Before going through in detail why ‘Content Marketing’ is so important in the overall context of Digital Marketing, we must define the term. Here are just some of the definitions to the term from experts in the Digital Marketing industry:


The key word and at the core of ‘Content Marketing’ is for the content to be ‘valuable’. There are a number of key indicators in determining whether any content produced for use on, for example, social media platforms or your website is ‘valuable’. In simple terms, information will be ‘valuable’ if it compels and encourages your voters and supporters to read, like and share it.

The goal for Labour members in office has to be to create content (e.g. press releases, articles, posts, tweets, etc) that is immediately interesting, using carefully crafted headlines, content and with the use of graphics that personally engage those voters and supporters.

If you want examples of ‘valuable’ content, just look at what you’ve read, watched, or listened to recently. To go further, think about content that you have liked, shared and spoken about on Facebook or Twitter. Now, just think of the same content from the perspective of what your voters and supporters would be interested in reading and sharing – produce content that will compel those voters and supporters to like or share your information, and information that achieves your ‘End Goals’, and you’ve successfully created ‘valuable’ content.

The difference between compelling political content, and not, can be seen by simply removing the word ‘valuable’ from the definition of Content Marketing. Once the ‘value’ is removed from content, it falls into the category of simply being information that has a greater chance of being ignored by voters and supporters for not being compelling or interesting enough to read or share with their friends and family.

Your voters and supporters receive information from multiple sources every day, including from other opposition members in your local area. Your content has to stand out from the rest and to not be seen as boring, not very relevant or, even worse, spam.


Regardless of what type of marketing tactics politicians use (e.g. Facebook, Twitter, Email, etc), ‘Content Marketing’ has to be a part of the overall marketing process, and not something separate. Creating quality and shareable content must apply to all forms of Marketing.

  • Social Media Marketing: a Content Marketing strategy must come before your Social Media strategy;
  • SEO: Search engines reward websites that publish quality, consistent content;
  • PR: A successful PR strategy must address issues your voters and supporters care about;
  • Inbound Marketing: The Content created is key to driving inbound traffic and leads.

Without a carefully crafted, results orientated and effective Content Marketing strategy, politicians run the real risk of wasting time and money running a political campaign that will not achieve the end results they desire (e.g. to get elected/re-elected into office).

When you utilise proven Content Marketing strategies you’ll find your potential voters and supporters will:

  • Subscribe to your content;
  • ‘Like’ and ‘Share’ it with others;
  • Talk about it to their friends and/or family;
  • Look forward to receiving further information from you in the future;

You need the right formula to stand out from opposition members, stay ahead of your competition, and to keep growing your base of supporters.

Voters don’t want to see ‘advertisements’ from politicians, they want valuable information — content. They key is for the content to be both valuable and to also serve towards you achieving your ‘End Goals’.


The ‘Design’ process of ‘Content Marketing’ means much more than colour schemes and using stock photos. The ‘Design’ for your content will differ on a case-by-case basis, and depending on your chosen audience and goals.

For example, the design of your content may be different if you’re targeting your blog article towards voters over the age of 65, and those aged between 18-25. The ‘Design’ process should start at the very beginning of the Content Marketing process, as you map out a Content Marketing strategy.


It is vital that any Content Marketing strategy takes consideration of using the best possible techniques for it to succeed with search engines. Using SEO best practices in your content will help make a good impression with Google and move your website up the rankings list.

For example, identifying your main ‘keywords’ for the content, using the keywords (naturally), and a few synonyms in your content, headers, and page content can be highly effective in improving your Google rankings in the long-term.

The key is to always use keywords in the most natural way possible within your content – for many years search engines have been cracking down on content that is ‘stuffed’ with too many keywords. The aim must be to write for your target audience (e.g. voters and supporters), and to make sure those important words are (naturally) contained within the content.

Other factors that must be considered as part of the SEO process is for links to be included within your content – links to and from high-quality websites. All images and videos included on your website should make proper use of descriptive titles and ‘alt text’.

The strength of a great Content Marketing strategy is in providing the information and answers that your voters and supporters are looking for, but your hard work is all for nothing if those same people cannot find it.

‘Content’ must be created for the end user, but that search engines will also reward.


At ePolitixDesign we perfectly tailor our Content Marketing services to you. So whether you’re looking for us to develop the perfect content for your Social Media pages, or for your website, we have the expertise and experience to deliver your message.

The skilful use of various Digital Marketing techniques can be the difference between success and failure towards your overall marketing goals (e.g. getting elected). When the difference between success and failure can be as little as 10 votes in an election, the Digital Marketing technique(s) chosen can be vitally important.

Our team have expertise over many years in constructing and implementing effective, and successful, marketing campaigns on behalf of politicians across the UK.

Would you like us develop and deliver your Digital Marketing goals? Our team would love to hear from you. Please contact us on [email protected] and a member of our team will be on hand to help.


[Revised and Updated for July 2017]
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Written by Nitesh Patel, Director at ePolitixDesign
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