In government contracting, content is more than marketing collateral—it’s the currency of trust. On the latest Branding the Beltway episode, host Stacey Piper spoke with Edyn Segura, Microsoft’s Federal Events & Experiences Marketing Director, about how federal contractors can leverage content strategically to build credibility, influence buyers, and accelerate pipeline, all while navigating long buying cycles and limited resources.
Key Takeaways for GovCon Marketers and CXOs:
- Content builds trust: Consistency and thought leadership are critical for long buying cycles.
- Engage SMEs smartly: Provide feedback, recognition, and programs that make participation meaningful.
- Repurpose to scale: One long-form asset can create multiple outputs for different channels.
- Event content matters beyond the booth: Pre-event, on-site, and post-event activities sustain engagement.
- Balance gated vs. open content: Use metrics to decide when gating supports pipeline vs. visibility.
- Leverage AI strategically: It accelerates tasks but doesn’t replace strategy or human judgment.
- Frame content as revenue enablement: Show measurable impact on pipeline, deals, and buyer movement.
- Tailor to company size and stage: Focus content efforts on where they will have the greatest influence in the customer journey.
In short, content strategy in the federal space isn’t just smart marketing—it’s a necessity.
To connect with Edyn, follow him on LinkedIn here.
Learn more about Microsoft by visiting their webpage here.
Get in touch with host Stacey here, or visit Piper Strategies here.
Click here to listen on Spotify.
If you liked listening to this episode, click here to view more in this series. To view all of our podcast series, visit our podcast page.
