As a founder and CEO in the marketing space for nearly a decade, I've had the amazing opportunity to work with all kinds of cybersecurity and high-growth brands. Every day, I get new knowledge about the cybersecurity industry and the best marketing practices that actually work.

I'm looking forward to sharing some key trends I've noticed lately that are not only tearing it up right now, but are set to change the game in the coming years. In my opinion, these trends are imperative for any cybersecurity company looking to capture or dominate market share as we head into 2025.

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1. Embracing experts in “New Media”

In cybersecurity, sales come down to trust. If your prospects trust you and your product, they will buy from you. However, trust isn't something you can buy with more content, ads or eyeballs – just because more people see your brand doesn't mean they trust it at all. This is where the “new media” experts come in.

If you're not aware, a massive shift has occurred and individual content creators are gaining huge audiences through newsletters, blog posts, and podcasts. These are warm expertsinfluencers or whatever you want to call them, who have built industry credibility consistently sharing valuable, actionable content. The key here is that they already have a deep level of trust from their audience, which means if they were to recommend your product, their audience would automatically trust you too. If you've ever gotten a recommendation from a friend or someone you look up to, you know what that's like.

I remember talking to a prospect recently who was fed up with their advertising approach, complaining that it was too expensive and generating the wrong kind of leads. We helped them switch their strategy from advertising to teaming up with a well-known cyber security blogger to recommend them to their target audience.

By reaching an audience that was already engaged, trusting and looking for a specific solution, our client's ROI dominated their previous advertising efforts. What's even better is that since our platform, Presspool.aithere are dozens of similar experts in our network, we can repeat this success for them again and again on a cost per click basis.

Successful expert collaborations can take many forms. Here are some examples:

• Detailed blog articles that demystify how specific security solutions address evolving threats, focusing on education rather than selling.
• Podcasts where industry veterans discuss the impact of new regulations, providing listeners with diverse insights and practical advice.
• Engaging social media topics that can make complex security topics easier to understand, reaching a wider audience.

The use of these thought-leading media channels will explode even more in 2025, in my opinion. These collaborations build almost instant credibility and help create real connections with audiences that value authenticity and transparency.

2. Company-wide thought leadership

One of the most rewarding trends I have observed is the expansion of thought leadership beyond just the founding or executive team. In cybersecurity, showcasing the collective expertise of engineers, marketers, and analysts provides a comprehensive view of a company's commitment to innovation and security. This approach also makes the company seem more relatable and human, which is essential in a technology-centric industry.

I remember one project where we encouraged team members from every department to contribute. Engineers shared their experiences and solutions on our platform, providing insights that uniquely resonated with our audience. This strategy allowed other engineers to connect with us in a new way, causing them to refer us to their marketing decision makers, which resulted in new business opportunities.

While visible leaders remain important to conveying the company's mission and vision, contributions from employees at all levels add significant depth. It's like a well-rehearsed orchestra, with each member bringing their own unique touch to create a powerful performance rather than a solo act. This collaborative approach to thought leadership positions the company as a complete authority in the field of cyber security, making the brand feel more human, approachable and trustworthy.

3. Creating technical content for conversion

I often talk to clients about the challenge of transformation complex technical jargon in a language that non-experts can easily understand. The key is to simplify without losing the essence of the message and use the language your target customers use – not the language you use. You might be surprised how many terms you use that your audience doesn't understand.

I like to compare this to a radio station: if messages don't resonate, your customers will only hear static, as if the phone number is on the wrong station. But if your message is clear and conciseand your market connects with it instantly, it's like perfectly tuning the dial to their favorite song, loud and clear.

When writing technical content, always relate it to the core problem your prospects face and demonstrate how your technology provides a solution. Remember, people aren't interested in you or your technology – they care about their problems.

Always ask, “Does this content clearly illustrate the problem we solve and position us as the technical experts to address it?”

Related: 3 reasons to step up your cybersecurity protocols in 2024

Working with dozens of cybersecurity brands and seeing their results on my marketing platform has shown me how powerful these trends are and their potential. By leveraging expert-led media, extending thought leadership across the organization, and creating technical content that resonates, companies can build trust and establish themselves as industry leaders very, very quickly.