The Small Business Guide to Information Security in 2022

💼 The Client

Ampersand Technology is a cybersecurity & technological services company in Alaska that aims to be Uniquely Human.

Over the past two years, we've been working together to build their topical authority via their blog content and website copy. Recently, we saw huge success in reformatting the way we communicated the same work we always do.

Here's how.

💡 The Idea

In a place as fascinating as Alaska, cybersecurity service providers face a lot of unconventional problems trying to get their customers taken care of.

Whether tundra collapses around a fiber-optic cable or power outages from blizzards — the winter cold and technology don't always bode well together.

Ampersand's customers regularly need to fend for themselves, but cybersecurity is too complicated as an overall subject. How could we focus on an area of cybersecurity most important to small businesses?

As the consultant, I suggested we focus on a single, simple concept under the big cybersecurity umbrella: Information Security.

📈 The Stats

Producing this content was the same as any other SEO Blog Post:

SEO Keyword Research — including competitive content gap analysis, search intent analysis, and strategic content positioning.

SME Outline Review

Writing & Editing

SME Final Review

In fact, what changed this time wasn't the content itself. It was how we promoted the content.

The only thing we changed? The word "blog."

Instead of sharing our "newest blog post" with the client's email list, we positioned the blog post as a "guide" for them to bookmark and saw significant results:

Best of all? The client saw an increase in contact form sign-ups and continued interest in their blog in the months following 💪

📝 The Guide

Read the guide for yourself and let me know what you think!

Reach out to me directly on Contra or check out my website

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