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Brand Exploitation Is a Bigger Issue Than It Seems

Brand Exploitation Is a Bigger Issue Than It Seems

The shift to remote and hybrid work over the past year and a more mobile workforce has made the matter worse, as attacks rose and workers became more susceptible. More than half (51%) of respondents to The State of Email Security 2021 report (SOES) reported an increase in BEC attacks that exploited brand impersonation, and 63% reported an increase in phishing attacks that targeted their employees. SOES research also discovered that employees were clicking on unsafe URLs in emails three times mor...

Cybercriminals Are Stealing Marketers’ Leads

Cybercriminals Are Stealing Marketers’ Leads

Depending on the industry, marketers are projected to spend between $31 and $208 per lead in 2021, according to the latest research.[1] And with business-to-business (B2B) leads requiring up to 13 or more touches before they convert, it’s critical that lead-gathering be as frictionless as possible. The last thing a company needs is to do all the work prepping prospects, only to have a cybercrimina...

How Cybercriminals Attack Brands with Marketing Tactics

How Cybercriminals Attack Brands with Marketing Tactics

The customer service confirmation scam, whether by phone or phishing email, is just one example of how bad actors are hijacking hard-earned brand equity and using common marketing tactics to make their con. In fact, cybercriminals are deploying a complete range of marketing tactics to try and separate people from their money, as described in Mimecast’s The State of Brand Protection 2021 (SOBP) rep...

A different kind of SEO process.
I work with big and small brands alike to create market-facing content that is designed to build on the awareness and consideration that your marketing has been fostering. It starts with editorial profiles of your ideal customer, provides original content—articles, blogs, and other content—that is designed to appeal specifically to them, and ends up with an analytics report.

Review your marketing personas, interview key SMEs, review analytics and editorial efforts of competitors.
Assess what kinds of content will appeal to your ideal customers.
Write and promote content that meets their needs and wants.
Use analytics to determine how well the content did.
Revise and improve content plan based on what was learned.
Interested? Let's work together to create high quality
content for your B2B web site.

Here's how we can work together.


Introduction
We talk or video chat about your organization and needs. If it feels like a fit, we'll set up a time to start creating the editorial profiles.

Editorial Profile Review
Based on information you have given me and through research, I present to you the editorial profiles. We hone that to make sure it aligns with your marketing personas.

Content Creation
We'll create an editorial calendar for the next few months, agree on the cadence of new content, and then the new, original content starts flowing.

Publish and Monitoring
As the articles are published, we make sure they are scooped up by Google and monitor.

Analysis
We'll run an ongoing visualization of how the articles are doing, what kind of traffic they are generating, and track them through to conversions.

Review
We will periodically review the plan against what is learned. If modifications to the plan seem called for, we'll discuss that.

Michael Grover

Contact Michael Grover

617-435-1340

mike@michaelgrover.com

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