Randy Drawas, Chief Marketing Officer of Kaspersky Lab Security News Service discussed the concept of brand journalism and how Kaspersky Lab has taken hold of it to drive lead generation.
Threatpost is designed to keep people safe online. As Drawas says, “This is a place for us to go and talk to people about what’s going on.” Kaspersky Labs aggregates security news and syndicates it. Threadpost explains themselves the following way, “Threatpost has adopted a distributed news gathering model where its editorial team monitors the Internet for fast breaking security news and the most pressing issues of the day. The end result is the aggregation of the most important security news stories, all delivered with Threatpost’s unique commentary. Complementing this, its editorial team also contributes its own brand of reporting and in-depth analysis of industry news and trends.”
Drawas explains that Threatpost is a new concept that differentiates Kaspersky Lab and allows them to focus on core business, help them brand their company, and it serves as a great marketing channel. However, they do not allow any product discussion on the site.
Threatpost was launched last March and currently has more viewers than paid media sites. The Latin American version will be launched next week and the European version will be launched in 2010.
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