For public sector marketers, case studies provide you the opportunity to demonstrate your past performance while highlighting your expertise and product or service’s unique features. In an arsenal of marketing materials, should you put an emphasis on creating case studies to highlight your products and services to public sector markets? The resounding answer is yes!
Results from Market Connections’ most recent study, 2019 Content Marketing Review: Federal & Beyond, demonstrated the value and importance of case studies across federal, state and local decision-makers in informing and educating them about products, technical services and emerging technologies.
Ninety-five percent of respondents across both federal and state and local sectors admitted to using case studies to inform and educate them during their work-related buying process and nearly one-third across both public sector groups agreed case studies from contractors and vendors were among the most valuable types of content, placing it in the top three of all content types.
What should your case studies include?
There’s no surprise when it comes to the top three features government decision-makers on both sides seek in case studies. With at least four out of ten, federal, state and local decision-makers listed “data and research to support content” as the top feature sought in case studies. This was followed by “examples of past performance” and “product specifications.” Much lower on the list was “insights from industry thought leaders” and “visual contents (including imagery and infographics),” although the latter ranked slightly higher among state and local decision-makers (21% vs 13% of their federal counterparts).
Learn more about what content works for your government audience
What other marketing content do decision-makers across federal, state and local find valuable in helping them make important decisions about procurement of technical products and services or new and emerging technologies? Where are they going to access this content? How much time are the spending with it and what actions are they taking with it? Where should you focus your content marketing efforts?
Join us to get full study results and hear from an expert panel of public sector marketers at the Content Marketing Review: Federal & Beyond Breakfast Briefing on May 9 in Vienna, Virginia.