Is Content King in B2G Marketing? (Part 2)

Photo of Allan RubinAs I discussed in my last blog post, new research from Starfleet Media summarizes the importance of content, social media, and sales/marketing collaboration in the business-to-business (B2B) marketing world. What conclusions can business-to-government (B2G) marketers draw from these stats? Do government audiences consume content in the same ways as B2B buyers? What types of content work well in the B2G world, and how can we measure their effectiveness?

I’ll dive much deeper on these topics on November 20 at the Government IT Sales Summit. Until then, consider the following facts.

Market Research firm Market Connections surveyed 3,700 government employees and found that federal employees are more likely to seek out information online, with government decision-makers accessing information in increasingly complex and fragmented ways. In reviewing a summary of their 2014 Federal Media and Marketing Study, these data points jumped out at me:

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Is Content King in B2G Marketing? (Part 1)

photo_Allan-Rubin_65x85

Content may be king in the world of business-to-business (B2B) marketing, but getting it produced, distributed, and consumed can be a royal pain for marketers. As I prepare to lead a panel discussion on business-to-government (B2G) content marketing and social media at the upcoming Government IT Sales Summit, I’ve started digging into how marketers are using these tools to reach their customers and influence sales. So I wanted to gather some data on content marketing to see if it’s really worth the effort.

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