How The White House developed a content marketing and social media juggernaut

Anna Hamill

This article explores how The White House, and the Obama administration, created a content marketing and social media strategy that engaged everyday Americans on complex policy issues.

How The White House Developed a Content Marketing & Social Media Juggernaut

Anna HamillWarc

It's hard to believe, in an age where politicians reach out to voters on every channel from Facebook to podcasts to Snapchat, that less than a decade ago social media was mostly considered a threat rather than an opportunity in political life.

For most of the modern era, focus-grouped television ads, sought-after newspaper endorsements and White House press briefings were the order of the day for connecting with American citizens.

Barack Obama's 2008 presidential campaign changed all that. The campaign became the first to adopt...

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