Forrester Groundswell Awards, August 2011

Description of Entry (what it is and how it works)

Threatpost began as an idea for a different kind of news site—covering security from every angle and at a depth that other sites can’t manage. The unique mix of original news stories, analysis, guest commentary and curated aggregated articles has made it the destination for security news and analysis and positioned Kaspersky Lab at the center of security discussion.

We’ve become a central part of the conversation about security, in the enterprise, in small businesses and among consumers. Threatpost has evolved into both a vital resource for news and in-depth analysis of key issues and a hub of information for other journalists (150+ Threatpost news mentions in 2011).

Social media and deep audience interaction have been key to our success—readership has grown to 150,000+ unique visitors/month (up 65% in the last 12 months).  Visitor comments increased 100%+, often 30+ comments deep, and loyal newsletter subscribers engage at a rate that is nearly double industry standards for both open (20%) and CTRs (6%).

All told, today’s investment in Threatpost is generating more than a 2:1 ROI with greater return expected in coming years.

How does this entry accomplish business or non-profit goals?

In its second full year as a security news/analysis site, Threatpost continues to exceed business goals and expectations. In addition to growing the site and visitor activity levels, it’s delivered 6200+ leads to the organization thanks to its:

Exclusive Channel Partner program—Syndicates Threatpost content to strategic partners providing quality security news helping them educate and inform their customers/prospects on security concerns, thereby increasing product sell-through.

Spotlight Series—A compilation of Threatpost content repurposed into highly relevant, topical editions. Registration driven, it captures thousands of leads for us.

Reader surveys—Extends peer-to-peer insight to readers (results shared with participants), educates and informs Kaspersky sales and customers and serves as a demand generation vehicle for B2B marketing efforts.

Threatpost NOW!—Industry experts join Threatpost editors for insightful and lively video discussion around security concerns and challenges, again meaningful demand generation content for Kaspersky.

Helpful links:

Threatpost website: www.threatpost.com

Threatpost Syndication Partner example: http://www.cyberadvisors.com/security-news.html

Threatpost Content Marketing Library featured on Kaspersky Lab: http://usa.kaspersky.com/resources/knowledge-center/threatpost

Paul’s recent Marketplace Tech Report/American Public Media interview: http://marketplace.publicradio.org/www_publicradio/tools/media_player/popup.php?name=marketplace/tech_report/2011/07/20/marketplace_tech_report20110720_64&endtime=00:04:00.0

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