Cybersecurity is a serious topic, but it doesn’t have to be dry. Swedish startup Detectify has proven that through its relatable content. “Go hack yourself” is the company’s tag line, which is edgy but at the same time gets across the idea of testing vulnerabilities by using “ethical hackers.”

In this interview, Jocelyn Chan, content team lead at Detectify, shares how the company developed its fun and approachable tone of voice. The Canadian also talks about how she built her marketing career in Sweden, and the lessons she learned transitioning from online giant to a nimble startup environment at Detectify.

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

Rapid-fire recs

  • Useful book: The Runaway Species by David Eagleman. “It’s helped me demyth the idea that you need to always come up with something original. They discuss how human creativity is based on how we do a new take on something that we’ve seen before and it doesn’t always have to be a totally original idea. I think it’s great for any marketer to consider.”
  • Source of Inspiration: TED Talks. “I like that they have such a range of diverse speakers. They feature a lot of speakers from all different backgrounds and I think it’s really great to draw inspiration from.”
  • Favorite app: Canva. “It just makes design so easy. You can make attractive presentations with templates that they have or even a small graphic to promote. If you have a meetup group and you want to promote something, it’s really easy to use. I love it.
  • Learning resources:
    • My Complete Digital Marketing Course on Udemy by Daragh Walsh. “I thought it was good for foundational skills and to figure out if you want to run your own business online, or if you want to pursue digital marketing as a career.”
    • Podcasts. “I get a lot out of podcasts. I think marketing changes so much that I like to look to experts for what I should pay attention to or what has changed and to keep up to date that way.”

“You aren’t writing content marketing for yourself—you have a target audience. You need to make it relevant for them. Also, you don’t have to create content all by yourself. You have a network you can reach out to, find people to collaborate with and you can amplify your message and get the word out through awareness.” 

Connect with Jocelyn and Shaheen on LinkedIn.

This post was edited by Jessica Farmer. 

For more insights into how to develop your tone of voice:

Tell the story of your brand – Alexandra Hinz, social media team lead at Victorinox

Cater to global audiences – Deliveroo’s Adam Spawton-Rice & Anne-Sophie Delafosse

Master data skills for content marketing

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