© 2011 IBM Corporation1 IBM Confidential
IBM Security Strategy
© 2011 IBM Corporation3 IBM Confidential
IBM Security Strategy
About Security Intelligence:
• Established in July of 2013
...
© 2011 IBM Corporation4 IBM Confidential
IBM Security Strategy
Topics We Cover
• TOPICS
• Application Security, Cloud Secu...
© 2011 IBM Corporation5 IBM Confidential
IBM Security Strategy
What are we trying to accomplish?
Our goal is to create and...
© 2011 IBM Corporation6 IBM Confidential
IBM Security Strategy
Let’s explore the site a bit…
© 2011 IBM Corporation7 IBM Confidential
IBM Security Strategy
© 2011 IBM Corporation8 IBM Confidential
IBM Security Strategy
© 2011 IBM Corporation9 IBM Confidential
IBM Security Strategy
© 2011 IBM Corporation10 IBM Confidential
IBM Security Strategy
© 2011 IBM Corporation11 IBM Confidential
IBM Security Strategy
What’s in it for me?
Prominence, networking, skills buildi...
© 2011 IBM Corporation12 IBM Confidential
IBM Security Strategy
So how do I get started?
© 2011 IBM Corporation13 IBM Confidential
IBM Security Strategy
Who is Skyword?
Skyword makes it easy to produce, optimize...
© 2011 IBM Corporation14 IBM Confidential
IBM Security Strategy
You can sign up today
Visit securityintelligence.com/start...
© 2011 IBM Corporation15 IBM Confidential
IBM Security Strategy
Instructions and next steps will be delivered via email
On...
© 2011 IBM Corporation16 IBM Confidential
IBM Security Strategy
Logging in and submitting your first proposal
Accept the i...
© 2011 IBM Corporation17 IBM Confidential
IBM Security Strategy
Logging in and submitting your first proposal
Scroll down ...
© 2011 IBM Corporation18 IBM Confidential
IBM Security Strategy
Status of proposals, assignments, and articles
Your progra...
© 2011 IBM Corporation19 IBM Confidential
IBM Security Strategy
Creating your article
Upon approval of your proposal, you ...
© 2011 IBM Corporation20 IBM Confidential
IBM Security Strategy
The finished product…
Your articles will be published on S...
© 2011 IBM Corporation21 IBM Confidential
IBM Security Strategy
Why do the things I write never get any love?
© 2011 IBM Corporation22 IBM Confidential
IBM Security Strategy
Here are some tips to create exceptionally great
content t...
© 2011 IBM Corporation23 IBM Confidential
IBM Security Strategy
1. Create a headline that sparks curiosity (make it
irresi...
© 2011 IBM Corporation24 IBM Confidential
IBM Security Strategy
2. Don’t lead with products and services. Instead,
sell an...
© 2011 IBM Corporation25 IBM Confidential
IBM Security Strategy
3. Make your content consumable, engaging and
searchable.
...
© 2011 IBM Corporation26 IBM Confidential
IBM Security Strategy
4. Deliver on what you promised in your headlines
and intr...
© 2011 IBM Corporation27 IBM Confidential
IBM Security Strategy
5. Be conversational, have a voice and always
invite a con...
© 2011 IBM Corporation28 IBM Confidential
IBM Security Strategy
6. Be factual, use examples and cite third-party
sources.
© 2011 IBM Corporation29 IBM Confidential
IBM Security Strategy
7. Nix the jargon and corporate-speak.
Tip: Evoke strong e...
© 2011 IBM Corporation30 IBM Confidential
IBM Security Strategy
8. Tell a story.
Tip: Find common group with your audience...
© 2011 IBM Corporation31 IBM Confidential
IBM Security Strategy
9. Have fun and be creative!
Tip: If you absolutely hate w...
© 2011 IBM Corporation32 IBM Confidential
IBM Security Strategy
Good examples
© 2011 IBM Corporation33 IBM Confidential
IBM Security Strategy
We are here to help and challenge you to produce the best
...
© 2011 IBM Corporation34 IBM Confidential
IBM Security Strategy
How to become a contributor on SecurityIntelligence.com
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How to become a contributor on SecurityIntelligence.com

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How to reach over 38,000 security professional by becoming a contributor on SecurityIntelligence.com and creating genuinely useful content that performs well on Google and social media.

