Mimecast’s business was growing rapidly in Australia and New Zealand, but the ANZ arm of the business was relying on content created by the US office. With a mission to become the destination for Cyber Resilience in the region, Mimecast sought to develop a local content strategy that would deliver content relevant to their target audience’s concerns and needs.
Green Hat worked with key stakeholders at Mimecast to develop a content strategy for Mimecast ANZ. This entailed conducting stakeholder and customer interviews, developing personas, content and competitor audits, running workshops and developing the content strategy.
In April 2019, the strategy was presented to global leadership and once signed off, we commenced the build of Get Cyber Resilient. Our creative team worked with the Mimecast team to develop the UI and UX while our development team aligned considerations around the build to highly stringent Mimecast security specifications. In parallel, our content team developed more than 40 pieces of content for the content hub. Since the site was launched, we continue to develop more than 8 pieces of content each month, including blogs, thought leadership, case studies, cartoons and a podcast.
Our time from strategy to market? Four months.
The launch of the site coincided with cyber resilience being more of a talking point for businesses globally (off the back of some serious cyber attacks). Within months of the site launch, it garnered more than 12K page visits. The email subscriber base has grown 12x. The podcast has generated more than 650 plays across the four episodes to date. Cybersecurity professionals have also reached out with requests to speak on the podcast and offers to create content for the website.
We have broken new ground for the client in terms of content formats (in particular, the cartoons and podcasts) and continue to work on growing the audience and the relevance of the site in Australia and New Zealand.