"If every agency worked like B2B Better, I wouldn't have a problem. They just make it easy." – Corrina Oakham, Head of Digital Marketing, Cambridge Spark
"It was a no-brainer for me to rely on B2B Better's expertise and strategic acumen." – Marco Lorenzi, Head of Marketing, Simplestream
"We were able to recruit really interesting guests with very minimal effort on my part." – Ross Katz, Principal Data Science Lead, CorrDyn
"The feedback from the market and the industry has been phenomenal." – Ross Howard, Head of Marketing, Inbox Insight
"Jason is a real powerhouse — excellent at helping us manage logistics, the guests, and really driving results." – Faye Girvan, Marketing Director, Hypercube Consulting

B2B Content & Podcast Production for Cybersecurity Companies

Cybersecurity buyers — CISOs, security engineers, and IT leaders — are among the most sceptical audiences in B2B. They've seen every claim, every FUD tactic, and every vendor promising to be the last security tool they'll ever need. B2B Better builds content programmes that cut through the noise by treating buyers as the intelligent professionals they are.

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The content challenges b2b content & podcast production for cybersecurity companies companies face

How it works for b2b content & podcast production for cybersecurity companies

  1. 01

    Position around a clear point of view — not just your product

    We help you identify the one or two things your company genuinely believes that your competitors don't. That becomes the editorial spine of your content programme.

  2. 02

    Build a practitioner-led podcast that earns CISO attention

    The most effective cybersecurity content features real security leaders talking about real problems — not vendor-sponsored marketing. We produce shows that CISOs want to listen to.

  3. 03

    Distribute content where security buyers actually spend time

    LinkedIn, newsletters, community channels, and direct outreach. We build distribution into the programme from day one.

  4. 04

    Track the metrics that predict pipeline

    Target account engagement, content-influenced deals, and buyer intent signals — not downloads and impressions.

What this looks like in practice

We stopped talking about our product and started hosting real conversations about security leadership. Suddenly, CISOs started reaching out to us.

A cybersecurity vendor

Content-influenced pipeline doubled within 12 months.

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Frequently asked questions

Does content marketing actually work for cybersecurity companies?
Yes — but only when it's practitioner-led and genuinely educational. CISOs are active podcast listeners and they actively seek out content that helps them do their jobs better. The key is producing content they'd seek out even if you weren't behind it.
How do you get CISOs to engage with your content?
The most reliable method is featuring them in your content — either as podcast guests or as contributors to research and insights. Once they're part of your content, they share it with their network. Their peers listen.
What topics work best for a cybersecurity podcast?
Topics that reflect the real challenges CISOs face: board communication, budget justification, talent shortages, vendor fatigue, and navigating regulation. Avoid topics that are purely product-adjacent.
We're a smaller cybersecurity company. Can we still compete with bigger brands' content?
Absolutely. Bigger brands often produce more polished but less authentic content. A focused, practitioner-led programme from a smaller vendor regularly outperforms the generic output of larger companies.
How long does it take to see results?
6–9 months to meaningful pipeline influence. Cybersecurity content builds trust slowly — but the trust it builds is stickier than any other channel.

Ready to build content that earns CISO attention?

Book a free assessment and we'll show you how to build a content programme that reaches the security buyers your competitors can't.

Book a free assessment