Trend Micro is an international provider of software and services for server, network and endpoint security. This Japanese company was founded in California in 1988 and now has branches in more than 30 different countries. Since 2010, Trend Micro has been recognised as the global market leader in server security.
The market for cybersecurity is growing rapidly, but it is also highly competitive. An increasing number of providers are all trying to address the same target group with their messages and to increase their visibility. Trend Micro may be the global market leader today, but they also need to keep a very close eye on the competition.
Brand Affairs created a comprehensive content marketing strategy for Trend Micro on the basis of insights from face-to-face interviews with key customers as well as a detailed analysis of the company's communications from an external point of view. We have been complementing this strategy since 2017 with robust media relations work, the continuous cultivation of personal media contacts and a series of video tutorials on the subject of cybersecurity.