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article imageOp-Ed: Content marketing's long-form narrative could work in politics

By Michael Krebs     Sep 3, 2012 in Internet
Political advertising is a content-rich practice; however, President Obama and Republican presidential candidate Mitt Romney continue deploying short-form executions for equally important long-form narratives.
Regardless of one's political affiliation, presidential election seasons are periods of reflection on the tactics and strategies deployed to shape the macro-conversation and to tell the long-form narrative emotionally and cerebrally across a series of moving efforts to connect with a universe of voting populace that is itself evolving and fickle.
This is accomplished traditionally through a mix of short-form commercial messages that are designed for maximum impact within a select population, as is demonstrated by President Obama in this report from CBS News and by Republican presidential candidate Mitt Romney in this AdWeek report on his Twitter advertising copy.
But is this the best way forward for each political contender?
Consider the fact that both candidates are producing considerable content for their campaign web properties. In President Obama's camp, there are three distinct categories that comprise his re-election site: Get The Facts, Get The Latest, Get Involved. Each of these sections have a number of compelling content executions that are designed to forward the overall narrative. However, this material is not being seeded beyond President Obama's immediate owned media properties.
The same issue exists for Republican presidential candidate Mitt Romney. Governor Romney's campaign web property boasts a blog, but the content from this blog resides myopically within the confines of his campaign site.
All of this begs the question: what if the presidential candidates, and their peers that are seeking votes for positions in the House and Senate, employed content marketing strategies to tell their long-form narrative digitally - utilizing articles, videos, podcasts, infographics, and polls? Think of the thought leadership environments that could host this content in embedded and modular formats, and think also of the benefits to those constituents who are readily consuming content within these thought leadership environments and who are not necessarily visiting the web properties of a given campaign.
Content marketing offers advertisers a deeper opportunity to explore their products and services more holistically and completely. This method allows consumers to experience these products and services intrinsically and within environments where they are already comfortable.
Politicians are often challenged by the tonics they are offering, but if the Internet has taught us anything we now understand that the well-informed consumer is being well fed by the broad and nearly limitless information available within the reach of a click. This more readily-informed prospect is something worth courting, and a well-placed and seamless narrative is likely the better option than a barrage of short-form spit-fire commercials and tap-outs on Twitter.
This opinion article was written by an independent writer. The opinions and views expressed herein are those of the author and are not necessarily intended to reflect those of
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