The adoption of content marketing - sometimes referred to as brand journalism - continues to see wide-spread adoption in the B2G space. GMarkU caught up recently with Chris Parente, GMarkU Professor and Founder of StoryTech Consulting LLC, a firm specializing in content marketing, to talk about recent developments.
When I first heard about GMarkU a little over a year ago, I was thrilled to finally find an organization that would allow me to connect with and learn from other government marketers. As a member of the inaugural GMarkU Mentor Program, I’ve had the opportunity to do just that. I have learned a lot over the first three sessions, but a few of the takeaways that really stood out came from our discussion on how to maximize your marketing budget. The group shared a wealth of advice, from tips on ways to partner with other departments to split costs, to how to negotiate lower prices from vendors and media outlets by taking advantage of bundled prices and end-of-quarter/year sales.
I am so grateful for Government Marketing University, the only independent educational and networking resource for public sector marketers. At their inaugural GAIN 2016 Conference, they had a stellar panel of federal government Public Affairs Officers. The panel spent most of the time telling the roomful of marketers what was not possible — for example, government ethics rules prohibit agency employees, quotes, logos and photos from being used in a way that implies an endorsement of a company or product. But they also discussed what was possible, which included leveraging any publicly available information.
“If you build it, they will come.” Anyone who has planned an event that involves real people and not baseball-playing ghosts knows this is simply not true. A lot of work goes into promoting an event and encouraging attendance, but much less work is done tracking how successful those efforts were. Sure, the stats around number of registrants, number of attendees, budget, and profitability are widely watched and reviewed, but those metrics alone are not enough for the sustainable and successful marketing of events. You need to look at how they got there and why they made that decision. Doing so means measuring not just the event, but the event marketing.
Pitching government news to reporters under embargo is not something that happens often. In the world of media relations, an embargo isn’t a ban on trade but rather a provision that keeps reporters from releasing news to the general public until a specific date and time.
One news item that typically garners a decent amount of reporter enthusiasm in the B2B world is a new product release (not to be confused with product updates or version releases). However, this does not ring true when it comes to the public sector. It might be the procurement process, or the speed at which the government moves, or the number of other mandates and directives that reporters have to cover, but it is a rare case when product news is covered by the public sector press.
It makes such sense that we all should have mentors in our careers. Whether they be through a formal program, a request to someone more senior that you admire, or a more casual relationship that evolves over time, we all know how beneficial these relationships are but still many of us never do it.