Blog - (Archived)

Top Innovator: Start Up Rubrik is Taking the Data Backup Industry by Storm

May 16, 2017

Rubrik is a start up; an extremely successful start up. The company makes data backup and recovery software, and is competing with industry giants like EMC and Veritas. According to the article “$100M Startup Winning In $50B Industry At Expense Of EMC And Veritas?” in Forbes, the Palo Alto-based company is growing so fast that in the six quarters since it began selling its product, its private market value has soared to $1.3 billion. The company is doing this by wining customers from enormous incumbents in a $50 billion market. Read the full Forbes article for the author’s take on why huge ... Read more

What Content Should You Create?

May 11, 2017

What type of content should you focus your attention on creating? The 2017 Federal Content Marketing Review asked federal decision makers what content they found most valuable at different stages of the buying process. Regardless of where in the process stage, research reports, case studies, white papers, and product demos are in the top 5. Are you creating these content types? We’d love to hear how they’re working for you. We’re also curious if you repurpose your content to match the buying stage. Read more

Best Practices: Take a Play Out of the Government’s Digital Playbook

May 9, 2017

We love using data to inform content strategy. The 2017 Federal Content Marketing Review data provided interesting insights into where federal decision makers go for content and what they want to see. We recently spoke with a decision maker inside the government (who requested we not identify him) about his thoughts and perspectives. While this is only one perspective, it does shed some insight into what federal decision makers are looking for in the content. “If I have a problem, the first thing I will do is an internet search to find information,” he said. This aligns with the study, which showed ... Read more

Is Your Content Being Seen?

May 4, 2017

Last week, Market Connections and Merritt Group released the results of the 2017 Federal Content Marketing Study. Along with the results presentation, a panel of content marketing experts shared their thoughts about what the study showed. The FCMR panelists were: Dan Horowitz from LinkedIn, Dante Ricci from SAP, Pamela Merritt from Accenture and Jessica Outer from IBM. Here are a few key takeaways from the panel. To sum up: study your data. Key Takeaways from the panel: The panelists agreed that what people say they do is not always aligned with what do. There are many reasons, but two possible scenarios are: It may ... Read more

How do you Manage Multi-Generational Teams?

May 2, 2017

The federal government is not the only workplace experiencing the challenges of managing multi-generational teams. In fact, our clients are asking us if we have any insights more frequently. These questions led us to a friend who specializes in consulting with companies on exactly that, Anne Loehr of Anne Loehr & Associates. Anne writes on the topic in her column “Dear Generational Guru,” and we found one blog in particular that seems to cover what our clients are asking about: Dear Generational Guru: The Frustrated Team Manager. The article discusses some of the qualities each generation brings to the table, and ... Read more

The Elements of a Successful Website

April 27, 2017

For those who spend their days refreshing content on the corporate website, those efforts are well worth it. The 2017 Federal Content Market Study shows 82% of federal decision makers say corporate websites are an effective channel for delivering important content related to purchasing decisions. That number is up from 60% in2015 when decision makers made that determination. Perhaps this is because more contractors are making sure their sites contain valuable information. Does your company website deliver what federal decision makers are looking for? What are the important elements of a successful corporate website? We found a great article in Washington ... Read more

How to Create Collateral with Impact: A Discussion with the Merritt Group

April 24, 2017

This Thursday, Market Connections and Merritt Group will release the results of the 2017 Federal Content Marketing Study. We thought we’d give you a sneak peek and discuss a few of the findings with Merritt Group Executive Vice President and Partner, Jayson Schkloven, and Vice President Government, Matt Donovan. MC: The data shows a need to develop different types of content for different stages of the buying process. Where should contractors faced with tight budgets start? Jayson: We often advise our clients to get as far left of the RFP as possible. Contractors need to be able to win the business before ... Read more

Winning Contractor: Salesforce Gov Cloud Granted DoD IL4 Provisional Authorization

April 20, 2017

Citizens accustomed to using digital services in all aspects of life are looking to agencies across all levels of government — federal, state, and local — to provide that same access. By pivoting to meet these demands, agencies are able to open up new government services, while modernizing their IT programs and saving taxpayer dollars. The Defense Information Systems Agency (DISA) and the U.S. Department of Defense (DoD) have granted Salesforce Government Cloud a provisional authorization at Impact Level 4 (IL4). Government Cloud gives departments, agencies, and contractors access to an intuitive user experience, a modern component-based platform and a vibrant ... Read more

Is Rebranding Worth the Investment?

April 18, 2017

As your company or association grows or the market evolves, revisiting your brand vision and core values and the market’s perception may be necessary. Regardless of industry, this introspective look at who you are as an organization is a significant investment in time and resources. When ROI matters, is this investment justifiable? Every organization must answer that question for themselves based on the return they expect. However, the experiences of those who have done it can help. Market Connections talked with Cheryl Sadowski, Senior Director of Communications, Publications and Marketing for the Society of Interventional Radiology (SIR). In 2013, SIR leadership ... Read more

Is Search Engine Marketing Part of Your Content Plan?

April 13, 2017

Are you one of the 60 percent of federal marketers using Search Engine Marketing (SEM) to reach federal decision makers? If not, you fall into the 40 percent who are not using this tool; it’s time to rethink that strategy. In the 2017 Federal Content Marketing PulsePoll™, we asked federal decision makers what they find to be the most effective online channels for delivering content that informs and educates their work-related buying process. The number one response, with 83 percent, said search engines. Yes, good search engine optimization (SEO) will help these decision makers find you. But if paid marketing is part of your ... Read more

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