How to Run a Content Syndication Program That Works with Steve Piper of CyberEdge Group

**SPEAKER_1** (0:02)
You're listening to the CyberWire Network, powered by N2K. Welcome to the Breaking Through in Cybersecurity Marketing podcast, where we explore the hottest topics in cyber marketing, interview experts, and help you become a better cybersecurity marketer.

**Gianna** (0:27)
Hello, and welcome to another episode of Breaking Through in Cybersecurity Marketing. I'm your host, Gianna, and we are here with a fabulous, amazing guest. We have the magnificent, the renowned, the Steve Piper, CEO of CyberEdge Group, a company that provides lead generation, content syndication, and demand gen services to security companies, and also owns Security Buzz, which is a media and news site for the cybersecurity industry. Steve, we're so excited to have you here today.

**Steve Piper** (1:04)
I'm excited. And I think in the 32 years I've been in the tech industry, this is like the coolest intro I've ever had. So thank you very much for that.

**Gianna** (1:13)
I got to spring out some adjectives. I mean, what is it if we can have a guest and like drown them with like compliments?

**Steve Piper** (1:19)
Well, thank you. Thank you. And I feel the same way about you. And the impact that you've had on our industry is just you and Maria. It's just phenomenal.

**Gianna** (1:27)
Thank you, Steve. That's so sweet. So before we jump in, Steve, tell us a little bit more about CyberEdge. I gave a sneak peek, but what do you guys do?

**Steve Piper** (1:34)
CyberEdge is the largest marketing and research firm that's dedicated to working with cybersecurity marketing teams, the tech targets of the world, so to speak. They serve every nook and cranny of the IT universe. We're different. We are laser focused in security.
We do a lot of lead generation projects, like content syndication and webinars. We do ghost writing of content for white papers and e-books. We're a publisher under the brand CyberEdge Press. We do formal books and e-books. We're also a staff augmentation firm. We provide fractional cybersecurity marketers for minimum of 20 hours a week, for a minimum of three months. We work with about one out of every four established cybersecurity vendors on planet Earth, and we're coming up on 14 years.

**Gianna** (2:21)
Congratulations, 14 years. And you launched Security Buzz relatively recently. It's only a little what, a year or two old. Tell us about Security Buzz too.

**Steve Piper** (2:30)
Yeah. So Security Buzz is our cybersecurity news website. It's a great website. I'm the editor in chief. I've got a managing editor. I've got four journalists. We're creating news articles all the time. Instead of just reporting the news, we also add some commentary about what this means to you as a cybersecurity professional and what things you might want to consider that relate to the news story. So it's a really great news website. We've got a weekly newsletter, so just go to securitybuzz.com to sign up. Whenever we do lead generation campaigns, and to be clear, the majority of our business is lead generation at CyberEdge.
Whenever we do single vendor webinars, multi-vendor webinars, or content syndication campaigns, they are co-branded with Security Buzz, the Security Buzz brand, and then the brand of our sponsoring client.

**Gianna** (3:21)
I love it. I'm rather partial to bees and beekeeping, so I really love the name of your media company.
I love Security Buzz. Okay. So CyberEdge Group has this really awesome summer promotion running for one of your products for your content syndication promotions. Tell us a little bit about that, and then we'll jump into a great segue is what is content syndication. But first, what's the promotion?

**Steve Piper** (3:45)
Okay. So the promotion is two parts. There are many customers that have worked with CyberEdge that know us for webinars, or maybe even content creation, but haven't given us a test drive yet for content syndication. So we have a summer promotion that runs through the end of August for new customers. For your first ever content syndication campaign with CyberEdge, you get a hefty 25 percent discount, and that's for a minimum of 300 leads. But wait, there's more.
So with every campaign that we run before the end of August, whether it's your first one or follow on campaigns, you get 10 percent bonus leads. So if you sign up for that minimum of 300 leads, you're going to be paying for 300, you can expect to receive 330

**Gianna** (4:32)
I love that. I think we're going to talk about it a little bit, but I know there are IT security and security leads to those titles.

**Steve Piper** (4:40)
Well, that's all we do. So everything is laser focused with cybersecurity.

**Gianna** (4:44)
I love it. Okay. Let's jump into the topic today. This is following a really great webinar that we had. We had you on, we had Chris from Google Security, we had ISC squared, we had a panel of these experts who work in this content syndication realm. They buy content syndication programs, they talked about content syndication. There's going to be a replay of that webinar in the link in the show notes for anyone who wants to see it. But this is following up on that great conversation. I think to set the stage, we should start with, what is content syndication?