Creating content that converts can be like trying to navigate D.C. traffic. Once you think you’re on the right path, you hit a roadblock (or five).

The good news? There is a playbook for that.

If you missed our recent webinar, Content That Converts: Insights from the M4PS Playbook, don't worry. On-demand, you can still catch Susan Rose, GovExec’s Vice President of Strategic Insights and Content, and Anna Pettyjohn, GovExec’s Executive Vice President of Product & Strategy.

It’s time to change how you engage your audience—think less “government jargon” and more “content that sticks like duct tape.”

Stage One: Awareness – Make the Connection

Don’t fall into the trap of assuming your audience is aware of your product’s benefits. Treat them as if they’re meeting you for the first time.

Establish your brand not just as a vendor but as a trusted partner. You’re not just solving problems; you’re anticipating them. According to Rose and Pettyjohn, it’s not just about being seen; it’s about being remembered. You’ve got to be the one they pause on because your content speaks directly to their pain points with just the right dash of personality (hint: don’t be a robot).

Stage Two: Consideration – Give Them the Goods

You’ve made it past the awareness stage, but now you must keep their attention. 

Government buyers start digging deeper in this stage, and you need the right materials to guide them. Think case studies, whitepapers, and webinars (like the one you should check out). But they need to be relevant, concise, and action-oriented. No one’s reading a 40-page case study on a lunch break. 

• Keep it snappy.
• Keep it relevant.
• Always tie it back to their core pain points.

That’s where the M4PS Playbook comes in handy. It’s like the Swiss Army knife of insights, showing you how to pivot from “here’s what we do” to “here’s how we can solve your problem.”

If your content doesn’t spark a “Hey, this is actually useful” moment, you’re not doing it right.
 

Stage Three: Decision – The Make-or-Break Moment

We all know the decision-making process in government is far from quick. But that doesn’t mean your marketing should take a backseat. Keep the dialogue going with solutions that feel tailored and authentic. Whether it’s a one-on-one briefing or a demo, it’s about delivering value without the hard sell (they hate that).

The key to winning hearts and minds is authenticity—no gimmicks, no fluff—just straightforward, practical solutions. Don’t overthink it. They’re not looking for Shakespeare; they’re looking for trust.

Stage Four: Advocacy – Because the Journey Never Ends

Congrats, you made the sale! But you’re not done yet. Your government buyer now needs to become your biggest advocate.

It’s all about continuous engagement. In the government space, advocacy is built on consistent, valuable touchpoints that reinforce your brand’s worth.

Staying present and providing value is non-negotiable. Use content like:

• Quarterly briefings
• Post-implementation reviews
• Helpful tips
• Success stories
• Value-driven insights

Make them say, “I’m so glad we chose them.”

Want to know how? Our webinar covered it all in detail, but let’s just say: start thinking long-term. Nurturing isn’t just for houseplants.

Want to Know More?

Content is no longer just king—it’s the whole court. And your next campaign could crown you the ruler of ROI. This webinar dives into the M4PS Playbook’s best strategies for navigating each stage of the buyer’s journey. Watch now for techniques you can implement tomorrow.
 

Aligning with the buyer’s journey isn’t always straightforward, but that doesn’t mean your marketing strategy can’t be.
Contact Solutions@GovExec.com to stay in step with what your public sector audience wants.

Catch the full webinar here.