Reaching federal decision-makers has always been a challenge, thanks to restrictions placed on the content they’re allowed to view during work hours through government-issued devices. At the same time, advances in technology have allowed these decision-makers to use personal devices to access content for work, particularly after they leave the office.
Against this backdrop, Market Connections’ Federal Content Marketing Review shows there are myriad ways to make your content as accessible as possible for the federal audience.
Government-Issued Devices are Limited
For years, the biggest challenge for reaching federal decision-makers has been that many websites are blocked on government-issued devices or equipment because of privacy or security concerns. It’s easy to see why a barrier like this ends up limiting the kinds of content that can be seen during work hours. In fact, the Market Connections’ report revealed that 67 percent of federal employees routinely turn to their own phones or tablets to access some content.
That’s why you should make sure your company’s website has a mobile-first design. That way, it takes little effort for federal employees to use their personal devices to peruse your menu tabs, blog posts and videos on their mobile devices.
Influencing Workers After Hours
Another interesting finding was that 70 percent of federal decision-makers said they are still accessing content even after work. This allows contractors to keep influencing the federal government long after the usual 5 p.m. closing time.
There are multiple ways you can approach this, one being mobile-exclusive advertising options. Whether these workers are catching up on some work, researching or simply reading the news, a targeted mobile ad can easily reach them wherever they happen to be browsing.
Another way you can reach this audience is by using social apps as a platform. After a long day of work, just about everyone is bound to check out what’s happening on social media. By using platforms like Facebook or LinkedIn, you can publish interesting content that will appeal to them as they scroll through their feeds.
Through the findings in the Federal Content Marketing Review, contractors can see numerous reasons why government workers are turning to their personal devices and the best ways to make content more accessible. When trying to market to federal agencies, in other words, the more we understand the barriers that they face when using government-issued equipment, the more effective we can be in leveraging the best channels to reach them.
Looking for more information on how you can best market your company to federal decision makers? Contact Merritt Group today to learn more!