Recently the Government Marketing University reached out to me for a Q&A on business to government content marketing to appear in their newsletter. GMarkU is an emerging institution that applies a collaborative, community-based approach toward knowledge sharing and skills development in the field of public sector marketing. I’ve been involved since the early stages of GMarkU, and early this year became an adjunct professor at the organization.
Eventually GMU will offer training, research, certifications, mentoring, awards and community resources all in one place. This will enable students to learn, collaborate and accelerate their public sector marketing success. And in this way hopefully enable government to better deliver services to the public.
The Q&A on B2G content marketing appears below. If you’d like to know more about GMarkU, check out this promotional video – extra credit if you can pick me out in one of the networking scenes! And consider registering for or sponsoring the upcoming GAIN 2017 conference on October 13th in Tysons Corner, VA.
GMarkU: What are some new developments/players in the field?
Parente: The adoption of content marketing happened a bit more slowly in B2G than B2B, but has really come on in the past couple of years. There are so many more options now for government marketers looking for branded content! Established vendors in PR, event planning and social media all want to be full-service partners to clients, and they are leading with branded content services. Examples include MeriTalk, FedScoop and GovLoop.
Meanwhile, incumbent government IT publishers have no intention of missing out on the content marketing opportunity. They have responded by creating in-house branded content shops to address the needs of their advertising clients. Examples on that front include Government Executive’s Custom Strategies group and 1105’s 05 Group.
GMarkU: PESO model. What exactly is that?
Parente: Well, this is B2G so we have to have an acronym, right? But seriously, PESO is shorthand for classifying different types of marketing content. P is Paid (advertising), E is Earned (stories placed via traditional PR), S is Shared (ex. content promoted via social media), and O is Owned (branded content). More government marketers are understanding how important it is to view these different types of content holistically, rather than one-off efforts. Doing so ensures that the tactics are complementary and the messaging is consistent.
Some content blur these distinctions. For example, many of my clients engage StoryTech Consulting to place executive bylines in the federal technology trades. This can be a very effective tactic, because it combines the control of Owned content with the third-party validation that comes with Earned content.
The challenge, here and in most content marketing efforts, is to keep the editorial high enough so the trades welcome the content offered. Producing high quality content is not easy, especially in some government IT niches. It truly has to be journalism quality and provide valuable information to the reader — no blatant self-promotion allowed.
GMarkU: What’s the role of analytics in the CM approach?
Parente: Obviously analytics are critical because at the end of the day, no one goes into content marketing to become a publisher. They do it because it’s a proven way to support their business objectives. Effective analytics allows a company to connect content development into their sales funnel, tailoring content to those stages and creating a logical buyer’s journey. Most of StoryTech’s clients employ relatively long term nurture campaigns, establishing lead scoring to determine the best content to present to prospects.
More clients are also investing in analytics beyond Google Analytics. Google Analytics is a strong tool, but it’s a free tool and cannot tell you a great deal about a specific visitor. Making a small investment in a tool that can connect IP addresses to specific companies can yield much clearer information about who you are driving to your site, where they are coming from and so forth. When we know more about visitors, we’re in a much stronger position to develop content to support account based marketing, tailoring specific stories to specific prospects.
GMarkU: What developments might gov’t marketers see in the next 12-18 months in the area?
Parente: I expect the competition in the market to continue to heat up, which should benefit the government marketer. Communications vendors and established publishers bring different skills to the table.
A communications firm turned news platform has a lot of experience working with clients on their messaging, and putting the client’s interest above all. But are they good at journalism? The established publishers obviously have a great deal of experience in journalism — can they effectively serve the client while keeping editorial standards high? The winners in the marketplace will be the providers that can find the perfect midpoint.
Finally, I’d advise government marketers weighing potential vendors to watch out for the classic professional services “bait and switch.” This seems to be happening more as the market has heated up. Throughout the sales process the prospect meets senior level staff with a great deal of experience. Too often, these are not the people who will be working on the account when the government marketer signs on the dotted line. Ask specific questions about who exactly will be executing on your behalf before you decide on your B2G content marketing vendor.
