Rapid delivery of IBM partner co-branded content for cyber security consultancy

The problem

Celerity’s aim was to equip its sales team and drive engagement for its cyber recovery services.

As an IBM Platinum Partner, Celerity was well positioned to talk about cyber resilience and secrets management.

The consultancy’s strategy included exhibiting at major expos as well as digital marketing. Celerity planned to create anchor assets, co-branded with IBM, to lead the campaigns and sales enablement.

But there was limited time before the first event.

What I did

1. Celerity asked me to create in-depth guides aimed at CISOs, CIOs, CTOs and senior stakeholders. The aim was to provide expert-level education on cyber resilience and secrets management.
2. While the guides had to be technically literate, they also needed to discuss the business risks that mattered to board-level decision-makers.
3. Using my own knowledge and in-depth research, I avoided taking up time from the internal security specialists. I created a detailed outline to show Celerity my proposed approach and structure.
4. But I delivered more than words.
5. Many security leaders are sceptical about marketing, so the tone of the content was critical. I evidenced my arguments and tied the solution back to their business risks.
6. Alongside the written draft, I also included pull quotes, statistics and imagery suggestions for the layout. These helped the key messages of the ebooks to stand out, whether it was read in detail or skimmed.

What I can show

An extract

Shared with the client’s permission

The outcome

I delivered the first ebook in 5 days with minimal client edits. It was used as the anchor asset for Celerity’s campaign.

A positive response led Celerity to trust me with writing a follow-up asset.

The client also repurposed the published ebooks into other assets for its campaigns, increasing their long-term value.