To sign up: http://securityintelligence.com/start

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  • Basically, what we are trying to accomplish is the art of communicating with our customers and prospects without selling. It is non-interruption marketing. Instead of pitching our products or services, we are delivering information that makes our buyer and/of influencer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.
  • Prominence, networking, skills building, showcasing your expertise, helping your company
  • Great resource: http://contently.com/strategist/2012/02/07/how-to-write-headlines/
  • Great resource: http://contentmarketinginstitute.com/what-is-content-marketing/
  • Great resources: http://contently.com/strategist/2014/04/09/7-keys-to-great-seo-for-content-marketers/ http://contently.com/strategist/2014/03/24/how-to-make-content-that-stands-out-and-gets-shared-ebook/
  • We are here to help and challenge you to produce the best possible content, always with our audience in mind. We won’t settle for mediocre content.
  • What are you passionate about related to your job?What is your expertise?What questions are you constantly getting from customers?What is going on in the news and security environment that you can comment on?What is the best approach to mitigating or solving a problem?What recommendations would you give customers?
  • Transcript of "How to become a contributor on SecurityIntelligence.com"

    1. 1. © 2011 IBM Corporation1 IBM Confidential IBM Security Strategy
    2. 2. © 2011 IBM Corporation2 IBM Confidential IBM Security Strategy securityintelligence.com
    3. 3. © 2011 IBM Corporation3 IBM Confidential IBM Security Strategy About Security Intelligence: • Established in July of 2013 • Currently averaging 60 to 100K views per month • Over 100K unique users from 180+ countries this year alone • Total of 90 currently active contributors • Covering a wide range of security and risk related topics securityintelligence.com
    4. 4. © 2011 IBM Corporation4 IBM Confidential IBM Security Strategy Topics We Cover • TOPICS • Application Security, Cloud Security, Data Protection, Fraud Protection, Identity & Access, Infrastructure Protection, Mobile Security, Network & Endpoint, Security Intelligence & Analytics • INDUSTRIES • Energy & Utility, Banking & Financial Services, Government & Federal, Health Care, Retail • VULNS/THREATS • Advanced Threats, Malware, Software & App Vulnerabilities, Threat Intelligence • X-FORCE RESEARCH • CISO CORNER • CISO, Risk Management securityintelligence.com
    5. 5. © 2011 IBM Corporation5 IBM Confidential IBM Security Strategy What are we trying to accomplish? Our goal is to create and distribute valuable, relevant and consistent security related content to attract and acquire IT security professionals and decision makers – with the objective of becoming their trusted source of information. Our content must accomplish at least one of the following to our readers: • Challenge their thinking • Get them to think about the right issues • Help them do their jobs better • Inform them of the latest threats and risk to their business • Help them avoid costly and damaging security mistakes We are constantly thriving to be the leading site for technical and business-focused security content. securityintelligence.com
    6. 6. © 2011 IBM Corporation6 IBM Confidential IBM Security Strategy Let’s explore the site a bit…
    7. 7. © 2011 IBM Corporation7 IBM Confidential IBM Security Strategy
    8. 8. © 2011 IBM Corporation8 IBM Confidential IBM Security Strategy
    9. 9. © 2011 IBM Corporation9 IBM Confidential IBM Security Strategy
    10. 10. © 2011 IBM Corporation10 IBM Confidential IBM Security Strategy
    11. 11. © 2011 IBM Corporation11 IBM Confidential IBM Security Strategy What’s in it for me? Prominence, networking, skills building, showcasing your expertise, helping your company
    12. 12. © 2011 IBM Corporation12 IBM Confidential IBM Security Strategy So how do I get started?
    13. 13. © 2011 IBM Corporation13 IBM Confidential IBM Security Strategy Who is Skyword? Skyword makes it easy to produce, optimize, and publish content at any scale to create meaningful and lasting relationships with our readers. The Skyword platform streamlines the workflow of content creation, making your life as a contributor easier: • Helps organize your ideas and turn them into meaningful content • Aids you in developing and creating optimized content for search and social • Improves the writing process: assignments, writing, workflow, and performance • Tracks your content’s performance
    14. 14. © 2011 IBM Corporation14 IBM Confidential IBM Security Strategy You can sign up today Visit securityintelligence.com/start and submit the form
    15. 15. © 2011 IBM Corporation15 IBM Confidential IBM Security Strategy Instructions and next steps will be delivered via email One email from Steve Armenti (sarmenti@skyword.com) will be sent with contributor request confirmation and login instructions, a second will be sent from Skyword (noreply@skyword.com) with an invitation to join the Security Intelligence writing program. 21
