We all want to create content that engages the audience (and ultimately delivers ROI); otherwise, why create it at all? But how do we know what will generate high engagement? Or, at least, how can we make a very educated guess?

By turning to the research, of course.

Our Marketing for the Public Sector (M4PS) studies show that the public sector responds well to high-quality thought leadership content.

Government decision-makers said the best content has some combination of three key characteristics:

• It references strong research and data (55% of respondents cite that as a quality of exceptional content).
• It helps the audience better understand the challenges and opportunities facing their organization (44%).
• It offers concrete guidance and case studies (43%).

Great. But what about the topic?

Again, we can guess, or we can do a little digging.

Letting Guidance Documents Guide You

SMEs are always an excellent source for topic ideas, but there are other options, too:

• Executive orders
• Industry standards
• Regulatory frameworks
• Policy guidelines

These are goldmines for identifying thought leadership topics (if you can stay awake through them).

They provide insights into the public sector's current priorities and challenges. Challenges for which you have a solution!

Here’s the step-by-step approach my team uses when mining guidance documents for topics:

1. Identify Relevant Documents
   Select guidance documents relevant to your industry and offerings. For example, if you have a cybersecurity solution, dig up your copy of the CISA Zero Trust Maturity Model.
    
2. Analyze Key Sections
   Break down the document into key sections, focusing on areas that highlight common challenges, objectives, and recommended practices.
    
3. Extract Content Themes
   For instance, within the Zero Trust Framework, topics like “implementing multi-factor authentication” or “securing remote access” could be highly relevant. These are specific areas where your company can offer unique insights or solutions, and they can form the basis of your thought leadership content.
    
4. Dig Deeper
   Research, data, and case studies are not just filler for your content, but the backbone of your thought leadership. They provide the evidence and support for your ideas, making your content more credible and persuasive. Spend time finding the right research, data, and case studies that align with your company’s value proposition and use them to shape your content.
    
5. Remember the Golden Rule of Thought Leadership
   Do NOT sell. In fact, don’t talk about your product or service at all. Discuss the issues, challenges, and solutions, but don’t sell. The public sector really hates that. Thought leadership aims to start the conversation and establish your company as a trusted advisor. You’ll have a chance to talk about your unique solutions later in the buyer’s journey when they’re ready and interested in the details of the solution.

Yes, leveraging guidance documents is a lot of work. But it is also worthwhile because it will uncover the topics your audience is thinking about, which leads to increased engagement.

The more engaged the audience is with your content, the more they’ll think about your company and what you can offer them, solidifying your position as a trusted advisor.

That is the end game.

For more information on leveraging research,
including the 2024 M4PS study,
contact Solutions@GovExec.com.