User education
During my time at Malwarebytes, I wrote and managed the B2C email newsletter and authored pillar pages designed to rank highly in organic search, teaching users about cybersecurity while driving meaningful traffic.
Email newsletter
I wrote and managed Malwarebytes' B2C email newsletter, which had over 2 million subscribers and generated approximately $300K in annual revenue. The newsletter required writing that was accessible to a non-technical audience, consistently on-brand, and built to drive meaningful engagement week over week.
Pillar pages
I authored pillar pages for the Malwarebytes website, long-form educational content designed to rank in organic search results for high-value cybersecurity topics. These pages served two purposes: educating users who were already worried about a threat, and reaching new audiences searching for answers before they became customers.
Sample topics included:
- What is antivirus?
- What is a backdoor attack?
- What is a data breach?
Of the 32 pillar pages I wrote, 24 ranked in the top 10 of Google search results, 12 of them in the top 3.
What made these work
Effective user education in the cybersecurity space requires a careful balance. The audience is often anxious, they're reading because something went wrong and they need answers right now. No one tucks into an article about malware for fun. That said, I tried to strike a balance between being informative while soft-selling the product.