Newspaper-like blog boosts traffic and brand visibility

“It’s a different beast,” says Carole Theriault, a spokeswoman for the company and senior security consultant. “We’re talking about the woods and we’re in the woods.”

The point of the blog is proving Sophos’ place as a haven for security experts. A business-to-business firm, Sophos doesn’t have the luxury of magazine ads and consumer-facing TV segments to make it a household name.

Rather, Theriault and her team relied on blogging. They consolidated its five or so small blogs into one—Naked Security—to help make the brand more visible.

They modeled the site after that of a newspaper and adopted a “tabloid approach.”

The result: Page views have increased seven-fold, and nearly 75 percent of the people who come to Naked Security are new to the Sophos brand, Theriault reports.

Evolution

Theriault has worked as a communicator at Sophos for more than a decade. For the first few of those years, most of the company’s external communications were highly detailed releases regarding products.