A GSA content strategy helps businesses create compliant, targeted materials that appeal to government buyers. With over $45 billion in GSA Schedule transactions in 2023, this market offers massive opportunities if approached correctly. Here’s what you need to know:
- Why It Matters: Small businesses can gain visibility, compete effectively, and tap into stable federal demand.
- Key Compliance Rules: Stay updated on SAM.gov registration, price lists, and contract terms.
- Federal vs. Commercial Content: GSA content focuses on precision, compliance, and formal tone – very different from commercial marketing.
- Timing Is Key: Align your content with the federal fiscal calendar to maximize Q4 opportunities, where 33% of spending happens.
- Platforms to Use: Optimize GSA Advantage! listings, respond to GSA eBuy opportunities, and attend federal networking events.
Quick Overview: GSA Content Strategy Steps
- Research target agencies using tools like USASpending.gov.
- Align content with federal procurement cycles.
- Maintain compliance with GSA rules and guidelines.
- Use platforms like GSA Advantage! and eBuy effectively.
- Mix educational, solution-focused, and promotional content.
By following these steps, you can position your business to succeed in the competitive federal marketplace.
Marketing Your MAS Contract
GSA Content Rules and Standards
Creating content for GSA Schedules requires following federal guidelines closely. Knowing these rules is crucial for ensuring compliance and effective marketing.
Content Compliance Requirements
GSA content must align with federal standards. Here are the main compliance elements to keep in mind:
| Requirement | Description | Frequency |
|---|---|---|
| SAM.gov Registration | Keep business information and certifications current | Regular review |
| Price List Updates | Ensure pricing is up-to-date on the Vendor Support Center | Regular updates |
| Mass Modifications | Sign and implement contract changes | Within 90 days of receipt |
| Performance Tracking | Monitor and report order status on purchase order portals | Ongoing |
| Equal Opportunity | Follow federal employment standards | Ongoing |
"Unfortunately – due to the complicated bureaucracy of our government, Getting into the GSA Program is complicated… messy… and stressful." – Josh Ladick, Founder of GSA Focus
It’s also essential to check your marketing content against the Statement of Work (SOW) to confirm accurate performance specs, contract terms, and delivery conditions. These strict requirements make GSA content different from regular commercial marketing.
GSA vs Commercial Content
GSA content isn’t just about compliance – it follows a completely different set of standards compared to commercial content. While commercial marketing focuses on creativity and emotional hooks, GSA content is all about precision and regulatory alignment.
Key differences include:
| Aspect | GSA Content | Commercial Content |
|---|---|---|
| Tone | Formal, technical | Casual, persuasive |
| Detail Level | Detailed specifications | Focus on benefits |
| Documentation | Extensive contract references | Minimal legal text |
| Update Frequency | Regularly required | As needed |
| Format Requirements | Must follow federal guidelines | Flexible presentation |
Federal buyers expect clear technical details, precise contract terms, and up-to-date certifications. These unique requirements mean businesses must take a different approach when creating content for government contracts. Understanding these differences is key to building a successful federal marketing strategy.
Building Your Content Plan
Create a GSA content plan that aligns with federal procurement cycles and addresses agency priorities.
Finding Your Target Agencies
Identifying the right federal agencies is key to succeeding with GSA contracts. The Multiple Award Schedule (MAS) Program offers access to over $39 billion in federal contracting opportunities each year. Here’s how to pinpoint your target agencies:
| Research Tool | Purpose | Key Information |
|---|---|---|
| USASpending.gov | Analyze federal spending | Track historical contract values and trends |
| Small Business Goaling Reports | Assess small business participation | Agency utilization rates |
| GSA eLibrary | Research competitors | See current prime contractors |
| Federal Agency Procurement Forecasts | Plan for future opportunities | Review planned contract releases |
"Winning government contracts isn’t just about having the right solution – it’s about knowing when to act."
