| name | content-marketing |
| description | B2B content marketing strategy, demand generation, SEO content creation, and thought leadership for cybersecurity professional services |
| license | Apache-2.0 |
Content Marketing Skill
Purpose
Guides effective B2B content marketing for cybersecurity services, focusing on thought leadership, SEO optimization, and demand generation while maintaining Hack23's transparency values.
Rules
Content Strategy (MUST)
MUST:
- Create educational content that solves real problems
- Balance technical depth with accessibility
- Optimize all content for SEO and user experience
- Maintain consistent brand voice across channels
- Focus on long-term value, not quick wins
Content Pillars:
1. Security Best Practices
- DevSecOps implementation guides
- Threat modeling tutorials
- Secure coding patterns
- Security architecture examples
2. Compliance & Frameworks
- ISO 27001 implementation guides
- GDPR compliance checklists
- NIS2 readiness assessments
- CIS Controls mapping
3. Transparency & Open Source
- Public ISMS documentation
- Open-source security tools
- Community contributions
- Security research findings
4. Industry Insights
- Cybersecurity trends analysis
- Regulatory changes impact
- Technology evolution
- Case studies and lessons learned
Content Types & Formats
Blog Posts (1000-2000 words):
Structure:
- Compelling headline (60 chars, includes keyword)
- Strong introduction (hook + value proposition)
- Scannable body (H2/H3 headings, bullet points, short paragraphs)
- Code examples or diagrams where relevant
- Actionable takeaways
- Clear call-to-action
- Author bio with credentials
SEO Requirements:
- Primary keyword in title, H1, first paragraph
- 2-3 secondary keywords naturally integrated
- Meta description (150-160 chars)
- Alt text for images
- Internal links to related content
- External links to authoritative sources
Technical Guides (2000-5000 words):
- Step-by-step instructions with screenshots
- Code examples with syntax highlighting
- Architecture diagrams (Mermaid, C4 model)
- Prerequisites and dependencies
- Troubleshooting section
- References and further reading
Case Studies (800-1200 words):
- Client industry and challenge
- Solution approach and implementation
- Measurable results and outcomes
- Client testimonial or quote
- Lessons learned
- Call-to-action for similar clients
Whitepapers (3000-8000 words):
- In-depth research on specific topic
- Data-driven insights and analysis
- Industry benchmarks and trends
- Practical recommendations
- Executive summary (1-page)
- Gated content for lead generation
Video Content:
- Tutorial screencasts (5-15 minutes)
- Conference talk recordings
- Expert interviews
- Product demonstrations
- Customer testimonials
SEO Content Optimization
Keyword Research:
Primary Keywords (high volume, moderate competition):
- "ISO 27001 consultant Sweden"
- "GDPR compliance services"
- "DevSecOps consulting"
- "cybersecurity consulting Stockholm"
Long-Tail Keywords (lower volume, specific intent):
- "how to implement ISO 27001 for startups"
- "GDPR compliance checklist for SaaS"
- "DevSecOps pipeline security best practices"
- "NIS2 directive requirements Sweden"
Tools:
- Google Keyword Planner
- Ahrefs
- SEMrush
- Answer the Public
On-Page SEO:
- MUST include primary keyword in: title, H1, first 100 words, URL slug
- MUST use semantic HTML (proper heading hierarchy)
- MUST optimize images (WebP format, descriptive filenames, alt text)
- MUST include internal links to related content
- MUST add schema.org structured data (Article, Person, Organization)
- MUST ensure mobile responsiveness
- MUST achieve Core Web Vitals thresholds (LCP <2.5s, FID <100ms, CLS <0.1)
Content Distribution Strategy
Owned Channels:
1. Company Blog (hack23.com/blog)
- Primary content hub
- 2-4 posts per month
- Full control over content and format
- SEO foundation
2. Email Newsletter
- Monthly digest of new content
- Curated industry news
- Exclusive insights for subscribers
- Segmented by persona (CTO, CISO, CEO)
3. Documentation Portal
- Technical guides and tutorials
- API documentation
- ISMS policies and procedures
- Security architecture examples
Earned Channels:
1. Guest Blogging
- Industry publications (Dark Reading, CSO Online)
- Technology blogs (Dev.to, Hacker News)
- Security conferences (OWASP, BSides)
2. Media Coverage
- Press releases for major milestones
- Expert commentary on security news
- Podcast interviews
- Industry award submissions
3. Community Contributions
- Open-source project documentation
- Stack Overflow answers
- GitHub discussions
- Reddit security communities
Paid Channels:
