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Practitioner Marketing Topic Facets: Container Security

When we ask our customers what the greatest challenge is for them in their content marketing, they consistently come back to us with the same answer: developing topics for their blogs and longer-form marketing assets. While it is certainly possible to create your own topic strategy, normally, part of our partnership with our customers involves helping them generate a topic for each piece of practitioner-written content we deliver to them.

We’ve written this series to help our customers and marketing managers look under the hood to discover how we develop topics. Examined here is the container security conversation, what is influencing the share of conversation, and the attributes of the practitioner that you need to cover these topics.

March 2018 Container Security Trends and Players

Our approach to determining topics within this conversation begins and ends with a share of voice (SoV) calculation, which ultimately gives us an idea of a vendor’s share of this conversation (SoC). Our share of voice methodology is described in some detail in a variety of places, but here is a quick summary:

Share of conversation (or conversation share of voice) is the percentage of any specific conversation you own. Conversation share of voice is more precise because it looks at specific conversations within a market versus focusing only on global SoV compared to competitors. While it’s interesting to know how your brand or product is doing in the world of all products, you can make the greatest impact by going local with specific topic areas.

The Re:each Share of Conversation Calculation for Container Security

Fixate’s Re:each platform has algorithms which derive conversation share of voice across traditional and social media. The phases of calculation are data collection, normalization, and interpretation. We can’t give you the secret sauce, but we can give you an idea of how we do it.

Core Calculations

  1. Identify your place: Identify specific keywords and concepts associated with your brand and product based on those concepts that appear the most in all conversations you participate in.
  2. Determine your conversations: From there, the concepts are applied across a body of sources in order to identify the three conversations which are most relevant to you. For each vendor, there are three types of conversations identified:
  • Market
  • Demand Gen
  • Mindshare/Thought Leadership
  1. Find your competition: Competition is derived by identifying the top 4-9 vendors in each conversation based on their SoV in those conversations.
  2. Determining relevant topics: Topic suggestions are derived from entity/concept extraction of content that was most prevalent in each conversation selected over the set period of time. Those concepts that had the greatest reach in that conversation are weighted and end up as the core elements of a suggestion.

Data is collected from traditional social media sources as well as trusted media sources for each broad market. Weight is put on content based on the source it came from using a proprietary algorithm. Currently, calculations are done at the end of each month for the entire month’s worth of data.

Domain Expertise

The machine learning used in SoV is human-supervised (Human-In-The-Loop). SoV calculations can be fully automated; however, topic suggestions are subject to language challenges, and domain expertise based on raw data collection. Domain experts validate SoV calculations, and reformulate raw entity extraction on top-performing content in each conversation to build coherent topic suggestions.

Results that Influenced Topic Selection for Container Security in March 2018

Industry News

Container Security March 2018

There were a lot of product releases in March 2018 that heavily dominated industry news.

Below, we list the releases that dominated the container security conversation.

*AquaSecurity released version 3.0 which introduces Kubernetes-native enterprise security controls.

* Tenable released what they call  “The Industry’s First Cyber Exposure Benchmarking Solution”.

* CloudPassage was named a “Top 3 vendor” for container management in the AssociatesInfluential report.

*DZone.com wrote an article in anticipation of the 2018 Red Hat Summit, highlighting how dominant Docker and Kubernetes remain in the container security conversation. The Red Hat Summit will be from May 8-10 in San Francisco.


Container Security March 2018

To make the share of conversation calculation, we included these top social platforms to follow for container security:

Facebook Google Platform page

Sean Kerner, Writer at Internet News

Eric Vanderburg twitter

Jessie Frazelle Twitter

Highest-Impact Blogs

Container Security March 2018

While Twistlock did not make a big impact in the container security conversation SoV for the month of March 2018, it is important to note that what impact was made was due to the reach of blogs written by Fixate.io practitioners and syndicated on thenewstack.io. We have often stated that high-impact news (releases, funding rounds, outages, etc.) will dominate a month, but it cannot be overstated how important it is to maintain a steady stream of content when you have a period of no high-impact news. Relevance and stability are good things in the technical market, and demonstrate a commitment to furthering your network’s technical knowledge.

The blogs mentioned above can be read here:





Practitioner Profile

Given the conversation, topics, and the recent data from SoC, we have enough information to indicate the characteristics of the right practitioner to write content about container security.

Security has yet to become a standard element in application development practices. As a result, there is still a bifurcation in the discussion about where the responsibility of application security lies. This means that the ideal practitioners to create content in the area of container security can be full-stack developers, site reliability engineers, DevOps engineers, and, perhaps, existing IT security professionals. For developers, the ideal practitioner is a developer in an organization where developers are asked to support what they build. They are then accountable for their code’s integrity as well, and they can cover how to shift-left security considerations.

The SRE and the DevOps engineer are in a similar position where they are thinking about security as it relates to production and release processes. They can get into extended discussions about embedding security checks into continuous integration (CI), continuous delivery (CD) processes. The SRE can also talk at length about how security issues should be detected and addressed in production.

In some organizations, the IT security team is still heavily involved in security considerations in the application development process. These organizations tend not to be DevOps-oriented. But for the few that are, the IT security professional can talk about stewardship and setting up systems and guard rails for developers to work within and maintain security compliance standards at an enterprise level.