Content Marketing Obama style with The Road We've Traveled

Late last week, Obama for America (President Obama's reelection operation) released a 17-minute film called The Road We've Traveled.

It's interesting timing for this content marketing effort because the Republican challengers for the nomination are locked into a protracted battle that is unlikely to be decided until this summer.

The film is worth a look because it is classic content marketing. It is an excellent example of using video to tell a story.

As regular readers of my blog may recall, I love looking at US presidential campaigns as case studies in marketing that can be applied by all sorts of organizations. This is not a political blog, nor am I supporting a particular candidate by highlighting what they are up to.

The Road We've Travelled is directed by Davis Guggenheim and narrated by Tom Hanks. It gives an inside look at some of the decisions President Obama made and featues interviews with President Bill Clinton, Vice President Joe Biden, Mayor Rahm Emanuel, Elizabeth Warren, David Axelrod, and others.

Direct link to The Road We've Traveled on YouTube and on the Obama for America site.

Using video to tell a story

No matter what sort of organization you're part of, a short film featuring interviews is a great form of content marketing. It works for companies, educational institutions, rock bands, nonprofits, individuals, and, well, any organization.

Comments

[MicroSourcing]

It's a good response to waning public opinion on the U.S. president. It should also come in handy come election time. Similar video stories would be documentary-type features about brands and celebrities.

[Dragan Mestrovic]

WOW

[Todd Sharkey]

I am surprised that the Obama for America team is releasing this video now. Would it have been better to release this video just prior to the Republican Convention or even just prior to the Democrat Convention to set the theme? I think the life of the video will be to short to really have an impact. Unless he is trying to boost his approval rating.

[David Meerman Scott]

Todd - It is interesting timing. As the Republican candidates are in the dirt battling it out, maybe the Obama campaign thought it was time to claim the high ground.

[mutuelle de frances]

hi, I really like your article, but I can't see the pics, is it a problem with my browser ? (I'm using firefox)

Thanks,
See ya,

Julie

[android market]

I am using chrome and there isnt any problem