1. LinkedIn Sponsored Content
- Target: CTOs, CISOs, IT Directors
- Content: Whitepapers, case studies, webinars
- Geotarget: Sweden, EU
2. Google Ads (Search)
- Target: High-intent keywords
- Landing pages: Service-specific
- Budget: Focus on qualified leads
3. Industry Publications
- Display ads in security magazines
- Sponsored content on tech sites
- Conference sponsorships
Content Calendar
MUST MAINTAIN:
Monthly:
- 2-4 blog posts
- 1 case study or whitepaper
- 1 newsletter edition
- 4-8 social media posts per week
- 1-2 video content pieces
Quarterly:
- Major whitepaper or research report
- Conference presentation
- Webinar or workshop
- Content audit and refresh
Annually:
- State of Security report
- Industry benchmark study
- Updated service descriptions
- Video showreel
Lead Generation & Conversion
Content Offers (Gated):
1. Whitepapers & Research Reports
- Require: Name, Email, Company, Role
- Deliver: PDF via email
- Follow-up: Nurture sequence
2. Templates & Checklists
- ISO 27001 implementation checklist
- GDPR compliance template
- Security architecture patterns
- Threat model templates
3. Tools & Calculators
- Security maturity assessment
- Compliance cost estimator
- Risk assessment tool
4. Webinars & Workshops
- Live expert sessions
- Q&A opportunities
- Recording available post-event
Calls-to-Action (CTAs):
Primary CTA:
- "Schedule Free Security Assessment"
- "Get Your ISO 27001 Readiness Score"
- "Download ISMS Implementation Guide"
Secondary CTA:
- "Subscribe to Security Insights Newsletter"
- "View Case Studies"
- "Explore Public ISMS Documentation"
Content Performance Metrics
MUST TRACK:
Traffic Metrics:
- Organic search traffic
- Direct traffic
- Referral traffic
- Social traffic
- Page views and unique visitors
Engagement Metrics:
- Average time on page
- Bounce rate
- Pages per session
- Scroll depth
- Comments and shares
Conversion Metrics:
- Form submissions (contact, download)
- Newsletter signups
- Webinar registrations
- Demo requests
- Actual client acquisition
SEO Metrics:
- Keyword rankings
- Domain authority
- Backlinks quantity and quality
- Click-through rate (CTR) from search
- Featured snippets
Content Compliance & Ethics
MUST:
- Fact-check all claims and statistics
- Cite authoritative sources
- Respect copyright and attribution
- Ensure GDPR compliance in data collection
- Avoid exaggeration or misleading claims
- Disclose sponsored content
- Provide value before asking for sale
MUST NOT:
- Use FUD (fear, uncertainty, doubt) tactics
- Make unsubstantiated security claims
- Plagiarize or copy competitor content
- Spam or use black-hat SEO tactics
- Over-promise or mislead prospects
Examples
Blog Post Template
---
title: "How to Implement ISO 27001 for Startup CTOs: A Practical Guide"
author: James Pether Sörling
date: 2026-02-06
category: Compliance
tags: [ISO 27001, Startups, ISMS]
---
# How to Implement ISO 27001 for Startup CTOs: A Practical Guide
**TL;DR**: [One-sentence summary of key takeaway]
## The Challenge
[Describe pain point that startup CTOs face with ISO 27001]
## Why ISO 27001 Matters for Startups
[Business case: customer trust, compliance requirements, competitive advantage]
## 5-Step Implementation Roadmap
### 1. Define Your Scope
[Practical guidance with examples]
### 2. Conduct Gap Analysis
[Checklist or tool]
### 3. Develop Policies and Procedures
[Templates or references]
### 4. Implement Controls
[Prioritization approach]
### 5. Internal Audit and Certification
[Preparation steps]
## Real-World Example
[Mini case study or scenario]
## Key Takeaways
- [Actionable point 1]
- [Actionable point 2]
- [Actionable point 3]
## Next Steps
Ready to start your ISO 27001 journey? [CTA with link]
---
**About the Author**: [Bio with credentials and link to services]
Email Newsletter Template
Subject: [Month] Security Insights: ISO 27001, DevSecOps, & Open Source
Hi [First Name],
🔐 This month's highlights:
**Featured Article**
[Title and brief description with CTA]
**Security News Roundup**
- [Industry news item 1]
- [Industry news item 2]
- [Regulatory update]
**From Our Blog**
- [Blog post 1 title and snippet]
- [Blog post 2 title and snippet]
**Tool of the Month**
[Open-source security tool or technique]
**Upcoming Events**
- [Webinar or conference appearance]
Stay secure,
[Name] and the Hack23 Team
P.S. [Personal note or exclusive offer]
Related Policies
Related Documentation
Tools
- Content Management: WordPress, Ghost, or static site generator
- SEO: Google Search Console, Ahrefs, SEMrush
- Analytics: Google Analytics 4, Matomo
- Email: Mailchimp, SendGrid, or HubSpot
- Social: Buffer, Hootsuite
- Design: Canva, Figma