Last month I was interviewed for a podcast on B2B and B2G content marketing. The podcast is part of an ongoing series moderated by Eric Koch, founder of The Creative Marketing Zone. Eric is a dogged and innovative marketer, and our firms have collaborated in the past on behalf of clients. It was a pleasure to contribute to his podcast series focused on effective marketing techniques.
Thankfully the adoption of quality content marketing in the B2B and B2G spaces has accelerated greatly in the past few years. Firms understand that producing consistent, high-quality content is essential for engaging prospective decision makers and differentiating from the competition. I spend far less time educating and more time executing than when I launched StoryTech Consulting.
Key Takeaways from the interview:
- How content marketing in the B2B and B2G space differs from the B2C realm
- New developments in the field of content marketing
- The importance of analytics and why it needs to be coupled with quality content
- And what marketers can expect in the near future with content marketing in the B2B and B2G sectors.
You can listen to the interview here. The podcast is also available via your favorite podcast app on iTunes, Google Play Store and Stitcher Radio.
Or you can stay here for a few minutes and use the embedded player below. If you agree, or disagree, with any of the points made let me know!
A few weeks ago Mary Meeker came out with her latest Internet Trends report. I’ve been writing about these for the past few years — here’s a link if you’d like background on her or the report.
Some nuggets plucked out by Recode that I agree are interesting:
- Global smartphone growth is slowing: Smartphone shipments grew 3 percent year over year last year, versus 10 percent the year before. This is in addition to continued slowing internet growth, which Meeker discussed last year.
- Voice is beginning to replace typing in online queries. Twenty percent of mobile queries were made via voice in 2016, while accuracy is now about 95 percent.
- In 10 years, Netflix went from 0 to more than 30 percent of home entertainment revenue in the U.S. This is happening while TV viewership continues to decline.
- China remains a fascinating market, with huge growth in mobile services and payments and services like on-demand bike sharing. (More here: The highlights of Meeker’s China slides.)
- While internet growth is slowing globally, that’s not the case in India, the fastest growing large economy. The number of internet users in India grew more than 28 percent in 2016. That’s only 27 percent online penetration, which means there’s lots of room for internet usership to grow. Mobile internet usage is growing as the cost of bandwidth declines. (More here: The highlights of Meeker’s India slides.)
- In the U.S. in 2016, 60 percent of the most highly valued tech companies were founded by first- or second-generation Americans and are responsible for 1.5 million employees. Those companies include tech titans Apple, Alphabet, Amazon and Facebook.
- Healthcare: Wearables are gaining adoption with about 25 percent of Americans owning one, up 12 percent from 2016. Leading tech brands are well-positioned in the digital health market, with 60 percent of consumers willing to share their health data with the likes of Google in 2016.
This report remains one of the best examples of thought-leadership content. Meeker has maintained her personal brand over the years via this report, and I’m sure it contributes to brand awareness and business development for leads for KPCB. If it didn’t, they wouldn’t support it year after year.
Here’s the report itself — watch out, now at 355 pages!
When you do content marketing for technology companies, it’s important to stay abreast of the latest IT developments and trends. This is especially true in a field like cybersecurity. Fortunately, as part of client projects I’m often able to attend conferences and trade shows that both keep me up to speed and provide the fodder for high-quality thought leadership content.
Last week I attended a government forum on cybersecurity sponsored by FireEye. It was an eye-opening experience regarding how persistent the attacks are against the United States, and what can be done to improve national cybersecurity.
FireEye CEO Kevin Mandia laid out the challenge clearly in the opening keynote. Mandia is a former Air Force intelligence officer, and talked about how when he first started saying cyber breaches are inevitable it was an extremely unpopular message in government circles. As he put it the bad guys only need to be right once, while good guys need to be right all the time, and are always on the defensive.
National cybersecurity is hampered by the lack of any no rules of engagement. The United States is also more vulnerable than some other countries to cyber-attacks due to our reliance the Internet connectivity and our open society. There has been a significant rise in the release of stolen information to embarrass and discredit prominent citizens and the government. This isn’t much of a threat to countries without a free press to disseminate the information.
