Deltek’s GovWin.com is an online service that serves a highly specified government contractor audience by matching large or medium-sized government contractors (like Northrop Grumman, Boeing and others) with smaller contractors to fulfill the needs of the government contract. Those needs, of course, come with rules that Primes (those getting the contract) must utilize subcontractors (those smaller companies) to perform some of that work.
My role on the site was to support the needs of customers by helping to create marketing copy, supply blogs about trends in the industry, work closely with external bloggers, manage member-wide email communications and update the site though the content management system.
The latter half of that work evolved into recreating a low-performing weekly newsletter. The data showed what readers liked, what they hated and offered guidance where I might better answer their needs. I used that data as well as web site data to create a new editorial strategy that answered two simple needs. With the cooperation of my fellow coworkers, we created a site that lacked a front door for content, yet quadrupled our site pageview numbers (year over year), doubled weekly openrates to 22% and worked with analysts to create high SEO value content that helped GovWin com’s blogs on sequestration compete for the top three news spots on Google News for “sequestration” from July to November 2012.
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