KnowBe4 Organic Growth Opportunities

A comprehensive library that maps specific security framework controls to practical implementation steps and evidence artifacts. This play targets compliance-minded buyers looking for actionable ways to satisfy regulatory requirements using security awareness and human risk management.

Example Keywords

• "NIST 800-53 AT-2 implementation"
• "ISO 27001:2022 control A.6.3 awareness guidance"
• "PCI DSS 4.0 12.6 security awareness requirements"
• "NIS2 training requirements for employees"

Rationale

Compliance is a primary driver for security spend. By providing control-level implementation guides, KnowBe4 can capture high-intent traffic from professionals tasked with meeting specific audit requirements.

Topical Authority

KnowBe4's existing authority in security training and its extensive library of compliance-related whitepapers provide a strong foundation for ranking on technical regulatory queries.

Internal Data Sources

Utilize the Support Knowledge Base (974+ articles), internal legal/security documentation, and existing compliance whitepapers from the /hubfs/ directory.

Estimated Number of Pages

3,000 - 8,000 (Covering various frameworks like NIST, ISO, PCI, and regional regulations like GDPR/NIS2)

A scalable directory of landing pages for every relevant third-party tool category, positioned as solution-oriented buying pages rather than just technical support docs. These pages highlight the benefits and outcomes of integrating KnowBe4 with a customer's existing security and HR stack.

Example Keywords

• "SCIM provisioning integration Okta"
• "SAML SSO setup Azure AD security platform"
• "risk scoring export to Splunk SIEM"
• "automate user training assignment Workday"

Rationale

Buyers often search for integrations during the evaluation phase to ensure a new tool fits their ecosystem. These pages capture that high-intent evaluation traffic.

Topical Authority

The domain already hosts significant technical documentation regarding integrations in its support subdomain, which can be repurposed into conversion-focused marketing assets.

Internal Data Sources

Support KB integration guides, Developer Portal API documentation, and the existing integrations catalog.

Estimated Number of Pages

800 - 2,000 (Covering IdP, SIEM, SOAR, HRIS, and Email Gateway vendors)

A programmatic library of industry-specific solution pages that detail unique threat patterns, regulatory realities, and benchmarking metrics for various verticals. This strategy moves beyond generic industry pages to target granular sub-sectors with tailored risk profiles.

Example Keywords

• "employee risk management for regional banks"
• "security culture program for healthcare providers"
• "reduce account takeover in manufacturing"
• "cybersecurity training for legal professionals"

Rationale

Vertical-specific content resonates more deeply with buyers and allows for the use of industry-specific terminology that has lower competition but higher conversion rates.

Topical Authority

KnowBe4's proprietary benchmarking data (e.g., Phishing by Industry reports) provides unique, authoritative data points that competitors cannot easily replicate.

Internal Data Sources

Phishing-by-industry benchmarking reports, Human Risk Report PDFs, and industry-tagged customer case studies.

Estimated Number of Pages

1,200 - 4,000 (Covering major industries and their specific sub-verticals)

A scalable set of public-facing catalog pages for individual training modules and collections, optimized for buyers evaluating content breadth and quality. These pages provide summaries, learning objectives, and format details without exposing the full training content.

Example Keywords

• "employee microlearning phishing modules"
• "cyber training video social engineering"
• "security awareness posters for workplace"
• "HIPAA compliance training modules for staff"

Rationale

Prospective customers often search for specific training topics or formats. A public catalog increases keyword coverage and showcases the depth of the KnowBe4 library.

Topical Authority

As a recognized leader in Security Awareness Training, KnowBe4 is the natural authority for educational content in this domain.

Internal Data Sources

Internal training library metadata (titles, objectives, tags), module transcripts, and creative assets from the training library.

Estimated Number of Pages

5,000 - 20,000 (Covering thousands of modules across multiple languages and roles)

A massive set of defensive pages designed to help employees identify and report impersonation attempts of popular SaaS and consumer brands. These pages act as a public service while demonstrating the need for advanced phishing protection and training.

Example Keywords

• "fake Microsoft 365 account suspended email"
• "DocuSign invoice request scam"
• "fake FedEx delivery notification"
• "Amazon password reset scam email"

Rationale

These queries have massive search volume from concerned employees and IT managers. Providing defensive guidance builds trust and introduces the brand to a wide audience.

Topical Authority

KnowBe4's core mission is to combat social engineering, making it the most credible source for identifying and mitigating impersonation-based threats.

Internal Data Sources

Blog threat coverage, internal lure trend analysis, and research reports on brand impersonation.

Estimated Number of Pages

10,000 - 60,000 (Covering hundreds of brands across various lure types and languages)

Improvements Summary

Map each SAT URL to a distinct intent to prevent keyword overlap, with /security-awareness-training as the generic “program” pillar, /products/ as the enterprise platform page, and /pricing as cost-focused BOFU. Expand on-page sections, FAQs, and schema, and turn free tool pages (phishing test, Phish Alert Button, Ransim) into mini-hubs that route users into the SAT funnel via internal links and targeted CTAs.

Improvements Details

Rewrite titles/H1s and core copy so /security-awareness-training owns “security awareness training program” and “cyber security awareness training for employees,” while /products/security-awareness-training targets “security awareness training platform” and “enterprise security awareness training,” and /pricing targets “security awareness training cost,” “KnowBe4 pricing,” and “KnowBe4 cost.” Add program framework content (30/60/90-day rollout, KPIs like fail rate/reporting rate/risk scoring), enterprise readiness modules (SSO/SCIM, RBAC, audit logs), pricing FAQs, and structured data (FAQPage, Breadcrumb, Product/Offer). Expand tool pages with step-by-step guides and measurement sections, then link tool pages → pillar → product → pricing; publish 6–10 support articles (templates, checklists, benchmarks, cost guide) with contextual internal links.

Improvements Rationale

High-CPC, high-intent SAT queries cluster around “program,” “for employees,” “enterprise,” and “cost,” but mixed intent and similar SAT pages can split rankings and reduce conversions. Clear intent mapping plus deeper program/cost/enterprise sections typically moves page-2 rankings into the top 10 and improves CTR. Strengthened tool pages attract top-of-funnel traffic and pass users and authority into the commercial SAT pages, improving assisted conversions and lead quality.