– Ron Hughes, Author, RPE Public Sector Consulting
Timing Content with Procurement
Federal procurement follows a fixed fiscal calendar, running from October 1 to September 30. Notably, Q4 (July–September) accounts for nearly one-third of all government spending.
| Quarter | Focus | Approach |
|---|---|---|
| Q1 (Oct–Dec) | Planning | Educate agencies on priorities |
| Q2 (Jan–Mar) | Building relationships | Share capability statements |
| Q3 (Apr–Jun) | Preparing proposals | Showcase solutions and demos |
| Q4 (Jul–Sep) | Securing contracts | Provide quick-response materials |
In the last fiscal year, federal agencies awarded over $122 billion in contracts during September alone. Additionally, 16% of total government spending occurred in that final month. Use this timing to your advantage by tailoring your content to align with these cycles and maximize engagement.
Mix of Training and Marketing Content
Follow the 80/20 rule for your content strategy – 80% educational and 20% promotional.
"It’s about having a healthy mix that feels right for your brand. Weave promotional content into your strategy by aligning it with the educational content…This way, your promotional messages are seen as solutions rather than mere sales pitches."
– Lynzee Alvarez, Strategic Communications Leader
Your content should address agency-specific challenges while showcasing your expertise. Here’s a breakdown:
| Content Type | Purpose | Examples |
|---|---|---|
| Educational | Establish credibility | Technical guides, compliance updates |
| Solution-focused | Solve problems | Case studies, implementation guides |
| Promotional | Encourage action | Capability statements, price lists |
Monitor engagement metrics to fine-tune your content mix. This ensures your messaging resonates with federal buyers while staying compliant with GSA standards. Focus on delivering value first, then seamlessly introduce promotional elements to position your offerings as solutions to agency needs.
Writing GSA-Compliant Content
Creating content for GSA requires a specific approach to meet federal standards. This involves ensuring every statement adheres to strict GSA guidelines while aligning with your overall strategy.
Government Writing Style Guide
The U.S. Government Publishing Office (GPO) Style Manual serves as the foundation for federal content creation. When crafting GSA-compliant materials, focus on the following elements:
| Style Element | GSA Requirement | Best Practice |
|---|---|---|
| Language Tone | Professional, direct | Use "must" instead of "shall" or "should" |
| Pronouns | Personal, engaging | Address readers as "you" and your organization as "we" |
| Link Text | Descriptive, specific | Replace "click here" with action-oriented text |
| Formatting | HTML preferred | Minimize PDF usage for digital content |
The GSA Web Style Guide follows Associated Press (AP) style rules, with the Merriam-Webster Dictionary as a backup for spelling and usage questions. For technical terms, the Microsoft Style Guide is the go-to resource.
Once your writing style aligns with federal standards, the next step is to clearly demonstrate your contract performance.
Showing Contract Performance
Use clear and measurable evidence to showcase your capabilities. The GSA prioritizes transparency and data-driven results in contractor communications.
| Content Type | Required Elements | Purpose |
|---|---|---|
| Case Studies | Quantifiable outcomes | Highlight real-world results |
| Performance Data | Statistical evidence | Back up claims with hard data |
| Agency References | Verified results | Build credibility with proven examples |
After presenting your performance, make sure to include all necessary contract details.
Required Contract Information
To meet GSA requirements, include these critical contract details:
| Required Information | Details to Include | Location |
|---|---|---|
| Contract Identifiers | GSA MAS Contract Number, SINs | Header/Footer |
| Contact Information | Ordering Point of Contact | Contact Section |
| Eligibility Details | Authorized Buyers List | Procurement Page |
| Contract Term | Start/End Dates | About Section |
| Digital Presence | GSA eLibrary Link, GSA Advantage Listing | Navigation Menu |
Be sure to display your GSA MAS Contract Number, SINs, ordering contact information, and contract term prominently. Incorporate these details into your navigation and header sections. Additionally, include the GSA Starmark Logo to confirm your status as an authorized contractor. Your content should effectively communicate the advantages of purchasing through your GSA MAS Contract while keeping the information accessible and easy to understand for potential buyers.
