What You Can Learn from Russia’s Content Marketing

What You Can Learn from Russia’s Content Marketing

If you’re on Facebook, there is a good chance you’ve been exposed to a post produced by Russian-backed agents. Exploring Russian’s influence on the 2016 U.S. Presidential elections, Facebook has reported that the Russians reached 126 million Americans on its network.

You might be angry, you may need to see more evidence. But one thing is clear—it’s a classic case study of content marketing.

Let’s review the five steps Russia took to master content marketing:

  1. Know your audience and segments. Russia was able to read the divide that was happening between major political parties, and within the parties.
  2. Understand the message that needs to be told in order to resonate. What are the issues that were motivating segments? From feeling the Bern to being with Her, there was much emotion to navigate.
  3. Create content that drives action. In this case, the messages were overwhelmingly controversial and hateful―and unfortunately well done for the strategy.
  4. Be smart and strategic with targeted distribution. The Russians were able to use social platforms to target specific states, groups and individuals.
  5. Effectively spend and measure. While the budget wasn’t large, it showed just how much impact a $100,000 toward media can have.

The Russians may have influenced our elections, but they definitely stole content marketing.

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