Like many global corporations, Mimecast’s Australia and New Zealand office had been using content created by the US office and customising it for the region. With business skyrocketing, Mimecast set its sights high to become a cyber resilience leader in ANZ. To do so, it needed a more sophisticated content strategy to cut through in this local specialist market.
We were engaged to develop a content strategy that elevated Mimecast’s profile as a major cybersecurity player in ANZ.
We started by conducting competitor and content audits, interviewing customers and stakeholders, developing personas and running workshops. The content strategy we developed, called Get Cyber Resilient, involved creating a website and a library of content that covered the buying journey without leaving gaps. This included case studies, blogs, thought leadership articles, and in a first for Mimecast, a podcast and ‘break-the-ice’ cartoons.
The Get Cyber Resilient website got off to a flying start with 4x unique visitors to the content section of the ANZ company website and grew email subscribers 20x. The podcast was particularly successful in positioning Mimecast as a thought leader and was played over 5,000 times across over 30 episodes in the first 12 months, far exceeding the set goal. And if that wasn’t enough, we had cybersecurity gurus proactively reach out to us, wanting to contribute to the podcast and the website.
Increase in email subscribers
Uplift in unique page visits in first quarter
Plays for the company podcast