Campaigns now need more content across many different channels. But campaign teams also face tight schedules and limited resources. A successful content strategy must be simple enough to maintain consistently alongside other campaign efforts. The key is creating a sustainable rhythm that works with your existing operations, not competing with them for time and attention.
Here are the components of a simple content playbook for campaigns of any size.
Weekly Long-Form Blog Content
This is the backbone of your content strategy because it feeds all your other channels. Aim for a 350-500 word blog post each week on your campaign website. Not a writer? AI tools can help transform your thoughts into polished text. Try recording a quick audio note about a policy position or campaign experience, then use tools to convert and refine it into written content.
Daily Candidate Social Media
Between weekly blog posts, maintain daily social media from the candidate sharing personal insights or behind-the-scenes moments. These should complement, not replace, your standard event announcements and policy statements. Voters crave authentic glimpses of candidates as real people. A quick photo with brief thoughts from the trail or a 30-second video response to a current event keeps your candidate visible.
Monthly Newsletter
A monthly newsletter effectively packages your best content for supporters who may have missed something or aren't active online daily. Include a brief campaign update, select photos, and clear action items. Make sure the newsletter provides enough context within the email itself rather than just linking elsewhere. This also gives you a non-fundraising touchpoint with supporters and an easy call-to-action for your website.
Reuse & Remix
Each content piece should work on multiple platforms. Your weekly blog can become a thread on X, a newsletter on Substack, or a LinkedIn Note. Create once, then distribute everywhere. Many platforms now prioritize native content over external links, so adapt formatting accordingly. Watch for content that sparks engagement – a popular social post could expand into next week's blog topic.
Consistency Beats Perfection
Set realistic expectations for what your team can produce consistently. Start small and build as you develop routines. It's better to maintain a modest content schedule than launch ambitious plans that fizzle out. Remember, voters notice patterns – consistency signals reliability. Track what performs well and double down on those formats.
Conclusion
Content creation is now essential for campaigns, but approach it like a fitness plan – stick with what you can do consistently. Start with the core components outlined above, then adjust based on your team's capacity and voter response. The goal isn't perfect content but a steady drumbeat of communication that builds your message over time.
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