Viral target marketing is based on three important principles: The Internet makes it possible for a campaign to go viral very fast; it can, so to speak, make a brand famous overnight.
Fast innovator Atlantic Media wrote the playbook for Quartz. We knew what a Fortune, a BusinessWeek, a Wall Street Journal, an Economist, a Financial Times meant, both directly through their names and through their long histories.
Quartz seemed to be going up not only against all of those, but Bloomberg, Forbes, and Thomson Reuters as well. All those business brands seemed formidable and more greatly staffed in journalists than Quartz.
And yet, before its second birthday, Quartz has found a niche. The top five countries, in order: Smartphone usage dominates the early morning, and out-distances tablet usage overall about 4-to Fully 70 percent of traffic is driven by social links.
The newsletter has been an important driver of habit and usage — and registration data.
If the audience is high-demo, its ad sell comes down to a single word that Atlantic Media brandishes well: Quartz is a high-end play, differentiating itself from the more mass-oriented Business Insider and Forbes. It has never run traditional banners — why jump aboard a slowing train? Advertisers include Boeing, Chevron, Cadillac, G.
In addition to native ads, events are becoming a bigger part of the revenue strategy. Key here are two revenue strategies, attendee registration and sponsorship. That journalism is framed around the idea of obsessions. The obsessions framing was at first internal; it now acts as the branding, and in some ways, the taxonomy of the site.
On a practical level, it allows a smaller business news staff to cover a wider world, to think and act bigger. Quartz certainly picks its spots, covering some stories, while letting others go. Even much larger business news organizations, though, do the same thing. The big idea for newsies: Get outside the silo of beats and embed the macro context into anything the site writes.
That staff now numbers 25 full-time journalists, up from 17 at launch. Delaney got to pick his staff. In hiring, editors like Delaney not only get a chance to find the talents, digital sensibilities, and storytelling chops they want — they get to build their culture through hires.
Throughout, you get the sense that these are journalists grappling for answers on big issues and little, much as their readers are. Quartz, at its best, zags when the competition zigs.
We can see Quartz as part of that larger movement toward explainer journalism. What does Delaney think about the explainer wave?
My sense is that this great flowering and great hype around explainer journalism will soon be absorbed into the wider changes in how news is created and consumed. Even the intelligentsia only has so much time and will make choices.
While social referrals are an essential nutrient for all these newer sites, one important metric to watch over the next 24 months will be how much their direct traffic increases. They want to encourage daily check-in; they want to be on the first screen of our smartphones.
Where does Quartz go from here? Is it really a business site? Well, yes, but it travels well beyond the edges of business, and, interestingly, does it in ways different from what sites such as Business Insider and Forbes do.
Quartz will need to find continued growth. The events strategy is a key to that. Overall, Atlantic Media brings in 20 percent of all its revenue from events, so Quartz should have headroom there.
Will Quartz test similar waters? The company has hired well, in both executive and journalistic ranks.Quartz is a guide to the new global economy for people excited by change. Quartz aids these content marketers in their creation, ranging from full creation to “light touch” help — a variation of content marketing digital services, a major growth area for all the national and regional publishers investing in capacity to do that work.
Viral marketing or viral advertising is a business strategy that uses existing social networks to promote a product. Its name refers to how consumers spread information about a product with other people in their social networks, much in the same way that a virus spreads from one person to another.
It can be delivered by word of mouth or enhanced by the network effects of the Internet and. About Quartz B2B Quartz B2B organizes industry leading conferences (Quartz Events) and provides quality lead generation services (Quartz Lead Generation). Quartz B2B was founded in with the goal of changing the way B2B conferences are run.
Shop our selection of Special Values in the Bath Department at The Home Depot. Kane is the founder of Content Harmony, a content marketing agency based in Seattle. He’s also the instructor for Content Marketing at the School of Visual Concepts in Seattle, and an industry speaker at events like Mozcon, EngagePDX, SMX Social, State of Search, LavaCon, Wordcamps, and more.