Where is your audience turning for news, and are you in the right spot?
Since the inauguration, GovExec has experienced a surge in engagement, and our content is resonating like never before.
This isn’t a fluke. Yes, our stellar editorial team is consistently keeping public sector professionals informed amid constant change. But it’s no surprise once you’ve seen the results of our annual Media Engagement Report released this week.
Trusted Sources in the Digital Age
The Media Engagement Report confirmed what government marketers already suspected: public sector professionals overwhelmingly trust government-focused media. Here’s what the study revealed:
- Digital First: More than 80% of respondents prefer reading news online over watching or listening to it.
That’s right—despite all the hype around video and audio, written content still reigns.
- Content Matters: That tracks with what we saw in the Spring Content Marketing Review, too: articles are the preferred format for public sector buyers who want to learn about work-related topics.
- Credibility Counts: Government employees gravitate toward trusted government-focused news sources, whether from government agencies or renowned platforms like GovExec.
In an era of constantly changing news consumption, these findings underscore the importance of positioning your content where your audience is already tuned in.
The Value of Sponsored Content—When Context Is Key
If you’re looking to amplify your reach, consider incorporating sponsored content into your marketing mix.
While half of the respondents said they don’t usually click sponsored links, the other half do. One-third of those respondents said their decision to click depends on the source.
The lesson here is simple: if your content is both relevant and trustworthy, your audience will engage—even if it’s marked as “sponsored.” At a time when page views are up exponentially, being visible on those sites is important.
Key Considerations:
- Context Matters: Ensure your sponsored content appears on trusted platforms to leverage the inherent “halo effect” of credible government-focused news sources.
- Relevance Rules: Focus on topics that directly address the needs and interests of government decision-makers.
- Trust is Essential: Always align your messaging with the established credibility of your chosen news source.