Government technology influencers and buyers need content that will help them make informed decisions and often seek information from third-party experts such as professional associations and industry vendors to help educate them.
Market Connections’ recent Content Marketing Review Study highlights the value of thought leadership content for government audiences in establishing your company as an expert and leader in the field. According to the study, public sector buyers of products, services and other emerging technologies prefer research reports, white papers and case studies to help them make informed decisions. To help them, this content should include detailed information such as data and research, examples of past performance and product specifications. If done right, one in five respondents indicated they incorporate vendor content into their RFI or RFP, the holy grail for companies competing for government contracts.
The savviest B2G marketing and sales teams commission primary research to help them better understand their target audience. Drilling down into the unique challenges and barriers buyers face, the goals they are trying to achieve, and how they define success helps shape messages, market strategy and RFP responses. The data and research gathered can also be a key component of marketing content, thereby educating their customer and becoming a perceived valued partner all at once.
When incorporated into a multi-faceted marketing campaign, B2G marketers can see a strong return on investment (ROI) from their research-based thought leadership content. From becoming known as the industry experts in one area (SolarWinds) to increasing sales (Iron Mountain), thought leadership has a real, measurable impact.
How can you create content that educates and resonates?
Best Practices for Developing and Leveraging Research-Based Thought Leadership Content:
- Think about your unique services and solutions. Focus on the big picture, don’t limit yourself to a single project, RFP or recompete.
- Assemble an internal, cross-functional team (PR, sales, and subject matter experts) to create a research effort that meets your marketing, PR, lead generation and sales objectives.
- Hone in on their needs and challenges (because those are what your offerings are going to address).
- Think about dissemination. What is the best way to connect the valuable information to your target audience?
- Don’t limit your outreach to one platform. Leverage your content across marketing channels.
Want to learn more? Join our upcoming webinar, “Does Thought Leadership Still Matter to Government Audiences?” on Thursday, July 25 from 2-3 PM EDT. Register here.