IT Security in a Post-Snowden World

Our primary objective in this white paper-centered content marketing campaign was to generate well-qualified leads. Second, we aimed to generate awareness, among prospects and influencers, of IO’s advantages in mitigating data sovereignty risks. Both goals were successful.

The Strategy

1. Aligning the value that IO delivers with top-of-mind topics

At the beginning of 2014, we set out a high-level editorial calendar for the year, articulating key themes for each quarter. Security was our focus in the third quarter. We recommended writing a white paper about data sovereignty laws and the data center. It was a subject that highlighted well the client’s competitive advantages; it was a topic on which their security subject matter expert, Bob Butler, was well versed; and most importantly, it aligned with conversations customers, prospects, and influencers were having. We had an opportunity to answer the questions that prospects and influencers were asking – and we took it.


2. Creating a content ecosystem to deliver the right content at the right time in the right place

The white paper campaign included an ecosystem of content: in addition to the white paper, which was downloadable from a landing page in the resources section, we developed two bylined articles, including a cover story in Data Center Journal, and four blog posts – in addition to a series of social media posts on Twitter and LinkedIn (all organic).


The Results

1. Well-qualified leads

The white paper generated 145 marketing qualified leads; 5.8% more leads than the site’s second-most popular resource in the second half of 2014. It was the #1 most popular downloadable resource on in the second half of 2014. And, the white paper landing page had 9.2% more pageviews than the site’s second-most popular downloadable resource in the second half of 2014.


2. Broader awareness of IO’s advantages

Data Center Journal is one of the most read data center industry publications, with a digital + print readership of more than 225,000. The cover story in that publication, ghostwritten by Castelazo Content and bylined by the client’s then-Chief Security Officer Bob Butler, extended the reach of the content far beyond the client’s website. In addition, Butler referenced the white paper in several public appearances; it was published on the website of the National Association of State Chief Information Officers (

The four ancillary blog posts we published at were among the most popular of the year, pulling in 59.4% more pageviews than the average blog post. And they were among the most engaging; on average readers spent 10.8% more time on the data sovereignty-related blog posts than on other posts.



Integrated Campaigns
data center