Video legend Rob McAdam from CXO Security gives us his perspective on how to ensure your videos are working and keep them relevant for your clients, staff and the broader community.

Robert/Rob McAdam is the CEO and co-founder of CXO Security which provides advice to specialist cybersecurity services to Australia’s largest companies. He started his security career in the NSW Police Force in 1990, then IBM, then his own dedicated penetration testing company, Pure Hacking which accumulated a whole list of awards including BRW Fast Starters Top 100.

And if you’re thinking penetration testing, cybersecurity? Well, CXO Security helps business stays safe, from security attacks and losses.


What is a typical cyber attack?


Typical cyber attack at the moment is a remote worker or a server and accounts payable person, they get a link in an email, they would accidentally click on that or get tricked by that. Their account would get compromised and because that end-user is connected to the business. All of the security controls that they have under normal circumstances are bypassed. So that type of attack is really common at the moment.

The only thing which I’d say from a security point of view is that resetting of an account is a type of an attack which an attacker would do is they would impersonate that institution or that businesses that you’re doing and saying, you know, reset your password, but what you’re actually doing is going to the attackers’ website.

What are your security services? What are some of the challenges that you that you’re faced with?


We are certifying businesses that need to get to a certain security level so that their customers can trust that they’re looking after their information in an appropriate way. So we have to go through a series of processes to be able to make sure that all the different parts of the business are secure and the processes and the procedures and the tools that they’re using are fit for the purpose, fit for the right risk level that they want to be able to have.

A lot of these things are complex, but a number of them are actually very simple. So what an attacker does is, relies upon the end-users ignorance. Falling for a trick is taken out of the equation if you’re able to educate someone to say, “Okay, well, you know, this is how we’re going to do it.”  So getting that message across is pretty important.

How can videos bridge the gap for you in terms of getting a simplified message?


I think one of the most critical things is that the way in which my brain works is that it will go very deep into a particular topic. One of the most critical things that is going through this process with yourself was to simplify that to a perspective of a couple of key points and then just drive home those key points. So when I produce that as well, okay, if my brain doesn’t think in that manner, fine. But to be able to put that into context, and then that to be the first impression for a generic audience then that to me is an important thing that needs to be done. Having  a video is a powerful tool to communicate that to your audience.

Have a look at the Company Profile video of CXO Security.

How was the on-camera training?


It’s not all about just reading the words that have been written. It’s all about identifying points of empathy, the people that are looking at this video. For the first time, a potentially scared, and I know, I remember we talked about that when we’re writing the content to just blatantly say without any consciousness, oh, you’ve probably had a hack, you know, is perhaps not the right turn to be giving it’s potentially a little bit more empathetic and a bit more concerning about the way that you deliver that message and therefore getting a greater impact as a result.

Which are the top three videos should we have?


I think the top three again it would come back to the type of business you are and where you’re going. I think as a very generic kind of overview, you need to be covering the three main stages of that buyer’s journey. So, awareness, education, and conversion. So awareness so a company profile would be perfect. Educate, so that’s more of the nurturing style videos and then back it all up with social proof. So case studies and testimonials.




There is a growing trend of ‘Video Marketing’ but where start? Shoot, produce, campaign strategy and what about implementation? The learning gap is vast and most people obsess over ‘how’ they should be producing video content instead of ‘why’ they should be producing videos. ‘Video Legend’ explores the emotional connection of video that ultimately leads to positive outcomes for small to medium-sized businesses. Outcomes that result in their audience thinking differently about their brand, product or service, and actual connecting and taking action. This podcast aims to explore the life of content after video production and what it has done for growing businesses.

Hosted by Chris Schwager and Brendan Southall from Ridge Films.

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