Project

Black Hat MEA

BHMEA content launch drove 1,900 new subscribers on the first day

Client

Black Hat MEA

When

March 2023 - present

What

Weekly blogs and newsletters
Black Hat is a cybersecurity conference that drives international collaboration and trains ethical hackers all over the world – and Black Hat MEA (BHMEA) is the Middle East and Africa edition. Run by Informa Markets, BHMEA 2022 hosted over 40,000 cybersecurity professionals, more than 300 exhibitors, and 300 speakers from 120 countries.
“Izzy has become deeply involved in shaping the voice and identity of my brands over the last five years, and she's the best writer I've worked with. She has a knack for understanding an audience, and her work feels effortlessly authentic – which makes the process effortless for me as well.”
Richard McKeon
Marketing Director KSA, Informa Markets

The brief

Create content to drive registrations for the annual event, and to position BHMEA as a brand that’s pushing the industry towards a more inclusive future.

The work

The challenge with this project is to build something very different from the usual B2B content. To make it something the audience looks forward to reading – while still communicating high-level industry thought leadership. The blog and newsletter content is based on video content from BHMEA, and interviews that I’m conducting directly with top cybersecurity professionals. The goal is to create content that information security professionals want to read – and make them want to be featured in BHMEA content too.

Results

After the very first newsletter went out, BHMEA gained 1,900 new subscribers in one day. It’s a new project – more results to come.