Observed Signal · Jun 18, 2024 · Other · Source: CMSWire · Impact: 2/5 · Sentiment: Neutral
Recorded Future CMO on Building a News Organization for Brand Trust
In an interview with CMSWire's Michelle Hawley, Tom Wentworth, CMO at Recorded Future, discusses his unconventional approach to long-term marketing success. He emphasizes balancing short-term tactics with long-term brand building, and details how Recorded Future built its own in-house news organization (Recorded Future News) to establish trust and credibility in the cybersecurity space. Wentworth shares lessons from past mistakes at Acquia, where he over-focused on short-term results. He also covers the success of the podcast 'Click Here' and the benefits of news-driven marketing, including organic search traffic and audience building.
Shows a unique long-term brand building strategy for B2B marketing, but not a major industry shift.
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Key Takeaways & Evidence Grounding
- Recorded Future built an in-house news organization (Recorded Future News) with eight full-time reporters producing 10-15 stories daily.
- The podcast 'Click Here', hosted by former NPR journalist Dina Temple-Raston, ranks in the top 10 of the tech news category with over 1 million downloads a year.
- Two stories from Recorded Future News generated nearly 1.5 million organic search impressions and 125,000 clicks over two weeks.
- Wentworth cites a past mistake at Acquia where over-focusing on short-term marketing tactics hindered long-term brand building.
Connected Companies & Entities
2 Entities mapped“I worked with a company called Acquia, in the CMO role...”
“what Bloomberg does for financial traders...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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