differentiation

“Our company provides innovative, cutting-edge services meant to disrupt the existing paradigm through best-in class products, agile, game-changing industry leaders and a one-stop, value added portal.”

If “Buzzword Bingo” were a game, this sentence would have hit all the squares on the bingo card!

Annoying Buzzwords

From the 2019 Content Marketing Review: Federal & Beyond

Writing a description of how your product, service or even your company, is different than your competitors can be difficult for B2G marketers. Commonly used words like innovative, cutting edge and next generation, have lost their impact and can ring hollow to customers. While marketers often get requests to use these words in their materials, can including these words in marketing content hurt a brand, rather than help it? According to the Market Connections’ 2019 Content Marketing Review: Federal & Beyond study, certain words and phrases may annoy readers more than they explain what you do. In addition, as we have shown in our recent webinar, Differentiation in a Federal Market: How Do You Stand Out?, leaning heavily into these phrases does not necessarily aid in the overall differentiation of your company in a crowded, evolving marketplace. Our in-house database of digital marketing collateral from 100 top technology contractors contains millions of words and highlights the similarities between what is being promised from vendor to vendor.

Content aimed towards government IT customers, whether a white paper, marketing collateral, or a white board-style video, should be built upon three pillars: data and research; product specifications; and past performance. While it may be difficult to avoid all buzzwords, your content should focus on including these three pillars to ensure you keep your customer engaged. Federal, state and local technology decision makers want direct and informative content without the jargon to avoid the overt feeling they are being sold a bill of goods.

Finally, make sure your content includes clear statements focused on the value of your product or service to the organization, in non-technical terms customers can circulate. Three-quarters of federal respondents and over half of state and local respondents admitted to sharing content electronically with colleagues, teams and supervisors, many of whom may not have the same technical expertise as your initial target and may be even less tolerant of buzzwords.

Throughout our review of feedback from federal, state and local IT decision makers, we consistently came back to the theme that content should educate. Education is about presenting the right information at the right time using language that can be understood by the audience. By ensuring that you are meeting the expectations and needs of your audience and avoiding buzzwords and phrases, you are one step closer to creating content that meets your prospect’s needs, and, in turn, advances your company throughout the sales process.

To get the full list of top “annoying buzzwords” for both federal and state and local audiences, contact us at maric@marketconnectionsinc.com.

Learn more about content preferences of federal, state and local IT decision makers by downloading the full report and infographics of the 2019 Content Marketing Review: Federal & Beyond.

Watch the recording and download slides for our webinar: Differentiation in a Federal Market: How Do You Stand Out?

At last week’s Market Chat Live! event by Government Marketing University, Connie Sayers, President of Government Executive Media Group provided some keen insights and best practices around account-based marketing in the public-sector market. One recommendation around ABM: in order to differentiate yourself from other contractors, create key messaging geared to specific agencies you are targeting. In a crowded federal IT market, Sayers shared that as many as 52 government contractors distinguish themselves as specialists in digital transformation!

differentiateIn this example, with so many contractors all focused on one topic area, how does one contractor set themselves apart from the rest? As a digital transformation service provider, how do you make yourself more attractive to federal IT decision-makers than the other fifty-plus contractors?

We couldn’t have scheduled our upcoming webinar on marketing and messaging differentiation in the federal IT marketplace any better!

According to our recent Federal Government Contractor Study in partnership with Merritt Group and Professional Services Council, contractors with lower win rates admitted to their struggle to differentiate themselves on a factor beyond price. What does this mean? To win, it’s key to differentiate on other factors. Contractors should focus on messaging where they alone can put a stake in the ground. However, we’re finding more and more that not only are contractors finding this difficult, but it’s also not being readily done as one would think.

In fact, we are being asked by our clients more than ever to help, leading us to scan and assess the market. How well are the leading contractors differentiating themselves?

Join us October 17 for a complimentary webinar where together with Boscobel Communications CEO, Joyce Boscobel, we’ll share findings from recent analyses of top government contractors. Together we’ll reveal how they are (or are not) differentiating themselves with respect to messaging, imagery, taglines and branding and share some best practices for setting your organization apart and positioning yourself as a market leader.

Register today.

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