How content marketing kept President Obama in office despite a challenging economy
To the tens of millions of people who didn’t vote for president Obama in the 2012 election, his reelection came as a surprise. After the historic Tea Party victory in 2010 and record-high unemployment, legions of political opponents could not believe President Obama was reelected.
Whatever your political views, you must concede the Obama White House does an amazing job controlling the content which the public consumes about it.
A recent article by Nancy Benac of ABC News delves into the issue more thoroughly describing the Obama Image Machine as:
Serving up a stream of words, images and videos that invariably cast the president as commanding, compassionate and on the ball. In this world, Obama's family is always photogenic, first dog Bo is always well-behaved and the vegetables in the South Lawn kitchen garden always seem succulent.
You'll have to look elsewhere for bloopers, bobbles or contrary points of view.
Capitalizing on the possibilities of the digital age, the Obama White House is generating its own content like no president before, and refining its media strategies in the second term in hopes of telling a more compelling story than in the first.
But this form of communications isn’t just for presidents, it’s for everyone… The article continues:
Some time back, companies came to my team here at TMC and asked us to generate more content for their own sites. They are beginning to realize the power of content marketing – just like team Obama has for the past 5+ years. As a result, we have been working with a slew of customers to provide articles, white papers, blogs and news on a regular basis through a division of our company known as Content Boost. As this portion of our company has grown, it has become strategic. As a result, we have put more emphasis on it by hiring a dedicated team which will produce quality content for companies in any market from healthcare to tech and everything in-between.
Obama's strategy is part of a broader mass communications trend in which politicians, corporate leaders and others in public life are using digital tools to send their messages directly to the public without a media filter.
"It's all about control," says Eric Dezenhall, an image consultant who has worked for years with politicians, celebrities and business people.
"Why put your CEO on '60 Minutes' when he can record something that appears on the corporate website? That way he can't be accused of not commenting but he doesn't have to stand up to the withering scrutiny you might face in an investigative TV show."
Of course there are differences between political campaigns and corporations but the goals are similar – to attract a wide audience and attract supporters/customers through compelling information which is important to them.
The service will officially launch this week and we thank you for taking the time to read this post and welcome your feedback.