    16. 16. © 2011 IBM Corporation16 IBM Confidential IBM Security Strategy Logging in and submitting your first proposal Accept the invitation via email and login to securityintelligence.com/skyword using your IBM email. If you don’t have a password, select “forgot password” Before submitting content, you must check off that you have reviewed the program guidelines: Submit your first proposal by selecting the “create” tab in the main navigation of the dashboard:
    17. 17. © 2011 IBM Corporation17 IBM Confidential IBM Security Strategy Logging in and submitting your first proposal Scroll down and fill out the proposal form: 1. Select a category, if the category you need is not there, contact Steve Armenti (sarmenti@skyword.com) 2. Input the title of your article 3. Input a keyword phrase to be used throughout your article **only supports one single keyword phrase 4. Provide a brief summary of your article 5. Submit your proposal
    18. 18. © 2011 IBM Corporation18 IBM Confidential IBM Security Strategy Status of proposals, assignments, and articles Your program dashboard screen provides a status of all your content currently in production: A list of all assignments that you are currently working on A list of all proposals you have submitted and are currently in review A list of all articles you have submitted and are currently in review Articles you have written that have been recently published Performance of your published articles, also available in the “reports” tab
    19. 19. © 2011 IBM Corporation19 IBM Confidential IBM Security Strategy Creating your article Upon approval of your proposal, you will be able to write your article, selecting the “create content” button: Input all fields in the article template Skyword SEO Scorecard will check for the keyword in the following: -Inclusion in the title -First 100 words -Inclusion in the body (3-10) -Meta information Select “Evaluate” after writing your article
    20. 20. © 2011 IBM Corporation20 IBM Confidential IBM Security Strategy The finished product… Your articles will be published on SecurityIntelligence.com and you will have full visibility into the performance of your content, via Skyword reporting. Don’t wait until tomorrow, it just takes 2 minutes!
    21. 21. © 2011 IBM Corporation21 IBM Confidential IBM Security Strategy Why do the things I write never get any love?
    22. 22. © 2011 IBM Corporation22 IBM Confidential IBM Security Strategy Here are some tips to create exceptionally great content that is engaging and performs well…
    23. 23. © 2011 IBM Corporation23 IBM Confidential IBM Security Strategy 1. Create a headline that sparks curiosity (make it irresistible, short and informational) Resource: The Ultimate Guide To Writing Incredible Headlines
    24. 24. © 2011 IBM Corporation24 IBM Confidential IBM Security Strategy 2. Don’t lead with products and services. Instead, sell an idea or approach. Resource: What is content marketing
    25. 25. © 2011 IBM Corporation25 IBM Confidential IBM Security Strategy 3. Make your content consumable, engaging and searchable. Resource: 7 Keys to Great SEO + How to Make Content That Stands Out and Gets Shared
    26. 26. © 2011 IBM Corporation26 IBM Confidential IBM Security Strategy 4. Deliver on what you promised in your headlines and intro.
    27. 27. © 2011 IBM Corporation27 IBM Confidential IBM Security Strategy 5. Be conversational, have a voice and always invite a conversation. Tip: Choose your verbs wisely. Your verbs should carve a vivid picture in the head of your reader. Think of your audience as one person sitting in front of you and you talking to them.
    28. 28. © 2011 IBM Corporation28 IBM Confidential IBM Security Strategy 6. Be factual, use examples and cite third-party sources.
    29. 29. © 2011 IBM Corporation29 IBM Confidential IBM Security Strategy 7. Nix the jargon and corporate-speak. Tip: Evoke strong emotions without necessarily taking a stance. Whenever possible, be provocative.
    30. 30. © 2011 IBM Corporation30 IBM Confidential IBM Security Strategy 8. Tell a story. Tip: Find common group with your audience. Be original.
    31. 31. © 2011 IBM Corporation31 IBM Confidential IBM Security Strategy 9. Have fun and be creative! Tip: If you absolutely hate writing or have nothing to say that will add value, it’s best not to write.
    32. 32. © 2011 IBM Corporation32 IBM Confidential IBM Security Strategy Good examples
    33. 33. © 2011 IBM Corporation33 IBM Confidential IBM Security Strategy We are here to help and challenge you to produce the best possible content, always with our audience in mind. We won’t settle for mediocre content.
    34. 34. © 2011 IBM Corporation34 IBM Confidential IBM Security Strategy

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