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. 

Articles are likely one of the most recognized forms of content on the internet. 

Informative, attention grabbing, trust building - even entertaining, a well written article wields considerable power in the content marketing world.

Just think of the number of times you’ve clicked on an intriguing headline and were pleasantly surprised by the insightful article you landed on… 

…Or the countless articles you rely on to answer strange and burning questions. 

Since the rise of SEO in content writing, businesses prioritize well-written, keyword-rich, long-form content to build authority and attract the right audience. 

These days, value-packed articles can be found in every corner of the internet. Businesses of all sizes publish articles to increase brand awareness, provoke discussion and generate strong leads. 

Articles by certain thought leaders and businesses are now considered by some as credible sources. Gone are the days of relying only on scholars to source information… almost. 

Bottom line - articles are a powerful content marketing tool that should be in every business’ arsenal, but especially for businesses marketing to government audiences.

Here’s why. 

The power of a well-written article in B2G marketing 

Approximately 69% of state and local employees consider articles to be some of the most valuable content they consume. This is especially true when government buyers are in the discovery phase of identifying a solution and potential vendor. 

That’s a lot of potential buyers (or buyer influencers) reading articles to pre-vet vendors or solutions! 

In fact, articles rank second to product demos as the most valuable form of content used by state and local government employees to determine vendors and providers. 

This is pretty interesting considering product demos are a substantially different form of content than articles and usually require more personal, one-on-one interactions. 

So why do articles resonate so well with government buyers? 

Think of it this way. 

Articles meet government buyers where they are, on their terms. Well-written and value-packed articles often give government buyers exactly what they need, when they need it, without the trouble of a sales call. 

Not only can a good article satisfy the need for additional information, government buyers can judge a potential vendor before taking the time to meet with them. 

Time is a precious commodity for government employees, and articles cut right to the chase. 

Another feature government buyers value in the content they consume is original research, data and specifications. Articles are a great platform for a vendor to dig into detail without worrying too much about length. 

Another reason why articles are enjoyed by government audiences is somewhat benign - they simply want to learn something. 

Government employees are intelligent and savvy problem solvers. The nature of their work is often hurried, constrained by deadlines and sidetracked by competing priorities. Government decision-makers must always stay up-to-date on best practices and find fresh ideas to problems that are stuck in the mud. 

So when a relevant article with an innovative take on an old problem appears on their feed, they’ll likely want to learn more.

5 Features of a Great B2G Marketing Article

1.Choose a relevant, insightful topic.

Coming up with a relevant topic for a government audience can be a little tricky. The first step is to understand your audience - really well. Some research is involved to truly determine what pain points exist and which questions to answer.

The good news is, clues are everywhere. Follow your audience on social media, pay careful attention to headliners at upcoming conferences and read market reports when they become available.  

Traditional marketing tactics like examining keyword search volume and trending search terms can also give you a glimpse into what’s trending. 

A relevant topic can also be found by taking a different stance on a current, trending topic, so be sure to follow media outlets and industry platforms for articles that are performing well.   

2. Solve problems and be helpful.

Government audiences are reading articles to further their knowledge on a certain topic, to uncover unique solutions to tough problems and to stay up-to-date on new solutions.

Think of publishing an article more as a tool to solve your audience’s problem, and less a tool to make a sale. Articles are often top of funnel content, geared to attract attention and generate leads. 

But to get those leads, the article must be helpful.

3. Inspire and offer a new perspective. 

If they’ve read it before, or can read it somewhere else, why would they read your article? 

Articles that perform well tend to possess a shocking, or at the very least, unique perspective. This isn’t to say you should take an outrageous stand on a given issue. 

But you should consider how to position yourself differently than others writing on the same topic. What have they left out? What could you expand on? 

What questions are left unanswered? Start there and see where the topic takes you. 

4. Write well and error free. 

It’s tempting to save some cash by hiring an inexpensive writer or pawning writing tasks off on an intern. If you don’t frequently write or consume long form content, spotting mediocre writing isn’t always easy. 

But for those with a more discerning eye for the craft, bad or mediocre writing can indicate inexperience and can reflect poorly on a vendor’s perceived capabilities.

A government buyer will expect a serious vendor to produce high quality, error-free work - everywhere - not just in the services obligated by a contract. 

Investing in a qualified, experienced writer to craft high-quality articles for your lead generation will pay dividends. 

5. Include original data.

One of the most important content features valued by government audiences is including data and research. Better yet, make it original research. 

Conducting your own research and collecting original data reflects your investment in solving your audience’s problem. 

It shows that you deeply understand the subject matter, and you’re not just here to see your product. Taking the extra steps to include original data and research speaks volume to your seriousness in the B2G market, and your commitment to helping your customer.

At the end of the day, government buyers and decision-makers are looking for a partner to help them solve a problem. A solid, well-written article that’s insightful and informative is the first introduction they may have with your business and product solution. Like a strong, firm handshake makes a lasting first impression, so can a well-written and inspiring marketing article. 

Need help writing an article? BHD writers are standing by! Follow me.