Recent marketing surveys show that content focused on value without strong sales messages resonate with government audiences more than other forms of content. The Generous Content Series highlights the top 5 forms of content government audiences want to consume. Follow along to learn to create content that generously solves problems and provides immense value. 

Government is changing - fast. 

Digital innovation is transforming almost every aspect of government administration from simple online permitting to faster citizen engagement.

Advancements in technology improve processes and systems, making government more efficient and cost effective. 

But change does not come without challenge.

Improving processes and systems at scale can be complicated and layered. It takes considerable time and resources to replace legacy systems, build new solutions, train and recruit talent and change culture for innovation to work. 

Decision-makers must balance priorities and consider many factors before committing to new solutions. Beyond identifying skilled talent, leaders must consider funding availability, layers of approval, competing priorities and political will before feeling confident in making a big decision that will likely change operations.

Large investments that lead to fundamental change require significant vetting on behalf of government staff and leadership.

Up until a few years ago, government agencies relied on Request for Information (RFI) or Request for Proposals (RFP) to learn about potential solutions from vendors. This process often takes months, sometimes years, to complete. 

Now, thanks to the internet, government buyers can conduct their own comprehensive research before making purchasing decisions. They no longer have to wait for an RFP response to determine whether a solution is correctly configured or would be culturally accepted.

Just like other consumers, government buyers turn to the internet before making a purchase.

More times than not, agencies have often already chosen a preferred vendor or solution before ever issuing an RFP. Buyers have already vetted a vendor’s solution by reading blogs, downloading white papers - and most importantly - reading case studies.

‘Pre-vetting’ vendors is the new normal, which is why it’s so important for service providers to provide content that answers questions, eases doubt, increases trust and responds to objections up front. 

Case studies do all of this - and more. 

Importance of Using Case Studies in B2G Marketing

Pre-vetting is an important part of the buyer journey that shouldn’t be overlooked by service providers. Offering content that answers questions and responds upfront to objections is expected by government buyers. 

Businesses that run robust content strategy programs and continually offer relevant content have a certain advantage over businesses that skimp on content and focus more on technical specifications. 

Focusing solely on tech specs isolates your decision-maker and leaves nothing for them to engage with.

More importantly, audiences who appreciate technical specifications may not be decision-makers. That’s why it’s critical to identify and understand your decision-maker before creating content. 

Government buyers pre-vet potential vendors for a number of reasons.

Chief among them is to alleviate any sense of risk. Government buyers are famously risk-averse - and for good reason. As gatekeepers of taxpayer dollars, funding must be spent judiciously and in keeping with procurement law.  

Among several factors, decision-makers consider the longevity of a technical solution, the ease of integration with legacy systems, the logistics of program administration and the number of support personnel needed in future budgets. Rarely is a technological solution procured in one payment; rather, the cost of solutions can span multiple years. 

Government buyers need real-world assurance that a solution actually works before making a large fiscal decision. 

They must be certain the vendor is reputable, the solution is easy to implement and other organizations have used it with success. 

Thankfully, vendors can easily provide reassurance to their buyers by offering them case studies. 

As a content form, case studies provide considerable value to government customers.

Advantages of using case studies in B2G marketing.

1. Case studies showcase credibility and build trust with your government audience. 

Case studies are a great platform to show your audience exactly how you solve problems. With the exception of a demo, case studies may be the best way to prove to your audience the outcomes they can expect. 

2. Case studies are almost as powerful as word-of-mouth referrals. 

Did you know that city administrators will call up colleagues from other jurisdictions to discuss new strategies and solutions? Hearing about new products and tools from colleagues is one of the best ways government buyers can validate a product. 

Case studies offer this level of reassurance akin to a colleague’s recommendation. Not only that, but social proof provides the back-up decision-makers sometimes need in order to make a big purchase.  

3. Government employees turn to case studies during the buying process more than other forms of content. 

Market Connection’s 2021 Content Marketing Review reports that state and local government employees value case studies during the buying process more than other forms of content. Not only that, case studies are among the most useful pieces of content to help determine solutions, potential vendors and make a final selection.

4. Case studies are great for SEO. 

It’s widely known that most consumers turn to the internet before making a purchase. The same is true for government buyers, which means if businesses have a fair shot at winning government work, they need to be found by search engines. 

Case studies are typically longer forms of content and a perfect format to include long-tailed SEO keywords, questions, or phrases that government buyers are searching for.  

5. Case studies have a longer life span than other forms of content. 

Some consider case studies ‘evergreen’ content, meaning they can usually remain relevant for months to years at a time. As long as the story remains salient and compelling to government buyers, case studies can have a longer shelf life than other forms of content. 

6. Case studies can easily incorporate the content features that are most valued by government buyers.

The same market study reports that the type of content most valued by state and local  government buyers includes data and research, examples of past performance and specification in a real-world context. 

Case studies give your buyer exactly what they’re looking for, while serving as a platform to easily showcase authority. 

Need help creating a compelling case study? You’ve come to the right place!