Brochures, business cards and advertising. Facebook, LinkedIn and SEO. These things are all important but without a website they hurl around space confused and misguided. Your marketing needs a center and that center should be your website. We will look at why this is true and how to build on this truth. We will discuss design strategy, buyer personas, content marketing and conversion.

1. Click to edit Master title style
What the Feds Want from
Your Website
How to give them the right
information, the right way!
© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
1

2. Click toBuyerMaster title style
edit Personas
To paraphrase Adele Revella, founder of Buyer
Persona Institute, a buyer persona is defined
as…
“A detailed profile of an example buyer that
represents the real audience – the buyer that
you hope to persuade to buy your products,
services or solution.”
© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
2

3. Click toBuyerMaster title style
edit Personas
Before you build a website/blog or “do social”…
– Who are your customers?
– What do they care about?
– What are they really buying?
Hint: people who purchase a car… aren’t usually
buying the “car”.
© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
3

4. Click toBuyerMaster title style
edit Personas
Who are we talking about? And, don’t say “anyone who…”
© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
4

5. Click toBuyerMaster title style
edit Personas
First, consider actual data for your customers…
– Demographics
– Their value, in money, reach and return business
– How they prefer to interact with you…
–
–
–
–
–
Phone
Email
Website
Mobile
Social
© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
5

6. Click toBuyerMaster title style
edit Personas
• Who are they?
• What do they do?
• Why should they care
about your organization?
• Where are they and
where do they find you?
• How do you convert them
into a client?
© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
6

7. Click toBuyerMaster title style
edit Personas
Your Players…
•
•
•
•
•
Give them a bio
Write their story
Define their needs
Map their content
Post this!
© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
7

8. Click to edit Master title style
Mapping Content
Types of Content
Educational Content
• Blogs
• Videos
• Podcasts
Curated Content
• RSS Feeds
• Social Marketing
• Guest Posts
Conversion Content
• Product Overviews
• Email Newsletters
• Landing Pages
© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
8

9. ClickEducational Contentstyle
to edit Master title
Your target audience needs your help!
They don’t know what you know!
• Write how-to posts
• Top 10 Lists
• Instructional video and podcasts
• Your expert knowledge in their language
© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
9

10. Click to edit Master title style
Curated Content
You are not the only resource!
Share other’s useful content!
• Gather content via email, alerts & RSS
• Share that content on social channels
• Open up guest posting on your blog
• Do an email newsletter
© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
10

11. Click Conversion Contentstyle
to edit Master title
You still need to sell!
How can you use content to convert?
• “Give away” eBooks, Whitepapers
• Instructional content with call to action
• Content makes the sale,
explain the benefits
© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
11

12. Click to edit Master title style
Content and the Feds
The Feds need the same info from everyone…
don’t hide it!
•
•
•
•
•
Core Competencies
Past Performance
Differentiators
Company Data
Government Tab
• Show them you know Feds
• Give them Fed specific info
© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
12

13. Click to edit Master title style
Content and the Feds
Tying it all together…
Plan your content, don’t let
it control you
• List your goals
• List their goals
• Define your site priorities
© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
13

14. Click to edit Master title style
Content and the Feds
This content doesn’t have to exist on an island…
Use your other content to back it up!
Core Competencies
Past Performance
• List your services
• Include blog feed related to services
• Include newsletter signup
• Include case studies
• White papers on performance reviews
• “Lessons learned” blog posts
Differentiators
Company Data
• White papers
• Case studies
• Key personnel content
• Company specifics
© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
14

15. Click to edit Master title style
Content and the Feds
Now, plan your attack!
Map the user experience…
•
•
•
•
Develop a site map
Define conversion goals
Merge the two
Combine content with
conversion goals.
• Always include a CTA!
© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
15

16. Click Right Kind of Marketing
The to edit Master title style
And I’ll leave you with a quote…
I asked Ann Handley, author of Content Rules,
what the most important takeaway from her book was…
“Be relentlessly customer-focused
and not corporate-focused.
Ask yourself…
‘What marketing will my customer THANK me for?’”
© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
16

17. Click to edit Master title style
Questions?
Suggested resources:
Contact me:
www.woodstreet.com
www.woodstreet.com
www.marketingprofs.com
jbailey@woodst.com
www.contentmarketinginstitute.com
@woodstreetweb
www.zeromomentoftruth.com
@jonmikelbailey
www.mediapost.com
Facebook.com/woodstreetweb
www.heidicohen.com
301.668.5006 x101
Read these two books… Content Rules! And Optimize!
© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
17