt their outreach strategies. Here are three key takeaways:
• Be visible in breaking news moments – When a major breach happens, security leaders are actively looking for insights. Being quick to offer expert commentary, analysis, and recommendations can help position a brand as a trusted source of information.
• Create content that reflects current concerns – While product launches and industry trends are still relevant, vendors should also be producing timely content on emerging threats, incident response strategies, and evolving attack techniques.
• Support customers beyond the technology – Cybersecurity isn’t just about defence; it’s also about resilience. Vendors that provide guidance on crisis response, communication strategies, and compliance obligations can differentiate themselves from competitors who only focus on the technical side.
The bigger picture
The fact that data breaches are now the top driver for security content consumption reflects a wider trend: cybersecurity professionals are operating in a world of constant risk, and they need timely, relevant information to navigate it.
For vendors, this means moving beyond traditional marketing tactics and focusing on real-time engagement. The companies that do this well will not only attract attention but also build long-term trust with the customers who need them most.
We hope you enjoyed the second in a series of blogs featuring key highlights from the research report. If you can’t wait for the next blog, check out the report summary here. To read the full narrative report based on the research results, please provide your contact details here.