Hillary’s content—and her brand—are awfully touchy-feely, but in the battle for President, it might turn out to be the differentiator that gives her the advantage. She’s nailing it with long-form content that melds her personal life with the experiences that she has had in the White House. Combined with candid “behind the scenes” photos, her masterful content makes voters feel like they have access to the “real” Hillary.
Brands sell big when their values are shared by those of their fans, and Cruz is a hard-and-fast values guy. Every candidate has an “Issues” section where voters can go to learn about candidates stances, but Cruz’s is probably the most cut and dry: “Second Amendment Rights.” “Rein In Washington.” His strong value statements are powerful points for the like-minded to rally behind.
Ted Cruz’s strong value statements are powerful points for the like-minded to rally behind.
Rubio’s web site is well designed and the content is easy to read and consistent in tone and message. It’s savvy, too, and has a lot of foresight; it’s the only campaign site that asks potential voters their permission to receive push notifications, guaranteeing the candidate multiple contacts with subscribers to help solidify support and convince undecided voters.
Sanders’ firecracker personality has managed to ignite the support of the coveted young voter demographic, and it’s all due to the aura of authenticity that he projects. Maybe it’s because he drives a small red Toyota, or maybe it’s because his average campaign donation is only $27, but he just seems like real people.
Also, #FeeltheBern is probably the best campaign slogan ever. #NoBias
Bernie Sanders’ firecracker personality ignites young voters & it’s due to the aura of authenticity that he projects.
The first step you take to develop a content strategy is to determine your product or service’s unique selling proposition (USP). While brands in general find the process of identifying their USP—and what makes them unique in a crowded marketplace—very difficult, Trump has never had this problem. The Trump brand flies in the face of the pool of establishment candidates who are battling him for the Republican nomination—a pool where other USPs are much harder to parse.