Content Marketing Institute columnist Marcia Riefer Johnston has published a case study highlighting how Quartz , a news company owned by Atlantic Media grew its audience.

Johnston says, “The founding team members came from news organizations, including Bloomberg, The Wall Street Journal, The Economist, and The New York Times. These folks create content people want.

Also contributing to Quartz’s audience-building success:

  • The company continually grows its content team – 150 journalists on five continents.
  • The content is all digital.
  • The content is designed first for tablets and phones.
  • After establishing a following on its website, Quartz added ways to distribute its stories: an email newsletter, an app, and social media (Facebook, Twitter, LinkedIn, YouTube).
  • The content lends itself to aggregation by news platforms, such as Apple News, Flipboard, and Google Newsstand thanks to the versatility and insight of the reporting as well as the design of Quartz’s products.
  • The content includes several video series“.

How to Grow Your Audience From Zero to Millions in Less Than 5 Years

Content Marketing Institute
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