Mandia laid out five areas of focus for what the government could do to better protect critical infrastructure and the country at large from attacks:
- Defend our networks – there needs to be better information and vulnerability sharing.
- Develop a true deterrence – our adversaries know there is no cost involved in attacking the United States. Mandia explained there are only two kinds of deterrence – “money or might.” Either attackers are made to pay financially, or the United States needs an offensive capacity for proportional responses.
- Attribution – the Internet is not anonymous. Get attribution right, and make it public whenever possible to raise awareness.
- Work for international norms – this will not be easy, but over time it will be possible to segregate the bad actors, nations that want to exploit the Internet and modern connectivity for destructive ends.
- Design a “Shields Up” capability – even in American intelligence knew of an imminent cyber-attack, there is nothing we could do today to protect the targeted asset. This capability must be developed, then applied first to critical infrastructure and then to more and more potential targets in our country.
There are some signs things could be changing. Justice Department indictments of Russian intelligence officers for the massive 2014 Yahoo breach are good examples of the kind of attribution needed to identify and isolate bad actors. Government CISOs at the forum talked about moving beyond compliance to more proactive risk management online, and a growing understanding that security isn’t something you buy, it’s something you do.
America invented the Internet. It has powered an explosion in innovation, productivity and personal connectivity around the globe. But it was not designed with security as a priority. Today certain countries are operationalizing efforts that exploit that insecurity, and have turned cyberspace into a hostile environment.
It’s time we started defending ourselves better.
When StoryTech Consulting launches a web property for a client, we’re usually told something along the lines of “we’d like to know everything visitors do when they hit our site.” That’s a very logical request. With our content marketing focus, usually the most important visitor information the client is looking for is company name, physical location, the specific stories read and the referrer to the site.
Unfortunately, the next line we often hear is “there is no budget for web analytics, do the best you can with Google.” Google Analytics is an effective and powerful tool, especially considering it’s free. But it was designed to illustrate traffic trends, not identify visitors who have yet to take an action (such as a registration) on a client site. There are steps you can take — writing customized scripts, combining Google Analytics with other free or low cost traffic tools — but the visibility into users is never simple or complete.
Now we have a better tool. Recently a StoryTech client allocated some budget to improving our web analytics and better identifying our visitors. We’ve begun using a service called LeadForensics, and the initial results are very promising.
In a nutshell, LeadForensics works by matching up visitor IP addresses with databases of company IP addresses it has compiled. (More detail here from the company on IP tracking and correlation). Google Analytics tracks the IP addresses of visitors as well, but does not match up those IP addresses with specific companies. LeadForensics identifies the company, the geographic location, how they got to the site, all pages visited and more.
We log into a clean, customizable dashboard and now see visitor listings like this:
For an additional fee, LeadForensics can also provide a list of decision-makers inside the company, with contact information. (My client is not utilizing this feature.) Such IP tracking does not close the mobile gap in web analytics — for example, if someone from Company Y is working from home and surfing over their personal Internet connection, IP tracking won’t know them. But it’s such a pleasure to be using a tool designed specifically to identify previously anonymous web traffic, a challenge virtually all our clients face.
This kind of improved visibility delivers many benefits for the client. Obviously, seeing what content is most popular with our target prospects drives our editorial calendar. It allows the client to fine-tune our lead scoring methodology, and make smarter decisions on how to guide prospects through the sales funnel. And by knowing exactly who these visitors are, we’re in a much stronger position to execute real account based marketing, tailoring specific stories to specific prospects.
Every new LeadForensics customer gets assigned a “customer success manager,” and we haven’t met with ours yet. There may be additional benefits to learn — if we identify some I’ll update this post.
One more benefit – you can test drive the service via a seven day trial with no obligation. If your current web analytics tool struggles to identify anonymous traffic, I recommend you consider LeadForensics.
Merry New Year! It’s been a great year at Work, Wine and Wheels, though the time demands of my consulting firm again cut down on the number of stories published. Before the clock runs out on 2016, here’s a final post touching on all three site topics.
