Ever since I took a class at university called “Politics and the Media” many years ago I’ve been fascinated about how politicians market themselves.

Back in 2004, I learned how Tony Blair positioned himself as a young, modern family man who would inject new ideas into British parliament. Fast-forward to 2019 in Australia, and now it’s the turn of Scott Morrison, Bill Shorten and the rest to attempt to build trust with the public.

If you run a professional services firm, there’s a lot you can apply over the next few weeks.

Politicians will appear on radio programs, TV ads, billboards, visit schools, give speeches, travel to far-flung destinations and meet strangers.

They’ll have to work their way quickly through the buyer’s journey, going from awareness to conversion, and balance their content marketing with advertising, branded content and sales messaging. Just like any services business should too.

If you wish to build awareness to a group of prospects, then it’s worth reviewing what content marketing techniques our political leaders employ to do the same.

Targeted Advertising

Aussies know there is an election coming up and will need to pick someone. It’s here where our politicians spend up large with newspaper, mass media and social advertising.

The problem with this stage is when you are appealing to such a diverse population (so to speak), it tends to come out as scatter-gun advertising.

Learning tip: Entrust your advertising to a specialist and consider your target and goals very carefully. Here’s a TV ad from the Australian Greens in 2010.

Building Trust & Reputation

This is where the fun begins. Our leaders will focus on positioning themselves as the right person for the job.

Morrison, as the incumbent, will reinforce the legislation passed, the promises kept, and community projects. He’ll keep supporters up to date with important news, key dates, events and speeches he has planned. Shorten and the competition will do the same, but instead of using case studies, they’ll try and build likability and trust through strong opinions.

Learning tip: The reputation stage of the buyers’ journey is where you can solidify or lose your prospects. Ensure you have a regular supply of blogs, reviews, case studies and educational content to differentiate yourself from a competitor.

Conversion into Customers

So, you like the Liberals, Labor or the Greens. What’s next?

You’ll probably receive email newsletters about the latest party news, video content, branded stories and might get invited to join as a party member. Or at the very least, you’ll get hit with content reinforcing you’ve made the right decision.

Learning tip: plan a regular email newsletter.  What branded content can you include? What exclusive events can you create for your community? This is where you grow that relationship during and after the onboarding process.

Customer Advocacy

Once in power, politicians have to deliver on their promises and continue explaining the good things they’ve done.

Learning tip: encourage your happy customers to write reviews and continue to nurture that relationship.

So there it is. Enjoy the marketing campaigns from our politicians over the next few weeks and see if you can spot any messaging or content that resonates with your business.


About the Author


Owner of Conqurve Content Marketing, ex-recruiter, sports writer and journalist.