Shaheen Samavati had the chance to speak with Gareth Fraser-King, a veteran marketer and information storage and security expert who has more than 30 years of industry experience. Gareth most recently worked as the director of product marketing for EMEA at FireEye—but his insights extend far beyond the scope of cybersecurity. In this interview, he shares his thoughts on making highly technical subjects interesting, creating a consistent brand identity, and navigating the evolution of content in the digital age.

You can watch the full conversation in the video above or on our YouTube channel, listen to the podcast on Apple and Spotify, and read our recap below.

Key takeaways

  • Storytelling is key to getting people interested in what you do; forego highly technical language in favor of a short and sharp style that grabs their attention from the get-go.
  • When it comes to marketing, consistency is key. A successful strategy takes time, and you need to build brand recognition through a stable supply of consistent content.
  • Today’s authors should focus on keeping content dynamic, planning out what they’re writing in advance, and providing unique value in their own voice.
  • Believe in your own writing—just because other people write differently, that doesn’t mean it’s correct—and take the necessary time to proofread and revise your work.
  • The most important thing to consider is the benefit that your content will provide to your audience. Keep it simple, clear and useful, and remember who you’re talking to.

The secret of business success is continuity of purpose, which means that if you start doing something, you’ve got to keep doing it.

Rapid-fire recs

What’s your favorite app at the moment?

The Guardian – Live World News.

Also check out: Top 10 apps for content and marketing professionals

A useful book that you’d recommend?

Essentialism: The Disciplined Pursuit of Less” by Greg McKeown, or anything by Peter May. 

And the books I’ve written:

Also check out: Top 8 content and marketing books to read right now (according to experts)

Connect with Gareth and Shaheen on LinkedIn.

This post was edited by Melissa Haun, a freelance content creator based in Lisbon.

For more insights into the latest trends in IT marketing, check out:

The art of demand generation – Ertan Benzes, EMEA and India digital marketing director

Leading digital transformation – William Lawrie, JLL’s EMEA digital marketing manager

Innovate and go digital – Christian Flaschka, global marketing expert at Markem-Imaje

To see the full transcript, click on page number 2 below.