On the Work front, I’m thankful that StoryTech Consulting continues to grow and add clients. One of the positive developments this year has been a collaboration with Government Executive Media Group, the research and custom content division of Atlantic Media. Many years ago I worked at the National Journal, another GEMG property. So there is a bit of a “returning to the fold” element to the developing subcontractor relationship.
One of the projects StoryTech worked on this year was event extension work relating to Brocade’s 2016 Federal Forum conference. We developed almost all the content for a series of post-event ecourses and the web site ModernizeYourNetwork.
Call it content marketing, brand journalism or thought leadership. By whatever name, there is continued momentum towards B2B marketing that educates prospects on how to solve their business pain points, as opposed to a message focused on the company itself or its products. This indirect approach requires a steady supply of editorially excellent content to be successful, eventually turning prospects into leads and guiding them through the organization’s sales funnel. At StoryTech we’re spending less time evangelizing this approach and more time executing it, which is exciting and promising for the future.
The holidays are naturally a time to enjoy some new items on the Wine front. Gabriele and I received some nice wine gifts this season from family and friends. Some of our favorites were:
Baccio Chianti Reserva 2009 – a nice wine with fruit up front and easy tannins, tasty enough to drink on its own but still a food wine as well.
Cakebread Cellars Pinot Noir Annahala Ranch 2014 – beautiful Pinot, definitely Californian in style but not over the top heavy at all, balanced well with some earth and minerality.
A friend opened a bottle of Barbi Brunello di Montalcino 2004 when we visited last week. The time in the bottle lessened the often chewy tannins, and the wine brought together raspberry fruit, tobacco and spice beautifully.
Gabriele is a big bubbly fan, and she recently discovered a new favorite at the local wine shop Unwined. The Wolfberger Cremant d’Alsace Brut Rose (non-vintage) is a delicious sparkler, not overly sweet and with a smooth structure.
Two old favorites that deserve a renewed recommendation are the Thorn-Clark Terra Barossa Winemaker’s Selection Shiraz and the Conn Creek Anthology. The former is a juicy crowd pleaser next time you want to bring some wine to a party, with a one liter bottle costing $17 at Total Wine. The Anthology is beautiful Californian Cabernet with a small amount of other varietals mixed in, and apparently more and more people know about it. The price that has crept up in the past few years.
For Wheels, the biggest item was our accident two months ago and Gabriele needing a new car. We’ll always remember how our Grand Cherokee protected us in the rollover. However, Gabriele would have liked better acceleration, and it did not have a front camera. After some quick searching while the other driver’s insurance paid for a rental car, she decided on a 2017 Ford Edge Sport.
The Sport on the end of the name is important, because the Edge is sold with three different motors. The Sport comes with a pretty impressive six-cylinder turbo engine, good for 315 HP and 350 lb-ft torque. This beefed up crossover is fast, and relatively roomy. And it has a full roster of gadgets, including the front camera. We should be set for another three years, barring any other surprises. The runner-up was the Mazda CX-9, another good vehicle to consider if you’re in the market.
The past few months I’ve enjoyed DIY events as a member of the National Capital Chapter of the BMW Car Club of America. By M car standards, my two soon to be classic cars have been pretty problem free. The big job in the spring will be front rotors and pads on my M3, which will be an exciting new DIY threshold for me. Being surrounded by fellow owners who’ve done the job on their cars will be invaluable.
My stories on the BMW SULEV warranty issue continue to draw traffic and have even made me something of a thought leader on the topic, albeit in a very niche way. Recently two more readers gave me credit for helping them get BMW to honor the warranty and save thousands of dollars, which is extremely satisfying for me. One of them, Mark Lawson of Long Island N.Y., gave a public shout out on his Facebook page:
I picked up the car today and they replaced the fuel tank and everything that goes in it. All under warranty. I asked what the job would have cost me and she said the parts were $9,600 with 6 hours labor (@ $146/hr). With tax, this would have been an $11,380 job!! (Although I have seen the tank online for $6,000, it is still nuts).
