Producing Cybersecurity Videos in Hostile Environments

The mission was clear but daunting: convince five intimidating cybersecurity professionals to create marketing videos. This was a no-nonsense group—bald, muscular, and covered in military tattoos that told stories of intense service. Now, they were consultants at a Big Four cyber risk management practice. 

“Our work is boring,” one growled. “Nobody wants to watch what we do.” 

Another chimed in, “Video is a waste of time. We’re about technical substance, not flashy content.” 

I was outnumbered, slightly terrified—but determined to change their minds.

I looked them straight in the eyes and said, “What we’re doing isn’t about making you look good. It’s about making your critical knowledge accessible. You’re not self-promoting—you’re idea promoting. Every minute of technical insight you share is a lifeline for businesses drowning in cyber risk. These videos aren’t about your ego; they’re about generously giving away the expertise that could save companies from catastrophic breaches.” 

Their hard expressions softened. 

I continued: 

“When you explain a complex security vulnerability or demonstrate a risk mitigation strategy, you’re not selling yourselves—you’re creating a gift of knowledge. Your military background taught you to protect. These videos are an extension of that mission. You’re not performing or posturing; you’re teaching, warning, and ultimately defending organizations through the most powerful weapon you have: your expertise.” 

I saw understanding dawn in their eyes. I had shifted their perspective from resistance to purpose. 

• 91% of businesses use video as a marketing tool (1)

• 88% report strong ROI from video content  (1)

• 70% of B2B buyers watch videos during decision-making  (2)

• Videos under 90 seconds retain 50% more viewers  (3)

• 62% of B2B marketers say video is more effective for lead generation than any other format  (4)

 I shared slightly different—but equally compelling—stats back then, and it eased their tension. 

Just as I was gaining momentum, one of them opened YouTube and pulled up some objectively awful B2B videos with single-digit views. 

“I don’t want to sound like this guy babbling nonsense like a robot.” 

“He sounds like a used car salesman.” 

“I’m not going to ruin my reputation.” 

All valid concerns. Producing effective video content isn’t easy. It takes planning, skill, and the right mindset. 

“Not to worry,” I said, as I pulled out my trusty video production playbook. 

Here are the 10 strategic cybersecurity video principles one must learn and master for success:

1. Simplify Technical Concepts
“We use asymmetric encryption with public/private key pairs to secure data in transit” becomes “It’s like a locked mailbox—anyone can drop in a letter, but only the person with the key can open and read it.” Analogies like this make the content stick. 

2. Master Dynamic Delivery
Ditch the flat delivery: “Today we’ll discuss phishing mitigation.” Instead, say: “Phishing scams are getting sneakier every day—but I’ll show you how to spot them instantly and stop attackers in their tracks.” Make it sound like you’re talking to one person, not reciting a script. 

3. Prioritize Production Quality
Good lighting, clear audio, and a clean background go a long way. Even a smartphone can produce great results with a ring light and lapel mic. Don’t let grainy video and echoey sound undermine your authority. 

Looking for professional quality cybersecurity video production? Check out ISMG.Studio for white glove service and support.

4. Keep It Concise
Don’t try to explain the entire NIST Framework in one go. Instead, say: “NIST CSF in 60 Seconds: What You Need to Know.” Quick hits keep attention and encourage follow-up engagement. 

5. Use Real-World Examples
Instead of theorizing about third-party risk, say: “One of our clients had a payroll vendor breached. The attackers didn’t come through their firewall—they got in through a trusted connection. Here’s how we helped them recover.” Real stories connect. 

6. Stay Current
If a critical vulnerability breaks, jump on it. “Here’s how MOVEit Transfer vulnerabilities are being exploited—and what you need to check today if you’re using it.” Timely insights show that you’re not just informed—you’re indispensable. 

ISMG’s editorial team is uniquely structured to align precisely with your subject matter experts’ focus, ensuring each conversation is deeply relevant and highly engaging.

7. Address Pain Points
Rather than talking about MFA in general, frame it like this: “Still getting pushback from your sales team about MFA? Here are three ways to make it painless—and why it matters after last week’s Salesforce credential leak.” Speak to the real-world friction your viewers face. 

8. Focus on Education
Avoid: “We offer advanced endpoint solutions.” Instead: “Here’s how malware evades traditional antivirus—and how EDR tools detect the behavior before damage is done.” Teach, don’t pitch. 

9. Leverage Visual Aids
While explaining the MITRE ATT&CK framework, show the actual matrix lighting up as you talk. Use animation, screen capture, or even a whiteboard sketch—anything that supports understanding without overwhelming it. 

10. Embrace Storytelling
“Last year, a hospital we worked with faced a ransomware attack during a COVID surge. Systems were locked, ambulances were diverted. In this video, I’ll walk through how we helped them recover in 48 hours—and the three defenses that made the difference.” Tell stories that make people care. 

By applying these 10 principles, I gradually won them over. It’s important to remember that cybersecurity practitioners do not necessarily consume content the same way as buyer’s looking for solutions.

Practitioners often consume content in real-time, during an active investigation or while implementing a new tool—meaning they skim quickly, bookmark often, and return to dense material when needed.

Buyers typically consume content as part of a structured buying journey, often planned over weeks or months, and in collaboration with teams across legal, compliance, finance, and operations.

They began to see video not as a marketing gimmick, but as a powerful communication tool. It became a way to simplify complex concepts, showcase their expertise, and engage a broader audience. 

The result? What began as a room full of skeptics turned into a team of enthusiastic creators, eager to share their hard-earned insights with the world. 

For professional video production tailored to cybersecurity professionals, check out ISMG Studio—specialists in turning complex cyber narratives into compelling visual stories. Every project gets white-glove treatment from our editorial team and campaign strategists to ensure your voice hits the right notes.  Promote and distribute beyond your own channels to our 2M+  subscriber base that’s engaged, listening, and eager to learn. 

 References 

1. Wyzowl. (2024). Video Marketing Statistics. https://www.wyzowl.com/video-marketing-statistics/ 
2. HubSpot. (2024). The Ultimate Guide to Video Marketing. https://blog.hubspot.com/marketing/video-marketing 
3. Demand Gen Report. (2023). Content Preferences Survey Report. https://www.demandgenreport.com 
4. Forrester Research. (2023). B2B Video Engagement Insights. https://go.forrester.com