Ironwood Cyber- Leveraging Strategic Content And PR to Amplify Digital Presence
The Challenge
Ironwood Cyber, a boutique cybersecurity firm with a newly launched SaaS product, was investing thousands of dollars per month in a paid media strategy that failed to deliver meaningful results. Several key issues contributed to the underperformance:
Broad, Ineffective Keywords: The company was bidding on overly generic keywords, leading to poor targeting and inefficient ad spending.
Lack of Relevant Content: Paid search traffic was not being directed to high-quality, relevant content, reducing engagement and conversion rates.
No Organic Search Presence: Ironwood Cyber struggled to rank organically without a content strategy or consistent publishing, relying solely on paid efforts to generate visibility.
This lack of a cohesive digital strategy resulted in a wasted budget and minimal return on investment, highlighting the need for a more strategic, content-driven approach.
The Solution
To address these challenges and improve Ironwood Cyber’s digital performance, we implemented a multi-faceted strategy focused on organic growth, audience engagement, and industry authority:
Robust Organic Content Strategy: We developed and executed a structured content plan, regularly publishing SEO-optimized articles tailored to Ironwood Cyber’s target audience. This included use cases, case studies, and infographics designed to improve search rankings, enhance engagement, and drive qualified traffic. Additionally, we strengthened the company’s social media presence, ensuring consistent messaging and increased brand visibility across key platforms.
Public Relations and Earned Media Strategy: To position Ironwood Cyber as a trusted thought leader, we launched an earned media campaign, securing industry coverage, expert interviews, and guest articles. This approach enhanced credibility, increased domain authority, and built trust with potential customers.
Results
Ironwood Cyber significantly improved its digital reach, engagement, and lead generation efficiency by shifting the focus from an ineffective paid strategy to a content-driven, organic-first approach.
Key Wins:
Placed Ironwood in 2 endemic media publications within first month
Increased Organic Search traffic by 66%
Increased key events by 850%
Created marketing materials that led to contracts with government agencies and international governments totaling over $15 million in pipe revenue and a pending acquisition.
What truly sets Kelly apart is her remarkable ability to learn quickly and apply that knowledge effectively. Despite the complex nature of our technology and cybersecurity offerings, Kelly’s rapid comprehension and adaptability allowed her to communicate our services with authenticity and impact. She is an incredible resource, and her passion for her work shines through in everything she does.
-Jeff Stratton, Chief Revenue Officer
