Federal Audiences Rely On Research and White Papers
According to GovExec’s Leading Brands and Market Connections’ Content Marketing Review
Our friends at GovExec recently released their report, Leading Brands in Government 2021, highlighting those companies who are navigating the federal market space. The study tracks brand sentiment and associations in the public sector including federal, defense, state and local.
First and foremost, we would like to congratulate all the companies who were recognized as leading brands in the government including our current and past clients:
- Amazon Web Services
- Dell EMC
- Lockheed Martin
- Management Concepts
Just as we do at Market Connections, the Leading Brands study also notes some of the latest trends in the government market and the shifting market dynamics that could affect the contracting community. Their findings reminded us of the results from our most recent study.
Research and White Papers Are Key to Public Sector
The GovExec team shared that six out of ten (60%) government respondents relied on research, such as white papers, to help stay abreast of what contractors are doing. This data point reinforces what we found in our own 2021 Content Marketing Review (CMR):
- Throughout the buying process, research reports and white papers were extremely valuable. Their value was even higher at the very beginning of the process when public sector IT professionals were determining needs and potential solutions—a critical time to get your offerings in front of buyers.
- Regardless of the delivery format (white paper, research report, webinar, etc.), on average – data and research (e.g., facts and figures supporting the claims) – made the piece of content in their hands more valuable (and more relevant).
Both studies suggest that to influence government decision-makers – from the federal to the local level – successful government contractors should provide fact-rich and research-laden content such as white papers to educate their government customers and prospects.
Learn more about how you should prioritize your content marketing efforts for the public sector. Purchase the overview report and watch the on-demand presentation