Using GSA Content Platforms
Boost your visibility on GSA’s official platforms to connect with federal buyers effectively. Each platform comes with its own set of strategies to make your content stand out and engage government customers.
GSA Advantage! Best Practices
GSA Advantage! is the go-to e-commerce platform for federal buyers. Here’s how to optimize your listings for better results:
| Element | Best Practice | Impact |
|---|---|---|
| Product Title | Start with the part number, followed by the product name | Improves search ranking |
| Description | Use clear specifications and relevant government keywords | Increases visibility |
| Images | Include multiple clear and detailed images | Builds buyer confidence |
| Updates | Regularly update content via SIP or FCP | Ensures accuracy |
For GSA eBuy, you’ll need a more tailored approach to meet specific opportunities.
GSA eBuy Content Tips
When responding to GSA eBuy opportunities, focus on creating content that aligns with the platform’s requirements:
| Content Type | Key Requirements | Submission Timeline |
|---|---|---|
| RFI Responses | Use the "Interested" feature to indicate interest | Within 24 hours of posting |
| RFQ Responses | Ensure all FAR clause compliance details are included | Submit 24 hours before the deadline |
| RFP Content | Address technical requirements step-by-step and allow time for internal review | Submit by the deadline |
Assign a dedicated point of contact (POC) to monitor eBuy opportunities daily for timely responses.
GSA Events and Networking
Expand your reach beyond digital platforms by participating in live events. These provide valuable opportunities to engage directly with federal buyers:
| Event Type | Content Opportunity | Networking Value |
|---|---|---|
| Industry Days | Present your capabilities | Direct interaction with agencies |
| Training Webinars | Share case studies and best practices | Establish thought leadership |
| FASt Lane Office Hours | Discuss specific contract-related questions | Get personalized guidance |
Events like the Federal Government Procurement Conference are excellent for showcasing your expertise. These settings allow you to share targeted content with decision-makers and often offer Continuous Learning Points (CLPs) for attendees.
Conclusion
Working with GSA Experts
Compliance and well-targeted content are key to success, but expert help can make the process easier and faster. Creating effective GSA content strategies often requires careful planning. While some businesses manage this internally, working with specialists can save time and effort. For example, GSA Focus reports that clients see results 4-6 times faster – spending just about 3 hours while experts handle 95% of the paperwork.
"We strongly recommend you think about what a successful marketing strategy is, and create and develop a federal marketing and sales plan outlining the activities you’ll conduct to meet your goals." – GSA.gov
For small businesses looking to thrive in the GSA marketplace, expert guidance can be a game-changer. This support aligns perfectly with the compliance and content strategies discussed earlier.
Getting Started Checklist
| Action Item | Timeline | Key Considerations |
|---|---|---|
| Confirm Small Business Status | Before starting | Use the SBA Size Standards Tool to verify your small business status |
| SAM.gov Registration | Annual renewal | Ensure your registration stays current to remain eligible for contracts |
| Content Compliance Setup | First 30 days | Set up a system to track GSA sales and reporting |
| Platform Integration | Quarterly review | Regularly update content on GSA Advantage!, eBuy, and eLibrary |
| Sales Reporting | Quarterly by Apr 30, Jul 30, Oct 30, Jan 30 | Submit GSA sales reports (72A) and Industrial Funding Fee (IFF) payments |
Maintain your GSA content strategy by establishing internal compliance checks, keeping your content up to date, and focusing on agencies with the best opportunities.
Related Blog Posts
- How to Read GSA Solicitation Documents
- 5 Tips for GSA Advantage Sales Success
- How to Manage GSA Contract Performance
- How to Market a GSA Schedule Effectively
