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.

Email Remains the Golden Ticket

Don’t overlook email. Newsletters are now the primary gateway to work-related content. That inbox real estate is valuable, and it's where your audience is already spending time.

News apps and push notifications are growing but haven’t taken over yet. Most respondents said they get everything they need from newsletters and direct site visits. Even when they do get push notifications, only about a third actually click through.

So, email continues to dominate as the primary gateway for work-related content. Here’s why:

• Direct Access: Emails land straight into your audience’s inbox, a space they value highly.
   
• High Engagement: Public sector professionals prefer newsletters from familiar, trusted sources, especially when compared to vendor emails.
   
• Actionable Format: Whether it’s policy updates, success stories, or expert insights, a well-crafted email delivers information in bite-sized, digestible pieces.

Quick Tip: Use bullet points and clear subheadings within your emails to ensure even the busiest government leaders can quickly grasp the key takeaways.

Making Your Content Count

The overarching lesson is clear: if your content speaks to the genuine interests of government professionals, they will read it regardless of the medium.

Here’s how you can ensure your content consistently hits the mark:

1. Deliver Relevant News: Focus on timely, impactful topics such as policy changes, regulatory updates, and the latest trends in government technology.
    
2. Leverage Real-World Success: Share case studies and success stories demonstrating how government agencies solve real challenges.
    
3. Build Credibility with Thought Leadership: Use expert insights and in-depth analysis to position your brand as a trusted resource.

Ready to Amplify Your Message?

With page views and engagement rates soaring, now is the perfect time to reexamine your media strategy. Are you where your audience is looking for news? You can achieve a significant impact by positioning your content on trusted platforms like GovExec and incorporating both organic and sponsored content.

Take Action Today:

• Unlock Deeper Insights: Want more insights like these to refine your content, channel mix, and media spend? Purchase the 2025 Media Engagement Report for a comprehensive look at what’s driving public sector media habits.

• Connect with Us: Discover how GovExec’s trusted news platforms can help you reach your buyers and enhance your government marketing strategy—contact us.

Making news rather than noise is the key to lasting impact.

Discover how GovExec’s trusted news platforms can help you reach your buyers.

Contact us today.