So, if you have one of these cars and it was purchased in NY, CA, MA or VT (the M56 engine can be easily identified by the location of the oil cap, which is over on the passenger side of the engine) be aware that this is a warranty job.
Thanks to Mike Miller of Roundel/Bimmer tech fame and Chris Parente, who has a website dedicated to this: http://chrisparente.com/2012/07/17/helping-bmw-owners-with-super-low-emission-vehicles-sulevs/ , for making the BMW community aware of this issue.
If I ever needed it, there’s a reason to continue this site no matter how busy I get running my firm! Many Work, Wine and Wheels subscribers have been with me for years. If you’re one of them, thank you for coming along for the ride. And for sticking around despite the decrease in story frequency.
Enjoy your celebration, and see you next year!
If you market to the government market, you know what a complicated process it can be. It’s often a challenge to know exactly which government decision makers within the agency to communicate with, and to know exactly what those decision makers are looking for from a contractor partner.
I recently attended a government marketing event that focused precisely on this challenge. It was the recent GAIN 2016 conference, put on by the Government Marketing University. There was a fascinating panel with four senior level federal executives sharing their perspectives on what kind of information they value, and how that information should be delivered by vendors.
The panel consisted of:
Kimberly Hancher, former CIO at EEOC and GMarkU Ambassador
Karen Britton, former Special Assistant to the President, CIO at the Executive Office of the President
Kathleen Turco, former SES CFO and GMarkU Ambassador
Martha Dorris, former Deputy Administrator, Office of Citizen Services and Innovative Technologies, GSA
The first thing the panel stressed was that a solicitation should be viewed as a journey, not an objective. Vendors should be thinking two years in advance for large contracts. The panel shared the graphic below to explain how pre-solicitation activities are processed internally:
Supporting the point about planning two years out, Kathleen talked about how the 2018 budget has already been delivered. She advised the contractors in the audience to track federal funding, not just track contracts. The money is there for IT projects, especially when there is internal coordination:
“The challenge for the agency CFO is understanding where the CIO is trying to go. There is great support for funding IT, when there is a strategic plan that clearly ties to mission delivery. And there are funding options – annual, two year, working capital fund or a franchise fund. But the internal communication between CFO and CIO is critical.”
Martha encouraged vendors to challenge themselves on the differentiation front. How are you truly different, and do your customers become ambassadors for you? She also looked for IT partners who could show some empathy for the challenges government professionals often face.
And when a company secured a meeting, they needed to come in prepared:
“When a company came in to talk to me, I wanted them to show they understood my environment and my specific problem. Don’t waste my time. And the other thing I wanted to see was, how were they solving this problem for other government clients? How did they improve service, save the agency money, etc.? I value quantifiable examples.”
Karen counseled to be reasonable with your meeting goals. It’s often best to begin at the PM level, and demonstrate how you can deliver some of the attractive savings moving from legacy infrastructure to the cloud. Know your abilities, because she always wanted options:
“At the WH I had to move fast, and I was able to do so because my CFO understood our IT path forward. We were also not afraid to reach out to vendors, to bring them in for technical presentations. By doing so they knew we had a clear vision, and they also knew we were encouraging real competition for our contracts.”
Kimberly suggested the earlier the interaction between business and government, the better for IT solutions. She cautioned contractors that a prospect is far from monolithic. There are multiple decision-makers within an agency, and each one has different pain points and priorities that must be addressed.
This slide gives an idea of these players, on both the business and technology sides within an agency:
Kimberly also had some very strong advice for incumbents facing recompetes:
“Don’t take incumbency for granted – your client doesn’t love you as much as you think they do. Don’t hit your client with too much FUD – fear, uncertainty and doubt. You are not the only game in town. Don’t let costs and salaries creep up to the point where it creates openings for competitors – keep costs down for your government clients. And finally, don’t simply rehash old case study and customer success stories from the past. Make sure you’re also talking about the future, how you are going to innovate and improve.”
The federal IT market is huge, but it is very competitive and no longer growing every year. Knowing how to best to target your time and resources as a contractor is vital. It was time well spent for me to attend this GMU event and hear from government decision makers themselves on how best to pursue federal IT contracts.