All government marketers understand the importance of including content in their marketing strategy, but winning government contractors make sure that their content contains the key features their audience is looking for.
According to Content Marketing Review: Federal and Beyond, this includes data and research to support their position, product specifications and examples of past performance. The trouble is – these specific pieces can often be the densest and most un-user-friendly bits of information you have!
Using Subject Matter Experts
How can you highlight these features in a way that is easily comprehensible and relatable to your target audience (and, frankly, a little more interesting)? Use your subject matter experts (SMEs). Your SMEs can not only focus your materials on a particular process, technology, niche within a technology, or a particular agency, they can help influence RFPs (request for proposals) or those shaping them.
Government marketing expert, Mark Amtower, agrees. In a video for his YouTube channel, Amtower Raw, Mark discusses the importance and value of using SMEs to win government business.
Watch the full video here:
“These companies are more likely to win business because in the RFPs, and while the contracting officers are looking to build the RFPs, they’re looking for people out there who understand, write, and talk about this stuff. The more visible your SME is, the more they’re sharing – particularly through your website, through LinkedIn and other social platforms, through speaking or doing articles for trade publications – the more visible they are that way, the more they’re helping the contracting officer shape their RFP directly and indirectly.” He continues on by saying, “so you don’t have to be put it right in front of them, but you have to put it where they can find it. Building the platform that way and shaping it gives you consciously or unconsciously a preferred position. People like dealing with people who are thought leaders or subject matter experts.”
Industry vs. Government Thought Leaders
Thought leaders can reside in industry or government. At least one in five respondents to the Market Connections’ study expect their content to contain insights from thought leaders. Federal decision-makers look more towards industry thought leaders, while those in state and local indicated their preference for insights from either industry or government thought leaders (sometimes both).
The key lesson is this: when creating those valuable pieces of content, include the key features your audience is looking for. Subject matter experts can help provide key information around product specifications, data and research and even provide past performance examples in a friendly way by showcasing their expertise. Share that content across your website, social media, and trusted trade publications (including online, podcasts, video, print, and radio) to help educate your audience, highlight your position, and even shape an RFP.
Download the 2019 Content Marketing Review Study infographics and presentation.
Join us on Thursday, May 20 as we reveal results from the 2021 Content Marketing Review: Reaching the Public Sector which will highlight findings encompassing the full FED and SLED market.