Content V.S. Strategy through the U.S. Elections Glass

/ Under "Content & Strategy" /

Hello and TGIF everyone!

Hope this week has been good to you guys. What I want to share with you guys today is something that I have picked up over the week as #dnc2012 or Democratic National Convention unfolded (for good and for bad, the U.S. affects more than the U.S. itself).

While most neutrals were blown away by the sheer charisma of Bill Clinton and the velvet steel of Michelle Obama, the Republicans or the GOP has put out an aggressive attack in an arena where Obama dominated in the 2008 elections, Twitter.

AdWeek reports, “On Tuesday, the Republican National Committee bought the marquee Twitter ad—which appears atop the trends section on the left-hand side of Twitter pages—and ran the copy “#AreYouBetterOff”? Then on Wednesday, the GOP-leaning organization Americans for Prosperity is running the copy “#FailedAgenda” for an ad slot that typically costs $120,000 per day.”

While this may be great strategy and it’s also reminiscent of the Nixon-Kennedy strategy planning episode of Mad Men, where Pete decides to buy up Kennedy’s media space with soap ads, the GOP sadly had no new content for the neutrals to digest. Already, political observers have reviewed that the Republican National Convention was at the best “good, but not great” and at the very worse, “America at 1912”. Without new content or even just a simple reorganisation of their arguments, they effectively spent $120,000 a day preaching to the converted.

On DNC’s side however, the eye catching poster of Michelle Obama as Rosie the Riveter, along with Bill Clinton’s excerpts of Clinton’s “double down on the trickle down” speech has gone viral. I’m sure that money was spent on producing these but it will definitely be cheaper than Twitter’s promoted trends which do not even appear on Twitter’s 3rd party mobile apps (although this may change as they are launching a crackdown on such apps. Boo on you Twitter!).

Michelle the Riveter
Michelle Obama as a pop culture classic.

As much as strategy may place content in a prominent position, how much of it is passively filtered out by our ad-adverse minds? In an era where confirmation bias is sadly taking a stranglehold, perhaps there is a need for content which can transcend what your audience is comfortable with. I view this as essential as we’re in a highly competitive era where carving out niches just does not cut it for businesses anymore.

Does this mean the end of communications planning? Well, I’ll leave this for another day. Meanwhile, enjoy your weekend!

About The Author

Daryl J. Ho

Daryl unfortunately lives and breathes communications. While he's not busy creating content which he hopes that you will enjoy, he's busy loving his family and friends. In the moments that he has to himself, he usually enjoys a drink or two and strategy games.