The Project:
Lumension Optimal Security Blog

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The Challenge:

An industry thought leader needs to have a place suitable for expressing those thoughts.

The Solution:

Enter the Optimal Security Blog, a custom designed blog built on the WordPress engine. This site has been a source of knowledge and insight to over 50,000 unique users since it's launch.

As with any website the usual measuring sticks apply. Time on Site, Bounce Rate... et all. But with a blog the two metrics we are always looking at the hardest are Visitors, and Pages per Visit. Essentially, how good of a job are we doing in getting people to visit our blog and how engaged are they once they visit the blog.

To address the issue of visits, one of the strategies we employed was the distribution of our posts. Beyond a RSS feed we wanted to look at how we could take our content to the readers. The tactic I developed was a simple widget we deployed to our corporate website. Reading some information about our latest Anti-Virus product? Here is a recent article about the latest Adobe PDF vulnerability. Reading up on our Data Protection solution? Here is Lumension's take on the notorious Sony Hacking of '11. The result - contextually relevant articles driving a 25% increase in traffic.

And once a user is done reading the article that got them to the site... why should they stick around? Well stay tuned in Q1 2012... because this blog is getting a major overhaul, and the incorporation of external content, trends and polls, and free resources will only help to drive deeper engagement.

And one final note... when our target audience is looking for a good resource on the topic of Patch Tuesday - who's site do you think comes up when they Google Patch Tuesday Blog?