Q&A: How Proofpoint uses content marketing to break niche boundaries

Published on
by Brafton Editorial
Proofpoint describes Brafton's content marketing service "cost effective," saying, "they're great people to work with and the quality of the content is really high."

In the competitive security as a service industry, Proofpoint sets its brand apart by constantly developing products to keep pace with evolving user needs. Still, it lacks resources and writing skills to effectively communicate its authority and draw leads from across the web. Director of Market Development Keith Crosley looked to Brafton as an affordable, reliable content marketing vendor.

Brafton’s writers create nuanced articles relevant to Proofpoint’s offerings, and the content is used to fuel the brand’s social marketing as well. 

Q: What made you realize you needed to use content marketing?

A: I had another counterpart who had seen one of these feeds and he was like, “How did they do this? They must have great writers.” And I said, “No, no, let me check that out and, it turns out, it was Brafton. So, that kind of competitive impulse is what really caused us to buy the product.

“It’s really impossible to generate the volume of content you want to use in your marketing efforts.”

Q: What’s a common challenge you think marketers face in content?

A: It’s really impossible to generate the volume of content you want to use in your marketing efforts in the way that a service like Brafton can do, so it’s cost effective, easy to use, the setup was very quick and we’ve seen a lot of benefits from using it.

Q: Can you describe what it’s been like to outsource your content when you work in a niche field?

A: Brafton was completely able to customize the content to our needs, so I think Brafton really understands and that’s one of the things I think is really impressive. Even in markets that seem highly technical and very niche, Brafton has writers who have experience in those fields and, if they don’t, Brafton’s writers can develop expertise very quickly.

“Even in markets that seem highly technical and very niche, Brafton has writers who have experience in those fields and, if they don’t, Brafton’s writers can develop expertise very quickly.”

Q: What’s next in your content marketing?

A: I’ll be honest, I think in our deployment, we haven’t taken advantage of all the things that are open to us and all the suggestions. But Brafton is always there to remind us, “Hey, here’s a way that you could get a little bit more traffic, and here’s a way that you can actually drive conversions from this content.”

It’s really one of the favorite services that I’ve deployed in my time at Proofpoint. Brafton is extremely cost effective, they’re great people to work with, and I think the quality of the content is really high. Brafton’s understands the goals of what content marketing is for, understands the needs of growing companies to increase traffic, increase market presence and have a steady pulse of information going out. Brafton understands all of that, and that’s why I recommend the company’s services to everybody that I work with.

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