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Jaq, the Senior Digital Marketing Manager...

...spearheaded web and content marketing at ExtraHop Networks, ExtraHop is on a mission to arm security teams to confront active threats and stop breaches.

In plain English: they are a security company for the modern age :)

Meet Jaq Evans

Where Is The Green Grass

Innovation takes time. Business-changing ideas don't just fall out of the sky; they often take a lot of conversation, careful thought and the courage to put ourselves out there by releasing that idea, concept or execution out into the world.

When we innovate for our clients, we ultimately ask them if they trust us with a big idea that has come to mind. Do they trust us to try something new that may actually not work?

A great example is the Protocol Library project.

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Protocol Library

Enter: Protocol Library

We shared with ExtraHop that there was a huge opportunity to create a dictionary-style section of their website that outlines security protocols.

Something that was not so focused on getting visitors to immediately request a demo or to sign up for a sales conversation.

But instead something more top of funnel for security professionals looking to educate themselves on cybersecurity terms.

Parooze the Library
Jaq Evans, ExtraHop Networks
“MKG Marketing’s efforts significantly increased the number of inbound leads. They also helped raise search rankings on certain keywords. The team is proactive and organized. While they aren’t the cheapest option on the SEO market, the team consistently delivers impressive results.”

~ Jaq Evans, ExtraHop Networks

The Media

Our team approached this project with the mindset of finding a diamond in the rough. It was a gift to find this opportunity that none of ExtraHop’s competitors had noticed exist!

Keyword Opportunity

Years before the Protocol Library launched, our team noticed a large volume of searches for technical, definition-like terms (Security Protocols).

Targeted To Top Of Funnel

These searches tend to be focused around definitions as well as quick answers to “What is…” style questions.

Using BrightEdge’s DataCube product, we correctly identified most of these to be top of funnel, awareness searches.

Broad Match Content Strategy

There was no term too small to attempt to rank for.

While we put equal effort into ranking for search queries that had 10 searches a month as well as 10,000 per month. In terms of stack ranking these queries, we developed the higher volume content opportunities first.

Awareness to Commercial Success

A content strategy focused on definitions - like the Protocol Library - tend to play in the top-of-the-funnel, awareness space.

As we begin drawing SEO traffic to this section of the website, the next step is to push qualified individuals through the rest of ExtraHop’s website through creative internal linking powered by a user flow analysis to guide the visitor from the Protocol directory over to other areas of the website.

5 Years In the Makingl

This idea took years to finally get the resources behind it to execute.

This idea took time to concept. Time to get resources budgeted. And time to create once it was green-lit. But now, it's an incredible asset for ExtraHop Networks that none of their competitors had when it first went live.

Long Term Wins

Over the past two years we saw the following wins generated by the Protocol Library:

  • The protocol library generates 10’s of 1000’s of SEO clicks every single month
  • Outside of the marketing organization, this Library provides tremendous value to the sales and Business Development team as well (sales enablement, definition, industry library, etc) as they work new leads
  • Last but not least: The Protocol Library was so well received by the industry that we are now developing a Threat Library to live alongside it!
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