In today’s fast-evolving public sector, government agencies face complex challenges with data storage, cloud adoption, cybersecurity, and compliance. NetApp recognized the need for a centralized resource to guide federal, state, and local organizations—and created GovDataDownload, a dedicated thought leadership microsite for public sector IT professionals.
This case study highlights how the microsite not only educated readers but also empowered NetApp’s sales teams, strengthened partner relationships, and established the company as a trusted authority in public sector data solutions.
The Challenge: Centralizing Expertise for the Public Sector
NetApp’s US Public Sector division needed a platform that could:
Demonstrate expertise in public sector data challenges
Publish consistent, high-quality thought leadership content
Provide timely, relevant assets for the US Public Sector sales team
Drive engagement through organic and social channels
Feature insights directly from NetApp subject matter experts (SMEs)
With government IT landscapes rapidly evolving, from cloud modernization to AI adoption and compliance requirements, NetApp sought a solution that would position them as a go-to advisor for public sector organizations.
The Solution: GovDataDownload Microsite
Partnering with industry leaders such as RedHat Gov, Merlin Health, NASCIO, Presidio, Splunk, Fed Scoop, and State Scoop, NetApp launched GovDataDownload, a dedicated microsite showcasing its public sector expertise.
Key strategies included:
Targeted Editorial Strategy
We identified high-value topics relevant to government IT professionals, including cybersecurity, cloud modernization, AI, hybrid cloud, and compliance. Each article was crafted to address real-world challenges and emerging trends in the public sector.
SME Collaboration
By collaborating closely with NetApp engineers, executives, and SMEs, we ensured content accuracy, relevance, and authority. Insights from subject matter experts provided practical guidance, making the content highly valuable for public sector readers.
SEO-Driven Content Planning
Every piece was optimized for search visibility, ensuring long-term discoverability and organic reach. A consistent weekly publishing schedule kept the microsite fresh and engaging.
Cross-Functional Alignment
Marketing, sales, and SMEs worked together to align content with both thought leadership and sales enablement goals. Sales teams actively shared articles with customers and partners, increasing engagement and fostering stronger relationships.
The Results: Driving Visibility, Engagement, and Authority
The GovDataDownload microsite delivered measurable results for NetApp’s US Public Sector division:
Expanded Reach: Organic visibility increased by 10%, attracting more public sector IT professionals.
Thought Leadership: NetApp established itself as a trusted advisor in data modernization, cloud migration, and secure storage.
Enhanced Engagement: Articles shared by sales teams resulted in a tenfold increase in customer and partner engagement.
SME-Led Insights: Content relevance improved year over year thanks to direct contributions from subject matter experts.
Building a Trusted Public Sector Resource
NetApp’s GovDataDownload microsite exemplifies how targeted thought leadership content can strengthen market authority, support sales, and educate public sector organizations. By combining SEO-driven content planning with expert insights and a consistent publishing schedule, NetApp successfully created a resource that addresses critical data storage and cloud challenges for federal, state, and local agencies.
Key Takeaways for Marketers:
Leverage SME insights to create authoritative, high-value content.
Align editorial strategy with business priorities and audience pain points.
Implement SEO best practices for long-term visibility and discoverability.
Engage internal teams to amplify content through sales and partner networks.
NetApp’s microsite approach demonstrates that thoughtful content strategy, combined with subject matter expertise, can establish lasting authority in a complex and evolving industry.