LET'S START BY DEFINING

“A type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.”

- Dictionary

"Content marketing is a digital marketing strategy in which companies create honest, transparent, and educational content on a consistent basis for an ideal buyer profile. Typically, the goal is to use the publication and promotion of content to drive organic website traffic, increase qualified lead generation, and (ultimately) empower the sales team to close more deals faster."

- Impact

"Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action."

- Content Marketing Institute

EXPLORE

Marketing has a deep history that includes many different types of strategies. Here I am defining two major ones: interruption and content. While both interruption and content marketing have the same goal of profit they are incredibly different. Content Marketing and Interruption Marketing have the same goal of creating revenue for their businesses. Although from the first glance Content Marketing seems like giving away free information it attracts more people because people are searching for it creating traction for your business.

Past

Interruption Marketing is often known as the loud, annoying, and disruptive marketing through general advertising across many platforms including but not restricted by online, mail, in person, or phone calls. People often avoid this type of advertising at all costs, complaining arised: flashy ads in newspapers etc. People would shoot things down due to annoyance of the advertising in the first place. An old fashioned way of Marketing that became outdated due to the extreme excess. Every company selling anything, pushed this type of marketing on the consumer so the consumer tunes everyone out and nobody wins. Credit card direct mail: from 1990-2002, direct mail volumes went up 5X while response rates dropped to below 0.5%.

INTERRUPTION

Present

CONTENT

Content Marketing has taken over the Marketing Industry replacing interruption marketing due to the increase of technology. The decrease in home phones removes a primary communication line Interruption Marketing relied upon. In 2018, a CDC (Center for Disease Control and Prevention) survey found that almost 55 percent of households use cellphones exclusively, a much higher number compared to the less than 10 percent in 2005. It is the type of Marketing that creates and shares information that is sought out by a specific group of people creating foot traffic on your website. Then both parties are benefitting compared to interruption marketing when really only one party is benefitting.

WHEN AND HOW

Much of content marketing comes through social media. It plays a major role in millions of daily lives. It is where we get our news, read our books, and communicate with each other. Content marketing is information that is sought out. The information comes first then the advertising comes second. You can be advertised to without even knowing it. Many companies put out free information to get customers interested in the story and the information.

Content marketing is a great solution to many of the problems we face today. Content marketing works so well because people seek out the information instead of hiding from advertising. Content marketing is a way to spread important information while getting word across on how to actually make change or help. I believe it can be used in the 2020 election as we move away from interruption marketing which actually deters voters.

WHY

CONTENT MARKETING IN THE REAL WORLD

THE PROBLEM

Voting in the 2020 election brings problems we have never faced before due to COVID-19. As voter turnout does increase every year we never even surpass 50% of the US population and with a pandemic at hand people will be even less concerned with voting. Studies have shown people with higher income are more likely to vote but at this moment hundreds of thousands of Americans are financially struggling. We run into issues like lack of volunteers at voting polls and decisions against mail in ballots. We need solutions and we need them soon. The decisions about voting in the 2020 elections is not a problem we can put off. It is something that needs to be decided now and before it's too late.

MY SOLUTION

Here are a few realistic guidelines to a solution to this massive problem that I believe will benefit American citizens while making progress by continuing to increase in voter turnout.