Optinet
Optinet
Building authority & demand for Data Connect through expert-led search marketing
Data Connect
Data Connect
Data Connect
Data Connect is a cyber security specialist delivering managed services through its vSOC Connect Console, backed by an experienced security team. Its offer brings together technology & human expertise, helping organisations improve security maturity, reduce cyber risk & strengthen operational resilience.
In a crowded cyber security market, Data Connect needed to stand out as the helpful experts. The challenge was not simply to gain visibility, but to turn technical cyber issues into clear, commercially relevant messaging that would build trust with decision-makers & move them towards enquiry.
Visit siteIn a crowded cyber security market, Data Connect needed to stand out as the helpful experts. The challenge was not simply to gain visibility, but to turn technical cyber issues into clear, commercially relevant messaging that would build trust with decision-makers & move them towards enquiry.
The brief
Cyber security is full of technical language, near-identical claims &, frankly, a fair bit of noise. For Data Connect, the opportunity was to stand apart through clarity & authority - building awareness with the right audience while creating stronger routes to lead generation.
That mattered because the target market was very specific. Data Connect’s audience includes organisations with 100+ employees, an internal IT team, but no dedicated in-house cyber security specialist. So the strategy had to balance expertise with accessibility, making topics such as cyber risk management, operational resilience & security maturity easier to grasp for senior stakeholders weighing up external support.
The approach
To tackle that, Next Chapter™ built a search-led demand generation strategy designed to turn Data Connect’s expertise into a clearer commercial advantage. A major part of the work centred on content demonstrating their technical expertise, translating complex cyber security issues into clear, targeted messaging that could support both SEO & AEO / GEO performance. That included answer-led content, FAQs & supporting assets around priority themes such as cyber risk management, helping Data Connect become easier to find, easier to understand & easier to trust.
Expert insight ran through the strategy as well. Quotes, webinars & follow-on content helped build a stronger authority signal around the brand, while also giving us more material to use across different channels & stages of the buying journey.
Alongside this, we ran targeted ad campaigns aimed at key decision-makers, supported by bespoke landing pages, LinkedIn activity & remarketing. Taken together, the work gave Data Connect a stronger authority position in search & a more effective route from visibility to enquiry.
The results
42+
Keywords appearing in Google AI Overviews
100%
Rise in key conversion events year-on-year
100%
Rise in organic search traffic year-on-year
168%
Rise in referring domains year-on-year
“Next Chapter have been a real asset to our marketing efforts. They’ve helped us strengthen our visibility, sharpen how we communicate our expertise & build more momentum through our digital activity. They’re thoughtful, responsive & easy to work with, & they’ve played an important role in supporting our wider marketing goals & aligning them with our sales efforts.”
Simon Kean— Sales Director at Data Connect
