How SentinelOne, one of the largest cybersecurity platforms, generated a 250% growth in organic traffic with TripleDart.

SentinelOne is a leading cybersecurity company specializing in autonomous endpoint protection and AI-powered extended detection and response (XDR) solutions. Recognized as a key player in the cybersecurity market, SentinelOne protects organizations worldwide from advanced threats. The company went public in June 2021, achieving one of the largest IPOs in the cybersecurity sector.

Together, SentinelOne and TripleDart built a robust and diversified content engine designed to withstand the test of time — and AI — by focusing on helpful, long-form, high-intent content.

The results were remarkable: SentinelOne achieved a 300% increase in qualified organic traffic within six months and expanded its keyword footprint by 450%. These efforts unlocked new business opportunities and contributed to signed deals.

Monthly Traffic Growth: From 60,000 to 140,000 Visitors in 12 Months

The challenge: Building authority in CyberSecurity space

Challenge 1: Establishing Authority in Cybersecurity

SentinelOne faced difficulty in building authority for non-branded cybersecurity searches. While ranking well for branded terms, the lack of long-form, educational content made it hard to compete with established players dominating the space. Without this, showcasing expertise and earning trust in the highly competitive market was a challenge.

Challenge 2: Competing for High-Intent Software Queries

SentinelOne struggled to rank for direct software-related searches dominated by listicles like "Best Cybersecurity Software." The absence of curated, listicle-style content led to missed visibility for high-intent keywords, giving competitors an edge in capturing potential leads and conversions.

Content Diversification Tactics to the Rescue

TripleDart helped SentinelOne identify search opportunities, devise a content strategy, and scale a content engine that drives thousands of qualified organic visits every month, thereby establishing authority in the cybersecurity space.

A dedicated team of 13 professionals delivered over 250 pieces of content in 6 months

To ensure the success of SentinelOne's content strategy, a dedicated and specialized team was assembled:

• Content Strategist (1): Responsible for identifying opportunities, devising the content plan, and ensuring alignment with business goals.
• Production Manager (1): Managed the end-to-end content production process, ensuring timely delivery and smooth collaboration.
• Quality Assurance Team (3): Focused on rigorous review and editing to maintain high-quality, error-free, and SEO-optimized content.
• Cybersecurity Writers (8): Subject matter experts skilled in creating engaging, long-form content tailored to the cybersecurity audience.

Project Management Excellence

The success of SentinelOne's content strategy was underpinned by a robust content production management process. At TripleDart, we recognize that efficient project management is the key to delivering consistent, high-quality results.

• Streamlined Content Lifecycle: We manage the entire content lifecycle using a dedicated project management tool, ensuring every piece of content moves seamlessly from ideation to publication.
• Comprehensive Tracking: Over 15 statuses are maintained throughout the content lifecycle, enabling clear visibility and accountability at every stage.
• Efficiency and Precision: This structured approach minimizes bottlenecks, ensures timely delivery, and maintains the highest quality standards.

Let’s dive into some of the diversified content formats that we helped SentinelOne

Long-Form Authority Content:

We developed in-depth, informative articles focused on various cybersecurity concepts. These long-form pieces were designed to position SentinelOne as an authoritative voice in the industry, targeting educational and awareness-stage queries. This content helped build trust and visibility, driving organic traffic over time.

Samples:

https://www.sentinelone.com/cybersecurity-101/cloud-security/cloud-workload-protection/

https://www.sentinelone.com/cybersecurity-101/cloud-security/docker-container-security-scanner/

https://www.sentinelone.com/cybersecurity-101/cloud-security/kubernetes-infrastructure-as-code/

Listicle Content for High-Intent Queries:

To capture high-intent, in-market search traffic, we created listicles targeting software-related queries like “Best Cybersecurity Solutions” and “Top Endpoint Protection Tools.” These listicle-style articles allowed SentinelOne to compete in the SERPs, attracting users actively searching for solutions and increasing conversion opportunities.

Samples:

https://www.sentinelone.com/cybersecurity-101/cloud-security/azure-security-monitoring-tools/

https://www.sentinelone.com/cybersecurity-101/endpoint-security/endpoint-protection-solutions/

https://www.sentinelone.com/cybersecurity-101/endpoint-security/endpoint-security-solutions/

A Strong Content Foundation Makes Experiments Possible

Faced with the prospect of losing traffic to AI, SentinelOne chose a time-tested strategy: diversification.

The company has built a diverse SEO engine focused on multiple types of organic content. Its online and in-person events have provided valuable insights that inform thought leadership content creation. This diversified approach not only creates business opportunities but also mitigates risks related to AI and SGE.

TripleDart has helped SentinelOne establish a solid content foundation, positioning the company to explore new content opportunities based on the lessons learned over the past 12 months.

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