One of the most critical components of STANLEY Security’s 2020 marketing strategy was a comprehensive content marketing plan that could flex with the evolving environment, serve organizations in their time need and drive organic lead generation.

Centered around the customer, this content marketing strategy was fueled by several thought leadership campaigns, which culminated in the development and launch of STANLEY Security’s 2021 Industry Trends Report.

For the second year, I championed the development of this report, driving the strategy and writing all of the content. I collaborated with a team of more than a dozen marketers to ensure the piece could be leveraged globally as part of our lead generation efforts.

The report – which was published in seven languages and deployed across eight countries – includes exclusive survey data of more than 2,400 business decision-makers across the globe, as well as insights from global security leaders across STANLEY. These leaders represented eight countries: Denmark, Finland, France, Netherlands, Norway, Sweden, United Kingdom and United States. In its entirety, the report paints a picture of the state of the industry, and what organizations need to know to prepare for the future.

The executive summary by Global President of Electronic Security Matthew Kushner and the 10 trends featured in the report are packed with insights that provide readers with both a high-level overview of changes on the horizon, as well as a veritable checklist of what to consider when evaluating their security program.

Along with the report, itself, I wrote a series of blog posts, aimed to further supplement the report and provide organizations yet another channel through which to access timely, relevant and useful information.

Results: The report generated 2,500+ downloads (excluding STANLEY employees), 16 pieces of media coverage and nearly 5 million potential impressions from that coverage. We also emailed the report to our customer database and saw click-thru rates reach as high as 27.8% (compared to industry average of 2.18%) and open rates soar as high as 55.6% (compared to industry average of19.82%).

To access the PDF, click here.