When creating marketing content for a government buyer of products, services or emerging technologies, federal and state and local decision makers want to be educated and not sold to, according to the 2019 Content Marketing Review: Federal & Beyond. Content should help them make informed decisions and have minimal sales messages. Additionally, for state and local decision makers, consider including insight from government thought leaders to help support your message.
Regardless of what you are selling, whether they’re simple products (including laptops, desktops, servers), standard IT services (cloud, cybersecurity) or complex emerging technologies (AI, automation, blockchain), respondents prefer research reports and white papers. Demonstrations are key to those buying products, while those making decisions about services want to hear the success stories through case studies. Finally, don’t underestimate the importance of your marketing collateral, especially among state and local government decision makers. It is certainly a valued piece of content among this audience.
Education is best done through providing the detailed information and specifications needed by decision makers ranging from the highly technical process specialists to the more outcomes-based managers. Federal, state and local decision makers all wanted the content they consume to contain research and data to support the performance claims, examples of past performance by vendors, and the detailed specifications necessary to make the products or services work within their agencies.
A unique difference between state and local audiences versus federal audiences is their desire to see insights from thought leaders. State and local respondents cited wanting to see insight from government thought leaders, likely given the fact that they do not have the same type of infrastructure in place for information sharing that exists on the national level. In addition, many state and local technology buyers are part of very small staffs and departments and relish outside input. Federal decision makers, are more likely to want insights from industry thought leaders, perhaps looking for ideas and perspectives that are not deeply rooted in just a public sector world.
It is important to note and reinforce that at least one in five respondents mention they prefer content without sales messages. Federal respondents are more willing to accept sales messages within blogs, while state and local tolerated them more in videos and case studies.
Whether your focus is on the federal or the state and local market, as a marketer looking to reach and engage your target, you must create content that educates above all else. Across the board, make sure your content has the data and research needed to support your assertions, contains information about past performance (including customer testimonials and insight from your customer’s peers) and specific details about your product or service that will help inform their decision or help them justify it to their stakeholders.
See full results from the 2019 Content Marketing Review: Federal & Beyond here.
Additional blogs on best public sector marketing practices based on this year’s results:
- Content Marketing: Be a Partner to Your State & Local Customers
- Don’t Let Buzzwords Kill Content Directed at Your Federal Audiences
“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!
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 firstname.lastname@example.org.
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?
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.