A leading expert on online politics sees a wonderful future based on user interaction. Phil Noble believes members of the public will enter into dialogue on the websites of politicians and political parties, who in turn will respond to negative as well as positive comments and be more open about what they really think. w00tonomy attended a video roundtable at the US Consulate in Edinburgh with Noble. Content marketing is very much like this new type of politics. Proactive and reactive, it engages with people to understand their behaviour in order to develop a message that resonates. It is through content marketing that the process of continuous engagement can take place online