Cybersecurity Article Misses the Mark: A Lesson in Content Marketing Malpractice 🎯❌

I recently stumbled upon an article on the Inside Self Storage website that left me scratching my head. The piece, titled Locking Down Your Data: Improving Self-Storage Cybersecurity—I appreciate that the author, Daniel Haurey Jr., president of an IT consulting firm, is shining a light on the growing threat of cyberattacks. We need to have a conversation to tackle the important topic of protecting our businesses from digital threats. But instead of providing the actionable insights we need, it fell short, serving as a prime example of content marketing that merely checks a box rather than moving the needle.

Don't get me wrong—I appreciate that the author, Daniel Haurey Jr., president of an IT consulting firm, is shining a light on the growing threat of cyberattacks. It's a conversation we need to have. However, the way the information is presented raises some red flags.

Locking Down Your Data: Improving Self-Storage Cybersecurity

The article offers ways to protect a self-storage business from a damaging cyberattack.

InsideSelfStorageDaniel Haurey Jr.

First and foremost, let's talk about the elephant in the room: the author's background. As the head of an IT company, Haurey undoubtedly has some valuable knowledge to share. But when an article written by a vendor focuses more on the scary aspects of cybercrime than on providing tangible solutions, it starts to feel like a thinly veiled sales pitch. It's hard not to wonder if the primary goal is to educate readers or to convince them that they need to hire outside help.

But let's dive into the meat of the article itself. Haurey kicks things off by emphasizing the importance of staying vigilant in the face of constantly evolving cyber threats. He throws out some alarming stats, like "nearly half of the cyberattacks in the United States target smaller organizations." Okay, point taken – this is a serious issue that demands our attention.

But when it comes time to offer practical guidance, the article falls flat. Haurey mentions a few basic security measures, like using firewalls and implementing multi-factor authentication, but he doesn't provide details on how to implement these things. It's like telling someone they need to eat healthier without giving them a grocery list or recipes.

The section on employee training is particularly frustrating. Haurey notes that "security-awareness training is usually outsourced" and provides a rough price range for these programs. However, he doesn't offer any insights on what effective training should cover or how to implement it in-house. Instead, he leaves readers with the impression that they must pay for outside help.

And that's the crux of the issue here. When vendors position themselves as experts but fail to provide actionable advice, it doesn't build trust – it erodes it. Suppose you take the time to write an article about cybersecurity. Why not go the extra mile and give readers a comprehensive checklist of items to secure and review regularly? Why not offer step-by-step guidance on implementing best practices rather than just alluding to them vaguely?

Here's the thing: when vendors establish themselves as true thought leaders by providing genuine value, readers take notice. They start to see those vendors as trusted sources of information, and over time, that trust can translate into real business opportunities. But when an article like this comes across as little more than a scare tactic designed to drive sales, it has the opposite effect.

Think about it – if a self-storage operator reads this article and comes away feeling overwhelmed and ill-equipped to tackle cybersecurity independently, they might be more likely to seek professional help. But they won't turn to the company that made them feel that way in the first place. They will seek a partner who empowers them with knowledge and resources, not one who preys on their fears.

So, to the industry association and any vendors looking to make a real impact with their content marketing, here's my advice: focus on providing value first and foremost. Give readers the tools and information to make informed decisions about their cybersecurity practices. Trust them to take that knowledge and run with it, and be there to support them when they need it.

If you do that consistently, you'll build a reputation as a go-to resource in the industry. And when the time comes for readers to consider investing in more robust security measures or training programs, guess who they'll think of first? The vendor who's been there all along, providing valuable insights and guidance every step of the way.

Ultimately, content marketing is a powerful tool—but only to educate and genuinely empower readers. Articles like this, prioritizing scare tactics over substance, only waste everyone's time. As an industry, we deserve better. We deserve thought leaders committed to helping us navigate the complex world of cybersecurity, not just selling us on their services.

So, let's demand more from our content providers. Let's seek out vendors and experts willing to go the extra mile to give us the actionable advice we need. And let's work together to create a secure and genuinely thriving self-storage industry.

-PC-