They loved their candidate and they wanted to be an integral part of making the campaign a success. In the case of the 2012 Obama campaign, people wanted to be involved.
In essence, Goff practiced what we preach here at HubSpot: Create marketing people love. Now take the next step and become a donor,' into a fundraising email to non-donor volunteers, had a huge impact on results." Something as simple as dropping in a line like, 'You've volunteered before thank you. We consistently found that people wanted to get a sense from the campaign that we knew who they were and what they'd done for us in the past. "Almost all web content today is personalized to at least some degree, and that which isn't is likely to have a harder time breaking through. The Importance of Personalized Content in Obama's 2012 CampaignĪbout his focus on more personalized, middle-of-the-funnel strategies during the 2012 election (as compared to more top-of-the-funnel, less personalized strategies in 2008), Goff said. While Goff wasn't about to give all his secrets away to me, he was happy to share his inbound marketing-focused approach to content strategy and how that approach changed from 2008 to 2012. So I reached out to President Obama's Digital Director Teddy Goff and asked him to share with us the importance of content and how that changed from 2008 to 2012.Īs digital director for President Barack Obama's 2012 campaign, Goff oversaw a couple hundred people who collectively raised more than $690 million, generated more than 133 million video views, built Facebook and Twitter followings of more than 45 and 33 million people respectively, registered more than a million voters online, ran the largest online advertising program in political history, built new tools for online fundraising and campaigning, and organized hundreds of thousands of volunteers and events. It answered the unique interests of voters and campaign supporters by addressing specific, individual needs.īecause leveraging personalization and context has become so important - and more accessible - for inbound marketers lately, I was interested in learning more about just how the Obama campaign approach evolved over the years. Four years later, content played an even more important role: With inbound marketing strategies applied, that content was given context. For now.During the 2008 presidential election, content played an important role in electing Barack Obama. So the president gets the benefit of the doubt. If government is the only institution powerful enough to see that happen, so be it. People who work hard and play by the rules should be rewarded-and those who game the system, reaping huge rewards with reckless disregard for the damage they inflict, should be held accountable.
But more than that, they see it as a step toward simple fairness. While the champions of economic Darwinism-those with most must deserve it!-complain that populist backlash is nothing more than class warfare, the rest of the country seems to find it emotionally satisfying. The robber barons have been with us always.In recent years, the wealth of bankers and business leaders has increased dramatically, even when the ventures they ran failed, while working folks have seen their incomes stagnate. It doesn’t take an MBA from Harvard Business School to know that unfettered capitalism benefits those at the top more than those at the bottom.
#Obama phew free
But as the president commences an era of unprecedented government intervention into the private sector, he’s sustained-at least for the time being-by a strain of our national culture and psychology that’s every bit as authentically American as unflagging faith in free markets: a profound suspicion of them. For the moment, only about a quarter hold him responsible for the continuing economic chaos, while huge majorities blame big business for poor management decisions, financial institutions for taking unnecessary risks and consumers for taking on too much debt. The survey found that while the president has a lost a little altitude, he remains remarkably popular: two-thirds of Americans say he’s doing a good job, and six in ten approve of the way he’s handling the economy. As President Obama flew across the Atlantic for his first overseas trip as leader of the free world, he and his staff were no doubt buoyed by this morning’s Washington Post-ABC News poll.
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