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A new study by CyberTheory and the Cusdtia Institute reveals that artificial intelligence (AI) has become the most engaging topic for CISOs, while Operational Technology (OT) security is gaining editorial attention — yet remains under-supported by vendors. The findings suggest that a content strategy tuned to these trends can open doors for cybersecurity marketers and thought leaders.
Introduction
In the rapidly evolving world of cybersecurity, understanding what captures the attention of decision‑makers is more critical than ever. The 2025 CISO Engagement & Decision‑Drivers Study, conducted by CyberTheory in partnership with the Cusdtia Institute, sheds light on exactly how top security leaders (especially CISOs) consume content — and where marketers are missing opportunities. By analyzing billions of intent signals from a massive global audience, the study identifies the themes, formats, and gaps that define today’s cybersecurity dialogues.
Key Findings — What the Original Reports
The study draws on millions of engagement signals from ISMG’s network (over 2 million cybersecurity professionals) to map how CISOs interact with content.
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AI content dominates. Subjects related to artificial intelligence and machine learning captured around 55.7% of all CISO‑level interactions, making AI the most talked-about and consumed theme.
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From 2022 to 2024, the production of AI-related content surged — and engagement grew even faster, signaling sustained interest.
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OT (Operational Technology) security has become a bright editorial spot, with editorial coverage increasing by 51% in 2024.
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Despite this surge in editorial coverage, sponsored OT content declined by 53% in the second half of 2024, indicating vendors are not matching the rising interest.
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Regarding content formats, CISOs prefer deep, strategic formats: webinars deliver the highest engagement, followed by long-form articles and whitepapers.
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Events still matter: when even a single person from a company attends a summit, post-event engagement with related content jumps by around 1,400%.
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There is a huge value in contact-level intent data. In one large financial services organization, non‑sponsored content saw 13x more engagements than sponsored content — suggesting a lot of buyer behavior is invisible if you only track branded assets.
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SMBs (small and midsize businesses) show strong engagement, especially when the content is practical: they prefer AI use cases, tools for phishing detection, automation, and identity management over abstract strategies.
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The study underscores a strategic gap: high audience interest in OT security, but a lack of vendor content, offering a clear opening for marketers.
What Undercode Say: Strategic Analysis
This study’s insights paint a powerful picture of where cyber content should go — but they also raise sharper questions about strategy, opportunity, and risk.
First, AI is no longer niche in the cybersecurity marketing conversation — it’s central. The fact that more than half of CISO engagement centers on AI means that any security vendor or content creator not tying their messaging to AI risks becoming invisible. But to simply talk about AI isn’t enough. The nuance lies in which AI story you tell: defensive automation, SOC optimization, risk modeling, threat intelligence, or even adversarial AI. The study suggests engagements connect on both offensive (AI-powered attacks) and defensive (AI in detection) fronts.
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Second, the OT security gap feels like a glaring missed opportunity. The 51% editorial growth shows that the industry is waking up to OT risk. Yet, sponsored vendor content hasn’t climbed in step. That mismatch is a strategic opening: vendors that build thought-leadership around OT — especially in regulated sectors like energy, manufacturing, and transportation — can establish themselves as early authorities. This could be a foundational play for long-term trust, especially as industry regulation tightens.
Third, the format preferences are revealing not just about CISO behavior, but about their mindset. Webinars and long-form content (whitepapers, in-depth articles) are where executives spend their time. That signals a taste for insight, narrative, and depth — not just checklists or short vendor pitches. The marketers who win will be those who blend data-driven insight with high-level strategic storytelling, not just surface-level product features.
Fourth, the role of events can’t be understated. That 1,400% lift in engagement after event attendance is a marketer’s dream: events aren’t just lead gen but engagement multipliers. But the trick is in the follow-up: you need a content roadmap tied to event topics and attendee behavior to truly capitalize on that spike.
Fifth, intent data at the contact level is gold. The fact that non‑sponsored content drives many more engagements in some enterprises means traditional demand-gen models are missing a big chunk of the buyer journey. Without leveraging contact-level or account-based intelligence, marketers may under-invest in the content that actually builds trust and influence — leaving major behavioral signals untapped.
Sixth, SMBs deserve more love. They are engaging with AI heavily and want actionable, tactical content. Security marketers often focus on large enterprises, but this shows that SMB audiences are receptive — especially when content is practical, problem-oriented, and aligned with their leaner operations.
Finally, from a broader vantage point, the study underlines a shift in how CISOs make decisions: not through direct sales pitches, but through content-first, self-guided exploration. This is in line with broader B2B trends, but in cybersecurity it’s especially potent, because risk decisions are complex, high-stakes, and long-term.
Fact Checker Results
✅ The 2025 CISO Engagement & Decision‑Drivers Study by CyberTheory and Cusdtia is real and based on over 2 million cybersecurity professionals.
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✅ AI topics accounted for roughly 55.7% of user interactions in the study, making it the most engaging content theme.
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✅ While editorial OT content grew by 51%, sponsored OT content declined by 53%, indicating a mismatch between interest and vendor investment.
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Prediction
Looking ahead, we’ll likely see cybersecurity content strategies become even more AI-centric, with top vendors doubling down on use-case storytelling and building deeper, research-based assets. At the same time, savvy players will start to fill the OT content void, positioning themselves as thought leaders in industrial and infrastructure security. Expect a rise in hybrid marketing models that leverage event attendance data, contact-level intent signals, and expert-led webinars or whitepapers to shape future buyer journeys. Over the next 12 months, those who ignore this dual “AI + OT” opportunity risk being outpaced by more insightful, engagement-driven competitors.
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