The media landscape is constantly shifting, and if you’re in cybersecurity, keeping up with where your audience is looking for information can be a challenge.
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. Spoiler alert: it’s not all about traditional tech sites anymore.
If you’re in the business of talking to infosecurity pros, understanding how they consume content and what grabs their attention is essential.
Tech media still on top
It’s no surprise that over 59% of the infosecurity C-Suite surveyed are turning to IT/technology websites and 55% are viewing IT Security specific websites most frequently for their IT security fix. IT Pro (32%), Cybersecurity Intelligence (32%) and IT Security Wire (28%) are among the favourites. These platforms are goldmines for thought leadership, industry analysis, and updates on the latest threats.
In our previous survey in 2021, the dominance of tech and security-specific websites saw 45% of the infosecurity C-Suite turning to these sites most frequently which was more than double the rate from 2020. This year’s increase further highlights the growing reliance on specialised content that directly addresses security concerns.
Vendors sites, videos and podcasts climbing the ladder
Sure, tech sites are still the mainstay, but there’s a growing appetite for different kinds of content. Around 19% of respondents said they regularly visit vendor websites, 17% watch video content, and 16% listen to cybersecurity podcasts. This tells us that brands need to get creative with their content strategy. Good old fashioned white papers and press releases are great, but short, punchy videos or a
podcast featuring your experts are proving to be particularly engaging.
This shift isn’t entirely surprising given the current digital acceleration and IoT device (16%) consumption for IT security has also risen by 14% from the previous survey. This suggests that as the infosecurity C-Suite become more time-conscious, they are seeking content that fits seamlessly into their daily routines.
Business and mainstream media still matter
While tech sites remain a top priority, The Financial Times, The Guardian and The Economist are popular business and national reads for the infosecurity C-Suite when looking at newspapers, magazines and supplements specifically. Why? Because security isn’t just a tech issue anymore, it’s a business risk with massive financial and reputational stakes. This reinforces the importance of balancing business-
focused narratives with technical insights.
To land in these publications, you need to shift your story away from technical jargon. Instead, talk about the big-picture stuff and offer strong opinions on hard hitting news stories.
What’s the big takeaway?
The research makes one thing clear: a one-size-fits-all approach to media just doesn’t work anymore. If you’re targeting the infosecurity crowd, you need to mix it up. Stay visible on the trusted tech sites, but don’t ignore business media or newer formats like video and podcasts.
Be bold, be timely, and most importantly, be useful. With the right mix of content and media, you’ll not only get heard, you’ll build trust and make your brand a go-to resource in a crowded, noisy space.
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We hope you enjoyed the first 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.