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让content策略再次伟大

让content策略再次伟大
写的
瑞安史密斯
数字策略总监

非传统的,奇怪,令人不安.

You’ve likely heard these adjectives tossed about by political columnists and TV pundits throughout the 2016 election cycle. 从表面上看, Twitter的侮辱, 威胁的口号, and three-ring press conferences (or lack thereof) certainly seem like unorthodox methods for reaching the American populace. 但我只是粗略地读了一下.S. 历史教科书可能会让你有不同的想法. Could this year’s presidential contenders actually be guilty of playing it safe? Are they merely putting a contemporary spin on the truly groundbreaking campaign content strategies of years past?

Join us for a stroll down memory lane and find out which presidential candidate was really the first to 再把活动content策略做得好.

  1. 第一个手机欢乐时光

    Imagine it’s 1840 and you’re lucky enough to vote in the presidential election. Now imagine a team of Whig Party surrogates shows up in your town handing out bottles of hard cider while rolling a giant paper-and-tin ball scribbled with their nominee’s campaign slogans. 免费酒水和娱乐! Suddenly life on the prairie doesn’t seem so dull and you’re casting your ballot for William Henry Harrison. 就像很多民选官员一样, Harrison never lived up to the hype—mostly because he died just 30 days after taking office. Yet our ninth president’s inventive approach to connecting with voters endures. 在经济萧条期间, 哈里森和他的政党, 辉格党, 成为了美国人的欢乐之源. 除了旅行的开放式酒吧, Harrison’s go-to market 策略 included catchy campaign songs that painted him as a modest man of the people, 为人民. 卑微的, common man message was reinforced via Harrison-branded swag like flags, 盘子, 和缝纫盒. 在现实中, 哈里森是一位富有的贵族,过着奢侈的生活, 但在1840年,事实核查还不存在.

  2. 房子的规则

    When it comes to campaigning, nothing beats face time—most of the time. William Jennings Bryan had this revelation in the 1896 election and launched an unprecedented train tour with hopes of swaying voters with his populist message. 尽管布莱恩最终在巡演中发表了600多篇演讲, it was his opponent William McKinley’s “front porch” campaign that ultimately prevailed. 与布莱恩穿越全国的艰苦跋涉相比, McKinley’s “I’ll campaign from my house” 策略 seems lazy and uninspired. But upon closer inspection, it’s easy to see why McKinley became our 25th president. McKinley invited delegations of supporters from across the country to travel to his Canton, Ohio home and publicly pledge their support…all in front of the watching eye of the press. 谁是更强的候选人? The one roaming the country begging for votes or the one with flocks of enthusiastic supporters willing to stump for their candidate on his front lawn?

  3. 对于总统罪犯没有. 9653

    “Lock her up” has become the rallying cry of those who would rather see Hillary Clinton behind bars than on the campaign trail. And while both Trump and Clinton have been accused of engaging in behavior warranting criminal investigation, it’s worth noting that being taken away in handcuffs doesn’t automatically spell the end of a presidential bid. In 1920 Socialist Party candidate Eugene Debs set up his campaign headquarters at the Atlanta Federal Penitentiary. 黛布斯因公开反对第一次世界大战而服刑, 但他还是在那年11月获得了近100万张选票. The union leader and activist had already become a household name at that point—it was his fifth time running for president. 每一次出价, 德布斯从未偏离过他的社会主义核心思想, demonstrating how a strong brand can inject vigor into even the most compromised of strategies.

  4. 风格和物质

    “你是否优秀取决于你在电视上的样子.” It’s likely Richard Nixon heard those words during his first bid for the presidency. On September 26, 1960, the then vice-president faced off with relative newcomer John F. Kennedy, ushering in a new era in American presidential politics—that of the televised debate. 最近刚出院, Nixon’s poor posture and sickly appearance did not play well for the camera and contrasted sharply with Kennedy’s poise and confidence. 而参加辩论的电台听众认为尼克松赢了, the estimated 70 million TV viewers saw Kennedy as the night’s victor, 证明媒介的真实性才是真正的信息. 不像他的对手, 谁把这场辩论仅仅当作另一场竞选活动, Kennedy had predicted the power TV would have on elections and prepped up until the last minute. That November the Massachusetts Senator narrowly edged out his more experienced opponent. 当被问及他的胜利时, 肯尼迪回答说, “扭转乾坤的最主要因素是电视.”

  5. 的恐惧

    谁能把国家的核密码托付给谁? Relaying the message that the opposing candidate is unfit for such a weighty task has played out again and again this election. 但这是一种非原创的恐吓策略. 总统林登·约翰逊(Lyndon B. Johnson and the creative folks at DDB first mastered this 策略 during the 1964 presidential election with their “黛西”广告. Arguably the most effective political television attack ad in history, Daisy portrayed the dangers of nuclear of war if Johnson’s opponent Barry Goldwater became president. 大约50多年后, Daisy validates the essential role paid media and media relations play in a comprehensive content 策略. 严格来说,这段视频在被撤下之前只播放了一次. But that one airing generated so much controversy that members of the press were practically driven to replay the ad over and over again. 尽管约翰逊的竞选团队面临着制造恐慌的指控, 现任总统在11月大获全胜, 历史学家和权威人士将其很大程度上归因于《LOL正规竞猜平台》.”

激起对核战争的恐惧, 利用新兴媒介, handing out branded booze—these all proved to be highly effective content strategies in campaigns of yesteryear. Just as the above candidates succeeded in unearthing original ways to capture the attention of the American electorate, the 2016 White House wannabees are proving they too will stop at nothing to impress voters—even if that means resurrecting the winning messages of their political idols.